By Chris Christoff, co-founder of MonsterInsights, the leading WordPress plug-in for Google Analytics.
If you’re like many business owners, you want to use email marketing to grow your company. Emails are an excellent way to get to know your audience and build customer personas. At the same time, you can use what you learn to create targeted promotions to lead to more sales and engagement.
The key to building a highly effective email marketing strategy is personalization. Consumers expect businesses to use what they know to create and showcase relevant content, offers and messaging. Failure to meet this standard could result in people leaving your site who may have otherwise enjoyed your product or service.
Today, I’m going to help you add personalization to your email marketing campaign. To accomplish this task, we will explore four effective ways to add a personal touch to your marketing emails.
1. Personalize The Subject Line
The subject line of your email is the first thing many subscribers see when they open their inbox. It’s your job to break through the noise and get users to open your email first. You can boost your open rate and click-through rate by personalizing your subject lines.
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I recommend using your customer’s name if you can. This strategy will result in more opens, especially if the person recognizes your emails and has opened them in the past.
It’s also a good idea to avoid certain buzzwords in your subject lines, too. While personalization can be a good thing, adding an overly promotional subject line is not a good look for your brand.
Instead, focus on creating highly relevant, personalized subject lines that offer tangible value to your readers. Writing “SALE” is tempting, but it’s much more effective to mix personalization with a more conversational subject line.
2. Use Their Order History
When it comes to the body of your emails, there are several types you can send out. I’ve found it useful to use a customer’s order history in the email body as a personalization strategy.
For example, if you have a website that sells a bunch of different marketing tools, your email subscriber segments likely have vastly different interests. Some customers will want your social media marketing plug-in, while others want something they can use on their website.
Customers will buy different things depending on their interests, and you can use what they buy to add a splash of personalization to your emails.
So, let’s use the example cited above. Imagine sending out an email with your most popular blog posts on social media marketing to the person who bought the similar software. These people are more likely to open this email and read the content because it contains information that matters to them.
This part of the process will vary based on your industry, but start by looking at your customer segments and creating campaigns that match each group’s interests.
3. Remember Special Days
Another way to make your messages unique is by remembering special days. If users provide their birthday when signing up, you could send them exclusive discounts that they can use during their birthday week.
People are more likely to engage with a business, especially if it’s their first experience with that company, if they are getting a good deal. So, if someone subscribed to your email list but hasn’t yet made a purchase, sending a personalized birthday offer could be your ticket to turning that person into a customer.
You can also send out emails on specific anniversaries or occasions. One example of a special day could relate to the day the user subscribed. A 50% discount on the six-month anniversary of a user’s subscription could get you more sales.
4. Segment During The Sign-Up Process
Finally, don’t forget to segment your email leads from the moment they sign up. At my company, we like to include optional questions on our signup form that asks users specific questions about their interests or pain points. During this time, we let them know that we use the answers to these questions to personalize the content they receive.
After gathering plenty of information, a pattern emerged that clearly defined our different target customers. We then used this information to finetune our marketing campaigns and send out more personalized blog content and offers.
If you want a surefire way to nail your personalization campaign, start with segmenting your leads. When you know what customers expect from your brand, you can send emails that benefit them, which will result in more engagement on your website and potential sales.