Every second about 2.4 million emails are sent. That means in a day, more than 269 billion are floating throughout the Internet. So what makes your company’s emails stand out from the rest?
If you’re like most businesses, chances are you use email marketing. This marketing strategy is great for communicating and engaging with customers. But, your campaign is bound to fall short if your emails aren’t worthy of being opened.
To maintain your company’s uniqueness, even with millions of other emails in the mix, it’s important to learn how to personalize email for business. Sending personalized emails brings value to your messages. Consumers like feeling cared for!
Did you know that 94% of companies agree that personalization is a must for continued success? But only about 5% of companies have embraced personalization.
Get ahead of your competitors through the use of one-of-a-kind emails. Here are 5 ways to personalize them.
- Use Automated Behavior-Triggered Emails
Nowadays social media networks use behavior-triggered emails to maintain visibility. Have you ever neglected Facebook for a few days, only for the company to remind you of your lack of logging in?
Trigger emails more likely to be opened compared to everyday emails. Trigger emails show your customers that you want their business. These emails can be easily personalized and automated, making this an effortless marketing campaign for your team.
With these emails, avoid overuse. Consumers don’t want to receive dozens of emails a day. Set specific scenarios that will prompt an email. Consider behaviors such as leaving items in the shopping cart or not visiting the site in a week.
- Ask Questions
Sometimes the easiest methods work best. If you’re mass mailing thousands of consumers, chances are they aren’t all visiting your site for the same exact reason. Instead of assuming your clients’ intentions, get to know them!
When sending out emails, ask pointed questions. Imagine you provide a variety of pet products. In your email, you can ask recipients if they own a dog, a cat, or some other animal. With this information, you can send out more targeted emails. A cat owner isn’t likely to be interested in your new release of dog collars.
Asking questions makes email targeting and personalization much easier.
- Use Personalized Images
Adding a personalized image to your marketing emails is a great way to make them eye catching and unique. You can use images to announce a new product, send holiday greetings, or to send a birthday message. Images set the tone as well as the purpose of your email before a user ever reads the message.
With personalized images you can:
- Use your own images and fonts
- Create a unique look and feel
- Add a custom message for each recipient
Sending an email with the recipient’s name in the body is a surefire way to grab their attention.
- Embrace Segments & Personas
All businesses know who their market segments are. You know which customers you need to target and how. But, take things a step further and develop customer personas.
A customer persona involves grouping customers together based on their actions and attributes. For this type of segmenting, you’ll want to look at consumer behavior. Figure out what customers are most interested in and target those interests.
From there you can create various groups and then send personalized emails to each group. Targeted emails are more likely to be opened. In turn, you can boost open rates and keep your company name relevant.
- Use Time & Location
Sending an email at 9:00AM is definitely more likely to be opened than one send at 2:00AM. When it comes to email marketing, timing is everything. Emails should be sent at optimal times to ensure maximum open rates.
If you’re company is national or global, you’ll also need to take location into consideration. Just because it’s 3:00PM on your coast doesn’t mean it is for all of your email recipients.
To increase open rates, use your customer’s data to send emails at ideal times. This allows you to send personalized and targeted emails. When collecting client information, be sure you know:
- Time zone
- Time of most activity
Of course, if you’re a local company, focus more on time than location. Figure out when your customers are most likely to read their emails and press send!
Your email marketing campaign will only be successful if your emails stand out from the rest. Otherwise, you risk low open rates and even worse, being put on the spam list.
With the use of personalization, customers will quickly catch onto the fact that your company takes the time to target and better serve them.
Which personalization technique are you most likely to use? Has personalization benefited your email campaigns on the past? Share your tips and tricks below!