Have you ever thought of personalised email campaigns that will help your business grow and receive more engagement ? Well this article will help you understand several strategies on how to create personalised email personalised email campaigns.
In many scenarios, email personalisation is a digital marketing tactics that involves the use of subscribers data to create a custom experience for different groups or individuals.
It gives marketing team the ability to target specific subscribers with relevant special offers, content and vital information.It makes your customers feel like VIPs and are therefore inclined to deal with you at a personal level rather than as a business.
Why you need personalised email campaigns.
Increasing open rates-your open lines always make impressions and if the email looks personalised, it catches the attention of the recipient.
Driving engagement-when you show your customers that they are valuable through personalisation, they will engage with your emails more.
Increasing revenue-this is obvious because people tend to spend more where they feel valued. So sending personalised emails to prospective customers makes them feel valued and they, therefore, spend more on your products hence increasing the revenue.
Therefore, email personalisation continues to evolve beyond just mentioning the name. With the rise of big data, marketers are better equipped to become more personal with their subscribers. Personalisation should therefore be a key strategy in email marketing.
What to do when writing personalised campaigns emails.
-The subject line of an email-this being the first thing that a user notices should always be considered to be catchy.
-Attracting the right leads– knowing how to build your email from scratch can be important when targeting and personalising your email marketing campaigns. You need to put into consideration a tool that has features such as interactive landing pages, subscription forms, and other options to create your email list.
You should also make sure you study and follow your brand’s communication pillars and how they coordinate with your business personas. A lead magnet such as freebies and a discount code for e-commerce in Software-as-a-Service{SaaS} is also prescribed.
How to keep your email clean.
-Run tests and send emails to reactivate your audience.
-Delete inactive emails from your mailing lists.
-Make sure that there are no incorrect email addresses that could harm your deliverability rates.
Incorrect email addresses and undelivered emails show the Internet Service Providers{ISPs} that you might be using unscrupulous means to get email addresses.
So you should make good use of lead generation to come out with valid information.
Now that we have discussed the above information, it is time to discover strategies that can be used to create personalised emails.
1. Identify and segment your target audience.
Identifying and segmenting your audience helps you to work with your ideal customers. This procedure allows a marketer to know whether the audience falls into their perfect customer category for specific goods or services.
This can be in terms of age, gender, income, location, and even personal interests that shape your customer’s persona. These personas shape your marketing messages and offers, the channels where you distribute the offers, and the brand’s tone of voice.
Since different age groups frequent different channels, it’s only logical that you promote the brand’s content to the right target audience platforms. Knowing your customers is important, though not easy.
But you can use surveys on your existing customers to know what they love about your brand then use the information to create content that resonates with your target audience and leads them further down the purchase funnel.
You can also use your customers’ persona to analyse your competitors’ content marketing strategies; the keywords that they use and the content type based on the keywords. You can therefore understand your audience and best your competitors using the same fruitful tactics to your advantage.
A google search can help marketers discover more keywords to help them discover what their audience is interested in which helps boost their conversions.
Segmentation can be in terms of geography, browsing history, or even engagement rates. This can be done by the use of analytics. This step of segmentation is very important in personalized email campaigns.
2. Build a qualified email list.
After identifying you have done a job In your demographic traits, you now need to create engaging email newsletters to prospects and take them down their respective customer journey. You now need to choose the right Email Service Provider{ESP}. This is chosen in terms of deliverability rates and core features.
One of the core features of email marketing and marketing automation tools is a sign-up or a landing page feature. After understanding your audience and how they fall into different categories, you create content that resonates with them.
Sign-up forms and landing pages need to have understandable and eye-catching content. The objective is to create content, offers, and incentives that are attractive to your audience. A Call To Action{CTA} needs to be understandable, with colors that elicit verbs that elicit the users’ next move.
Combining videos and CTAs works best but you should ensure that all the content is unanimous on all the platforms. You need to keep your content interesting to keep the users glued to the content.
This can be in the form of quizzes that lead users to specific results. When making a personalized email marketing campaign, you should focus on using referrals from existing prospects as well as being mindful of General Data Protection Regulation {GDPR}.
This is so because, in the case of referrals, people tend to trust those who have already interacted with your products, and on GDPR, you need to educate your customers on what happens with your data to develop some trust. A breach of customer trust can lead to a massive loss in conversations further down the line.
3. Personalise your newsletter.
After creating your email with personalised lead magnets and attractive landing pages, your audience is now ready to receive your email. So you need to make your email personalised but if you haven’t had any conversation with the audience it becomes tricky.
This is whereby automated personalised marketing campaigns come in handy. Specific user behavior can trigger email automation. This helps in up-sell and cross-sell action.
A trigger is anything like someone viewing a product on a particular page or the important date that they entered when signing up or perishable goods that they bought from your website.
You should make personalised email campaigns that encourage existing customers to give positive reviews of your products.
4. Provide dynamic and relevant content.
Static and dynamic content can co-exist and create unique personalised messages for your email marketing recipients.
