How to Personalize Your Email Marketing Efforts

By Emily Pribanic - Last Updated on December 12, 2019
How to Personalize Your Email Marketing Efforts

Personalization is one key component to attract loyal customers.

We live in a world where customers have come to expect personalization when they’re dealing with a company. It is essential for a company to deliver on this expectation to retain loyal, satisfied customers.

Email marketing can be very effective for a business but only if the campaign is done correctly. Personalizing an email marketing campaign is the best way to add value to the campaign and attract more responses. Personalizing an email marketing campaign can be easy if simple steps are taken.

How to Personalize Your Email Marketing Efforts

  • Set Up Automated Behavioral Trigger Emails
  • Ask the Right Questions
  • Build Customer Personas
  • Make Use of Location and Time
  • Match Personalized Emails with Landing Pages
  • Personalize the Business

When a company asks customers for their reason for visiting their website, they gain insightful data that can lead to the business sending incredibly targeted emails. Asking the right questions can increase the open rate and click-through rate of an email campaign. For a successful email marketing campaign, it is essential to segment customers and build customer personas. Building a customer persona uses a multitude of data that groups customers together using a mix of attributes and actions they take. Customer-based email marketing can increase email open rates and give customers a highly targeted experience. Certain times of day are better than others to send emails. Whether a customer responds better to an email in the morning or afternoon, that is when the company should send their emails to that customer. Behavior-triggered emails are real-time reactions to how customers are using a company’s product. This type of email has a higher open rate compared to traditional emails and work very well.

Email Personalization Tools

One of the best email marketing practices is to identify the goals you want your email marketing campaign to accomplish. These goals may include boosting engagement rates, increasing email opens or generating more leads from the campaign. When goals are identified, it’s easier to determine how to personalize messages. Another beneficial tool is to collect the right data. Once a company knows how they want to send targeted emails, they need to collect the right information to make this happen. For example, if a company wants to send targeted emails that include first names, it is essential to collect first names in their email sign up forms.

Using personalization naturally is better than forcing personalized information. It is not wise to add personal information to a campaign if it does not add value. Personalization should help establish a personal connection with the email community. Personalization fields and contextual content allows companies to get creative with their email marketing campaigns. Being creative is a great way to increase click-through rates. Finally, it is essential for a company to test their email campaigns. When adding personal information to a campaign, a marketing manager should first send a test email to themselves to ensure that the correct information is being pulled in.

Email Personalization Software

There is an abundance of software on the market to help companies manage their email marketing campaigns and ensure they are acquiring the results they desire. It is essential that a company verify they are getting the most out of their email marketing efforts because email marketing is the heart of any successful online marketing. Whether a business is small, medium or large, there are many different types of software on the market designed to help them create successful email marketing campaigns. Some of which include:

It is important for a company to understand what makes a successful email marketing campaign. When marketing managers stay up-to-date with email marketing trends and best practices, they are more likely to produce an engaging and personalized email experience for their customers. When customers receive a personalized experience, they a more satisfied and likely to continue being customers in the future.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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