As a marketer, you already know that personalization can lead to big wins in email marketing. One would think that this is not a very complicated concept: People hate spam, and they love being recognized. That’s possibly why email personalization results in 41 percent higher click rates and 29 percent higher open rates.
It also results in more transactions for many markets and results in more social media engagement when those functions are integrated properly into emails. One would think that every company would use personalization to reach more consumers and that doing so would be an easy fix. But many are still behind the times, while other companies invest in all sorts of programs trying to crack the code of what is the “right” kind of personalization, and when it should be used. As a result, there are a ton of strategies for doing so effectively.
Segment your lists
List segmentation is a great way to get started with personalization, and it can add an extra punch when you segment using transactional data. Beyond geography, you might also consider segmenting your audience by gender, age, job title, company size, industry, interests, and more. Here are some of the categories that marketers use to segment their lists:
- Business Classification
- Job Functions/Role
- Year Established
- Business Turnover
- Geographic Locations
- Technology Tracking
It’s very important to personalize a greeting and deliver a concise message that is easy to read and easy to grasp. But even more important than putting a “face” on the personalized emails is adding personality to them. People are conditioned to catch mass emails and send them into the trash. You need to craft an email that sounds as if it was written by a real person for a real person.
It’s a challenge to put together a marketing campaign via email. Personalization is absolutely the key to your success, so make sure that you choose the right email marketing software to get your message across safely and securely!