When it comes to reaching out to customers with an email marketing campaign, there is a need to be personal. This doesn’t mean that you should be overly familiar or rude to the people you are reaching out to but there is a need to make the recipient feel that you are speaking to them directly. There are a number of ways you can achieve this and the simplicity of achieving this will very much depend on the email system that you use.
There is an opportunity to make this a very simple and straightforward but that all depends on which provider you work with.
You will find that constructing email marketing campaigns is an awful lot simpler and if you think about the campaign from the viewpoint as a customer. Even if you are constructing business promotional campaigns for your firm, you will have plenty of experience when it comes to receiving emails from consumers, and this is something that should impact on the campaigns that you create and deliver.
Think about the emails you receive
What sort of email did you respond to best? An email with your name and something that you can relate to or an email that referred to you as Sir/Madam. It sounds very simple but even including this style of introduction to an email could be more than enough to ensure your email gets deleted without being properly read.
The rest of your email could have been the most engaging piece of content ever or it could have provided untold riches and benefits to customers but by having such a terrible and impersonal introduction, your campaign has been consigned to the dustbin. Sadly, so could your firm because the importance of good email campaigns should never be overlooked. A good email campaign can make or break a firm and this means that you need to get the small steps right.
Personalising emails will boost your conversation rate and it will ensure your ROI is much stronger and this is something that all the experts can agree on. If you don’t have much confidence or experience when it comes to email campaigns, you may find that you don’t know where to begin but personalising your email campaigns is a simple process. You should:
- Include your first and last name
- Include your company name
- Refer to a purchase date or date when the consumer last engaged with you
- Refer to the product or service they purchased if applicable
- You should even include your name or the name of your department head when signing off
If you think that you can only include this sort of information if you send every email personally, you clearly don’t know a lot about email marketing. Depending on the quality of the information you hold about your customers, your database, you will be able to set up this style of list in seconds, allowing you to make a much more effective connection with your customers.
Break down your database
Another great way to improve the personalisation of an email campaign is to break your database and customer list into segments. This means you should contact customers with more relevancy. Some of the ways you can segment your audience includes:
- By age group
- By location
- Whether they have bought from your or not
- The category of product or service they have brought from you
When you send an email that personally addresses a customer and then goes on to provide information about products or services that they hold an interest in, you will find that people will be far more receptive to what you are promoting. An email that has been well segmented and includes a personalised introduction will ensure that the user will be far more likely to read through the entire email and to click on any links that you provide.
This should be the starting point for your email marketing campaigns but for too many users, it is actually a point that they rarely think of. It is important to ensure that your emails are fully formed and are focused on making a connection with a user because you may only receive one opportunity to reach out to people. When you make your emails personal, you have a better chance of receiving a great return for your time and effort.
Andrew Reilly is a freelance writer with a focus on news stories and consumer interest articles. He has been writing professionally for 8 years but has been writing for as long as he can care to remember. When Andrew isn’t sat behind a laptop or researching a story, he will be found watching a gig or a game of football.