Reach your audience. Provide them with personalized and useful advice. These are the pillars ofinbound marketing.
While work on content is essential (blogging, sales page, white paper, etc.), emailing is just as important. To go further in the customer relationship, you now have to think in terms of content personalization.
Like many sites and platforms that suggest products or services based on your interests, personalizing your marketing emails could be an extremely effective conversion tool.
Here are our tips for tailor-made email campaigns.
1. Personalize your email subject line
There's nothing better than addressing the recipient of your message directly to begin a personalized send.
When a customer or prospect subscribes to your newsletter or enters their address to get a free product (guide, e-book, etc.), they generally provide their first name. It's therefore easy to use this data to address them directly and move away from overly general content.
2. Send your message from a real person
Try it yourself. Are you more likely to open a message sent by a person (first and last name appearing in the inbox), or by a company?
In an already crowded inbox, the eye is more likely to linger on a first name than on a company's name.
Furthermore, sending an email using a first name and/or last name helps humanize your brand's communication. You thus convey a more positive message to your customers and show them that a real human being authored these lines.
Also read : Customer satisfaction: 5 tips to make a customer happy
3. Use segmentation
According to the SNCD, the number of emails sent keeps increasing (133.79 billion in 2017). Yet the number of messages per person is falling, with an average of 7.06 per day. What is this due to? To a new way of approaching emailing: segmentation.
Indeed, when you browse a website, you won't necessarily be looking for the same thing as another internet user. On an e-commerce site, some will be passionate about electronics while others will prefer literature.
Similarly, an informational site might captivate you with its personal development advice while others will be more interested in the resulting marketing methodologies.
For all these reasons, segmenting your audience is an essential key to personalizing your campaigns.
The advantages of segmentation are varied:
- Improved open and click-through rates
- Personalization of customer relationships
- Brand image care and differentiation from competitors
- Migration to peer-to-peer communication
- Reducing email routing costs
4. Personalize the content of your emails
A direct result of segmentation: personalized messaging.
A subscriber's purchase history, the content they have viewed, as well as their geographic data, for example, are all elements to leverage when creating personalized content. The important thing is to provide real added value to your readers.
5. Use marketing automation
Does this word seem intimidating? Rest assured, you'll understand quickly.
Marketing automation refers to automated marketing actions. Among the most common are sending a welcome email after subscribing to a newsletter or a sequence of emails to cover a specific topic, for example.
This simple action allows you to immediately welcome a new subscriber or offer them exclusive content they couldn't obtain otherwise.
Also read: Marketing automation: 5 essential email campaigns
6. Choose a tone appropriate for your audience
Using tu or vous. Today, both are possible, but not in just any way. The era when receiving a letter from your favorite loyalty program made you look ten years older in thirty seconds is over.
Today, using “you” with the client's first name can reinvigorate an email. Likewise, depending on your industry, your audience, and the level of closeness you want to establish with them, it can be entirely appropriate to use the informal "tu".
Everything is a matter of positioning and consistency.
7. Create personalized landing pages
If you personalize all your emails only to lead to a CTA pointing to your homepage, you may very well be disappointed!
Personalization must be worked on to the end. Therefore, creating dedicated sales pages or directing readers to a specific blog post that addresses their particular needs will be much more effective for converting.
8. Add personalized product recommendations
Use your customers' browsing or purchase data to suggest relevant products or services to them.
For example, include dynamic recommendations directly in your emails to provide a tailored experience and boost conversions. You can base these on products previously ordered.
9. Offer personalized birthday or event messages
Send emails to celebrate your customers' key moments, such as their birthday or the anniversary of their signup. Offering a discount or special gift on these occasions strengthens the emotional connection with your brand.
10. Adjust emails to recipients' time zones
Schedule your sends taking into account your subscribers' time zones to increase the chances your email is opened at the most opportune moment.
Communication that respects recipients' habits and timing preferences shows particular attention to their needs.
You're now ready to create more engagement.
