Recognizing the power of email personalization can open a lot of marketing perspectives. Once you have decided you are going to employ emailing as a marketing tactic, there are numerous campaigns and promotions you can create.
While a traditional channel of communication, with its big conversion rates, email still has a unique aura. Because people trust emails and see them as a very private business, well designed emailing campaigns have an increased positive impact on online businesses.
However, one challenge will always persist: what would make people open and read an email they have received among other dozens or even hundreds of emails? Once again, personalization might be the tactic that answers to the question. If better email metrics is needed (higher open rates, increased conversions etc.), no other tactic (increasing the number of emails, new databases of emails) will pay off if it’s not combined with personalization. Why? Because personalization tactics strive to make everything about emailing better: the design, the copy, the ideas will be conversion oriented.
What is email personalization? Email personalization refers to the use of available data about customers to make messages more relevant and more useful to them. For marketers is a way of micro-targeted communication, one based on consumer behavior.
A great example for email personalization comes from unbounce.com. When you sign up for an online Landing Page Course, you get this email:
Email personalization enables marketers to make the communication more engaging. Unlike a generic email, a personalized message that speaks directly to the receiver mimics the natural ways of communication.
The communication becomes more personal and more engaging allowing brands to be viewed just as they desire: as entities with particular traits and real capabilities of engagement and communication with their audiences.
On gotowebinar.com, after you sign up for a 30 days trial, you get “5 tips to get started with GoToWebinar” that help you make the best of your experience:
Also, you get a reminder that lets you know how many days you have left from your trial:
Data gathering, the crucial point before email personalization
When embarking on a journey of personalization, the first thing you have to think about is what data you can retrieve about customers and how you can integrate it in mail messages, in order to make the communication more meaningful. If they have an account on the website, you can use information you have asked them to complete: gender, date of birth, preferences related to your e-shop’s category of products or the type of content, his location, the job title.
What products visitors leave in their basket also speaks about their preferences and shopping tastes. Always collect data about the actions and the behavior of visitors and customers on the website. If they downloaded a material, if they have viewed for a long time a certain page, how frequently they return on site, etc.