Yes, there are many email marketing mistakes that even the pros commit. But, in view of how and where the trend is shifting at present, this one is perhaps one of the biggest ones of 2020…
Personalization is one of the most effective CRO or Conversion Rate Optimization techniques.
There’s a reason, after all, why 74 percent of marketers say targeted personalization increases customer engagement. (Source)
However, that said, the adoption to personalize communication on email remains as an after-thought for the professionals. Many email marketers continue to chase the mechanical strategies and old practices.
In fact, 70 percent of brands fail to use personalized emails.
If you’re one of them, stop! You’re likely wasting a large part of your resources.
Personalize Your Emails
According to a report, 82 percent of marketers reported an increase in open rates through email personalization, while 75 percent believe it yields higher click-through rates. (Source)
Furthermore, 52 percent of customers say that they’ll find somewhere else to go if an email is not personalized.
The numbers couldn’t be clearer as to what exactly you must do to drive optimum ROI from your allotted email marketing budget.
Recommended Read: How Much Does Email Marketing Cost?
How to Personalize Your Emails?
Email personalization is much more than just including their names.
For that matter, if you’re running a sustained email marketing campaign, mentioning their name in every email just for the sake to personalize will eventually render ineffective.
It includes much more than just the names.
The emails must be personalized in context to the subscribers’ country, cities, occupation, gender, culture, education qualification, financial position, and various other categories.
Admittedly, gathering so much information of the subscribers is far from easy. But there are a few ways around it:
How to Collect Better Subscriber Data?
If you have multiple squeeze/landing pages that target unique segments, you will have a better sense of what kind of audience is converting from that page. So, have as many lead generation pages for unique segments as you can.
Check the analytics of those landing pages to pool data for your email database.
If you’re running paid ads to generate leads, ensure each unique URL has UTM tracking.
In the early stage of email communication, before you go on to sell your products, strive to drive engagement. In between the conversations, extract as much information about the subscribers by offering them unique offers, asking them questions, and getting them involved in surveys.
These four basic steps will ensure you have valuable subscribers’ data in your email marketing database.
Segmentation – A Powerful Tool in Smart Marketers’ Arsenal
Once you have enough data of your subscribers, you can really get into personalizing your emails so to make your sales-oriented CTA more impactful.
But then individually sending personalized emails to each of your subscribers is a time-consuming process – even when your email list is small.
This is where segmentation comes in.
You segment your email list per unique (and relevant) groups of the data you have collected.
For instance, you can segment your list into different categories according to city, gender, annual income, age, and more.
The more segments you create, the more personalized you can make your emails.
Now note: For this to work effectively, you need to be working with one of the top direct email marketing companies that provide powerful segmentation in the first place.
So, take your time to do research on email marketing companies before signing up to anyone.
Send Personalized Emails to Individual Segments
Once you have created your multiple segments, it’s time now to produce personalized email copies for each segment that directly (and creatively) address them so as to deliver them a personalized experience.
This works wonder!
In fact, per DMA, segmented and targeted emails generate 58 percent of all revenue. And according to Campaign Monitor, marketers have noted as much as 760 percent increase in revenue from segmented campaigns.
Following, you can automate multiple drip campaigns for each segment to bring convenience, save a lot of time, and improve conversion.
Segmented personalized automation email message brings, on average, 46 percent higher open rates vs. normal marketing messages.
Give your email marketing strategy a hard look now.
Are you sending personalized emails? What degree of personalization have you adopted?
Are you leveraging segmentation?
Personalization, segmentation, and automation are three elements that can help you champion email marketing, bringing you optimum ROI.
Of course, for all these to work, you need one of the powerful email marketing companies or solutions by your side. Find one!