How Email Personalization Could Help With Increasing Customer Acquisition
Email Personalization, using data and information of customers to generate more targeted emails is called email personalization. Information like first name, address, purchase details, and few other data can give a boring email a more colloquial touch.
Email personalization provides individual attention, which is the first step in customer acquisition. While there are more ways of reaching out to your customers, an email strikes a formal chord with most people. In 2019, the number of email users worldwide was estimated to be 3.9 billion, and this figure is set to reach 4.48 billion by 2024, as per Statistic. This shows the importance of email usage.
You can use personalized emails to make sales pitches, stay in touch with your customers, and inform them of your new and old products.
Success Rate of Email Personalization
80% of marketers state that email marketing is the most effective digital strategy. As per 50% of marketers, message personalization is the most effective email marketing strategy, and 37% state that data segmentation is another effective email marketing strategy.
An increase in the email open rates has been witnessed by 82% of marketers who tried out personalization’s for their email marketing campaigns. Marketers also report a 760% increase in revenue from segmented campaigns.
These numbers prove that personalization has a significant impact on the success of your email campaigns. As per McKinsey, an email campaign is 40 times more effective in customer acquisition than any social media. However, it would only work if you do email personalization right, and for that, you should contact professional marketing agencies such as Email Uplers. Personalized emails project your brand as highly relevant and distinct from the rest in the subscriber’s inbox. These kinds of emails are more likely to be opened and clicked on.
Let’s look at six ways in which email personalization help for customer acquisition.
Collection of the Right Information
Once you have an idea about sending targeted emails, collect the right data. Sending targeted emails just by including the subscriber’s first name is not enough. It has to be based on their specific interest, previous message engagement, etc.
Sending irrelevant emails to the wrong customers will lead to high unsubscription rates and disinterest among your targeted group.
Being natural is a must in any field. If it looks fake and forced, subscribers will not respond at all. Email personalization should serve its purpose by being natural.
Emphasizing the value of your email is essential. Customers will feel connected when your personalized emails are natural; you want to ensure they know your product but don’t over-sell.
You can be creative in personalizing your emails. There are two strategies: personalization fields and contextual content.
Personalized Fields: An email can be populated automatically with a particular subscriber’s information, such as first name or city.
Contextual Content: Relevant content can be sent to the subscribers who haven’t opened their email in over six months. It works like a broadcast message for re-engaging those subscribers.
Asking the right questions when a subscriber visits your website is an effective way of personalization. Short and easy questions will make the emails more personalized. Relevant questions through a smart display or design would attract subscribers.
Questions can also be asked through a survey to know the customer’s psychological working.
Using the Location and Time
You must know the right time to send your emails. Certain times of the day prove to be better than others when it comes to grasping your email subscribers’ attention via mail. However, not all customers are in the same location or respond at the same time.
Using subscriber’s data, their past open histories can be analyzed. Then the email can be sent at the most optimum time.
Behavior- triggered emails.
It is an automated process for sending messages on the user’s behavior. These are successful as they are highly relevant and timely. Behavioral triggers are used cleverly as it brings back the customer to the website.
Trigger emails have a 152% higher open rate compared to the traditional ones. These can be easily automated and sent to subscribers for up-selling and cross-selling, rearrangement, etc.
Depending upon a business, there are a wide plethora of easy yet specializing tools to send the best trigger emails. Don’t forget your email signature.
There are several other factors, which help in customer acquisition through email personalization. Some of them are:
- Setting up the VIP segment
- Product recommendation emails
- Dynamic contents
- Emails on anniversaries
- Campaign rearrangements
- Feedback emails
- Emphasizing repeat customers
- Mobile optimization
- Using Proper personalization tags. Etc.,
- Monitoring Customer Relationship Management (CRM) platforms
Emails are now regarded as the third most influential source of information for B2B customers. Email personalization might help you build long term loyalty with customers. These customers will continuously support your business, as they have trust in your brand.
There is no one-size-fits-all strategy in email personalization and customer acquisition. A customer’s expectations would continue to increase, and faster technologies would help them in their product research. Artificial Intelligence and machine learning have revolutionized every section of marketing.
However, customer acquisition is not difficult if email marketing is used wisely.
Author bio: Kevin George is Head of Marketing at Email Uplers, one of the fastest-growing custom email design and coding companies. He specializes in crafting professional email templates, PSD to HTML email conversion, and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.