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The Power of Personalization: Email Marketing
Email Marketing

When it comes to digital marketing, having your own email list of consumers that have voluntarily signed up for your content is pretty powerful.

Not only can you tap a button and have thousands of people read your content, but you’re also able to generate revenue and drive traffic to your website whenever you like. But the key isn’t in having the list, but how you use the list.

Customers don’t want to get spammed with emails about the latest products 24/7. Customers want a brand that cares about them, caters to them and treats them like they’re the only person on the list.

To accomplish that, you’ll need to start personalizing your emails. I’ve said it before, and I’ll say it again: Customers love a personal touch.

Why Personalize? Well, it sets you apart from whatever else may be in your customers inbox. The average person receives 120 emails per day, and so many of these emails go straight into the trash folder. Without anything separating your email from the billions of other promo materials the consumer receives, what good is having a list of names in the first place?

Another reason to personalize your email is to increase conversions. Automated emails can be very bland, unstimulating, and annoyingly repetitive. The goal is to understand the specific type of customer you’re engaging, and then upsell to them based on their actions. This allows you to reach a higher rate of conversion than by simply sending an automated email blast. One size does not fit all!

A final reason is to drive interaction. Your emails need to act as a conversation between you and your customers. Rather than having a one-sided discussion, personalizing your emails makes the dialogue more personal, more human and more intimate, creating a more emotional connection between you and your customer.

Tips for Getting Started

  • The Subject Line – Instead of “Do You Know What You’re Missing in May?”, say something like “Grace, Have You Heard What You’re Missing Out on This Month?” Not only does it create a sense of urgency, but the customer will be naturally attracted to the mention of their own name.
  • Create Dynamic Content – Personalizing your emails based on locations, interests, points-of-contact, etc., can help deliver content that meets consumer-specific needs. When the end user opens an email, they’ll see something that appears to be created just for them. As a result, they’ll feel valued.
  • Recommend Other Products or Content – Once someone actually makes a purchase, send a follow-up email a few days down the line that positions complimentary products/services or up-sells to them.

Email Marketing is a never-ending journey! New tips, tricks and tactics will be constant, so be sure to regularly monitor your strategies and results.

Not sure where to start? Reach out to us! We would love to help you get started.

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