For example, weather-based emails that give real-time problems and propose a relevant solution in such a situation can be turned into a profitable personalised newsletter.
All you need is to know who exactly you’re talking to based on the different backgrounds, time zones, and locations based on the information gathered when they visit your website. Knowing the specific behavior that goes beyond the likes and dislikes of your prospects guides you when creating the content.
5. Personalise sender details.
When personalizing your emails, you should go beyond just mentioning the name of the prospect or personalizing content and subject line. Your personalized email should have a sender’s address that doesn’t sound robotic.
Customers need to read emails from people they can turn to for clarification purposes and not just emails that sign out with business names or logos.
Using their name and citing their interests and using your name and to some extent, your interests create a bond and keep your brand top of mind and you manage to cultivate familiarity with the customers rather than just an impersonal organization.
6. Recommend products and provide special offers.
A personalized product recommendation allows you to create content based on Customer Relationship Management {CRM} strategies.
You can segment your list and personalize your content based on age, gender, location even weather conditions and interests, and past purchases.
Personalized product recommendations can also decrease cart abandonment and in the process increase your customer’s average order value hence conversion down the line.
But you need to stay authentic as well as relevant in your recommendations so that your brand’s values remain intact as much as they resonate with your audience.
7. Choose a time, location, and occasion.
Sending emails at the right time is a very important aspect of all email marketing efforts. When you talk about eliciting an emotional response, for example, for lead generation, the appropriate time comes in handy.
The location also matters if your customers are spread over the globe. Holiday email is also a strategy to generate leads and content that resonate with the affected customers.
A regional holiday can give you a brilliant chance to create super-relevant email content for the recipients.
On location and occasion, for example, if a big percentage of your customers come from. China, making good use of the Chinese new year would help personalize your email content that provides special offers and benefits.
The same happens if they come from the US, whereby the 4th of July is an important day in their calendar. Or India’s Diwali. All these are occasions that you can use in your favor to create personalized email content.
8. Send automated behavioural trigger emails.
Triggered emails can help communicate with your audience by responding to their needs and actions on your website.
An anniversary email, a cart abandonment email, a replenishment email, and a welcome email all arise from a user’s action. This helps you to hyper-personalise your email and to create a healthy dialogue with your audience as a result.
Automated emails based on behavioural triggers can streamline your actions appropriately, help to see the marketing team’s tone and efforts and in the process create meaningful interactions between the customers and your brand.
Triggers include;
*Cart abandonment-these are reminders that the user had an intention of purchasing a product.
*Transactional emails-this give your brand more validity regarding purchase safety and put your audience’s mind at ease, especially on e-commerce platforms.
*Welcome emails-these help with user on-boarding and give newcomers a clear view of what to expect from your personalised email newsletter campaigns.
*Birthday emails, anniversaries, or milestone emails-they act as verification that you are a good friend who cares enough to remember all the dates that make a difference in their lives. This becomes even better if accompanied by a gift.
*Reactivation emails-these show that you’ll be sad to see the prospect go but it should also be in line with keeping your email list clean and pruned to avoid issues of deliverability.
“Triggered email marketing campaigns give users a unique opportunity to engage with a human brand which looks more like talking to a friend or a dedicated agent”.
9. Use hyper-personalisation
Hyper-personalisation leads to a better customer experience. It can also keep a brand top of mind and boost loyalty and recognition.
This can only be utilised fully if you have the right data. Both Artificial Intelligence and data are important in trying to achieve hyper-personalisation.
They ensure your personalised email marketing campaign scores all the goals and Key Performance Indicators {KPIs} you have set when you are planning your marketing campaigns.
As aforementioned, a personalized landing page with interactive elements with just the right recommendations boosted by a personalized explained video to help with gentle email advertising can be a superb way to go.
This comes out more like Human to Human{H2H} than Business to Business{ B2B} or Business to Customer{B2C}. It boosts email personalization efforts a lot.
10. Leverage marketing automation.
Marketing automation pinpoints the way marketers use software to save time, effort, and resources by streamlining their activities. They maximise the software by setting and forgetting repetitive tasks. Email marketing campaigns fall into this program.
They use the software to come up with follow-up emails that look authentic and human, social media posts that score high on engagements and triggered campaigns that inspire audiences.
All marketers need to do is create segmented lists with content that is timely, relevant, and interesting based on the customers’ personas that they have gathered. AI and machine learning can assist a lot in this aspect with laser-targeted product recommendations that appeal to a customer on a one-on-one basis.
To sum up.
Brands go beyond personalisation with clever segmentation and automation techniques that work more like a charm and make users feel special while generating a high level of engagement.
There is no better Public Relations than creating an emotional response that prompts your users to promote your brand by sharing their experiences.
Personalised email marketing campaigns make all the difference. They boost a brand’s authority and benefit user interactions, SEO efforts, social shares, and ultimately conversions.
However, personalised email campaigns doesn’t work by itself, segmentation before personalisation and putting in details that classify the content according to audiences’ needs and buyer personas are essential in making the campaign a success.
