Imagine that you are at a busy concert or festival. There are lots of visual distractions, music blaring, cheering people, and conversations going on all around you.
Then something breaks through the cacophony. Your name is being called by someone.
Have you ever noticed that a dog gets excited to hear its name? People just like you have the same behavior. It’s known as “selective attention” in psychology. To help us focus on the things that are important to us, our brains filter away noise and clutter.
In addition to being packed, email inboxes are distracting. Using personalized emails can help you stand out from the competition and convince recipients that you have important information to share.
Customization is deemed by almost 60% of the most accomplished email marketers as one of the most effective approaches to boost engagement.
It follows that a lot of other firms are also utilizing email customization to differentiate themselves. Thus, a first name alone in the subject line might not be sufficient. A comprehensive email customization plan is required.
This post will cover everything, regardless of your experience level or the concepts you need to advance your customized emails. Let’s investigate email’s potential.
Email personalization: what is it?
An effective digital marketing strategy is email customization, which usually uses subscriber data to provide a unique experience for various groups and individuals. Marketers can target specific subscribers with offers, material, and information that is pertinent to them by using personalized emails.
When properly executed, personalized emails give the impression that the recipient was the only one who was intended for.
Making emails feel more personalized is the aim of email personalization. The inbox is a personal, secluded space. You want recipients of emails from your brand to feel as though they are speaking with a reliable friend. Because other advertising is the last thing anyone needs.
With his ground-breaking book Permission Marketing, published in 1999, Seth Godin established a basis for email marketers. He outlines three elements it that will result in an effective email marketing plan:
- Expected: “People are eager to hear from you.”
- Pertinent: “The marketing focuses on a topic that the potential customer finds appealing.”
- Personal: “The individual is directly related to the messages.”
Why is email personalization important?
In retail marketing, the benefits of personalization have been repeatedly demonstrated. This is why studies increasingly show that marketers get at least $42 back for each $1 invested in an email marketing campaign.
But if email marketing is so remarkably efficient, why doesn’t everyone use it to maximize the results of their campaigns?
The answer is pretty straightforward though: email personalization is exceedingly difficult without the use of the right technology. While businesses commonly resist investing in new software solutions, when it comes to personalization, technology usage is more of a necessity than an option. Tailored emails can help increase open rates, click-through rates, and returns on investment, and even boost customer loyalty.
That’s mainly because emails profit from relevance, human interest in your business, and timelines. And personalization via software can help tick all these boxes. To demonstrate the value of your brand, you may offer your subscribers something extra or unique to motivate them to make a purchase. Or you could come up with tailored suggestions that meet your audience’s particular requests or requirements.
Speaking of advantages email personalization may bring to your business, these boil down to:
- Better relevancy – By customizing your emails based on non-monetary value and relevance, you could therefore have more chances of establishing a strong emotional bond to foster brand loyalty. Relevancy is what could boost your chances of standing out in a crowded inbox.
- Increased open and click-through rates – If your subject line is increasingly on point and relevant, your chances of getting more traction and visibility, and thus better connecting with your audience, are increased as well.
- Improved connection with the client – When done well, personalization can significantly contribute to the purchasing process. Customers can quickly sort through the clutter or find what they’re looking for because they only receive what’s relevant to them.
While these benefits are quite obvious, they deserve to be well-explained to those marketers who still miss out on the incredible potential of email personalization.
5 tips on email personalization
If after reading the previous sections you feel motivated to start personalizing your email campaigns, below we’ll determine what is required to set you on a good start.
Take into account the following strategies and pointers to kick off your first personalized campaign.
1. Customize email content
For those customers who are most loyal, you should offer something extra. Reward them with helpful materials and exclusive product recommendations. Speak with them using the exclusive information you have about them.
When choosing what email content to offer them, customize it based on their demonstrated interests, recent buying behavior, search queries, and so on. It will surely have a positive impact on the loyalty of your customers, thus strengthening your relationships with your audience.
2. Offer custom product suggestions
By knowing your customers’ behavior and buying preferences, you can offer them product recommendations that they’ll find meaningful.
Based your suggestions on your customer’s identity, buying habits, time, and reasons for engaging in a relationship with you. If you manage to offer a customized product recommendation based on a customer’s complete identity, that would be an amazing result.
3. Schedule prompted automated emails
Delivering personalization at scale is challenging without using automation, such as triggered emails. These emails are automatically sent out in response to certain actions taken by subscribers or updates made to your product catalog that are personalized for a specific person. In this manner, you can ensure that your clients receive emails from you at the optimal time for engagement.
Choose your trigger (e.g., a consumer leaving an item in their shopping cart without making a purchase) before you begin sending triggered emails. Next, specify guidelines such as frequency or send-time. Next, make customized material that corresponds with the trigger that was previously established.
4. Customize the preview of the email
Here’s a quick tip that will help you boost your open rate. Subscribers only see the subject line, the “from” name, and a brief sample of your email before they open it. To boost engagement, a skilled email marketer will apply personalization in one or more of these three categories. For example:
- Customize the “from” name: Depending on the recipient, he or she may want to open emails from Sweetwater, your firm, or one of your representatives, Kyle from Sweetwater. To determine which is most successful for a particular person, do A/B testing.
- Customize the subject line. If using their first name in the subject line doesn’t work, try coming up with something more imaginative. Do they respond better to direct emails that state things like “New Seasonal Styles are Here” or do they behave more erratically when you ask them questions like “Are you up to date on this summer’s hot trends?”
- Customize the excerpt: To promote more openings, the excerpt should take up where the subject line left off. More cues about the contents of the email should be included, along with a targeted, customized call to action that the recipient is likely to click on.
Your subscribers will be far more inclined to read your email and click through to your website once you personalize the email previews.
5. Enhance the send times
Sending emails to subscribers at the optimal time of day based on their unique behaviors is crucial.
By taking into account the time of the day, day of the week or the month, or any other time-sensitive metrics, you can figure out the perfect time to send your next email. Customizing the time of sending based on your user behavior is the easiest way to improve click-through rates or prompt your readers to make a desired action.
Remember that these behaviors could alter with time, so be sure you have an AI-powered email personalization system that can test and learn new things regularly. This will guarantee that, by capturing, your outreach remains relevant.
Marketing with Telegram chatbots
One way to improve audience communication and engagement is to use chatbots on Telegram and personalize email campaigns. Selzy, Appy Pie, Sendpulse, and many more are just a few of the many alternatives for free Telegram chatbot builders out there. Why do you specifically need it? Here are the answers:
- Personalized means of contact. Each recipient’s material should be tailored to their specific interests, behavior, or demographics. Personalized interactions can be programmed into Telegram chatbots as well (personalized messages, suggestions, and general support).
- User preferences. Each recipient’s email can be tailored to their specific interests and needs by analyzing data like their purchase history, web browsing habits, or survey answers.
- Cross-platform interaction. You may establish a multi-channel approach by integrating tailored email campaigns with Telegram chatbots. Telegram is great for sending short updates, reminders, or engaging experiences.
- Data-driven insights. Knowing what kinds of content or interactions work best for a certain audience can help businesses hone their tactics.
Your audience can be reached through many channels with a smooth and customized experience when you combine targeted email marketing with Telegram chatbots.