In this contemporary era, internet advertising has become an incredibly effective medium through which business owners can connect with and then convert prospective customers. While there are several different online marketing strategies that can be used for this purpose, email advertising is particularly effective. If you've given any consideration to using email advertising as part of your marketing strategy, you should know that implementing sound email personalisation techniques can help you. Email personalisation is basically the process of providing your clients with content that is geared towards appealing to your subscribers. To learn more about email personalisation and how it can help you, refer to the quick reference guide provided below:

Email Personalisation 101 Strategies

As mentioned above, there are a wide range of email personalisation strategies you can implement to effectively connect with your clients and optimize conversion. Some of them include:

1. Knowing Your E-mail Recipients

The key to effectively interfacing with your e-mail recipients is getting a thorough understanding of who they are. Luckily, the internet makes it relatively easy for you to accomplish this objective. In fact, there are a wide range of research and analytics services you can use to learn all about the demographics (age, gender, occupation, physical location, etc.) of your target market. Gaining this information will help you fine-tune the content of your e-mails so that they really "speak" to your audience in terms of their personal preferences, professional inclinations, and ideological perspective.

In addition to using demographic data to learn more about your audience, you should carefully analyse the behavioural data. Behavioural data provides you with important information such as what led them to the website, when they last visited the site, and what information they searched for. Once you obtain this information, you can carefully tailor the content of your e-mails to include data that members of the target market will find intriguing.

The third type of information you should be cognizant of is transactional data. Transactional data pertains to things such as what purchases they made, how much money your customers spent with you, how recent their purchase was, and how frequently they bought with you. Attaining this information can help you optimize your e-mail marketing efforts by enabling you to:

  • Specify recommendations according to your subscribers' recent purchase activity
  • Provide special offers for clients who buy the most
  • Send reminders to the customers who haven't purchased anything recently

2. Incorporating The Right Techniques

In addition to knowing your audience, it is critically important that you incorporate the right techniques when you send out e-mails. One great technique to implement is greeting your readers by their first name. This practice is effective in maintaining professionalism while also enabling you to be a bit more personal with your readers.

Another technique you will want to incorporate is building customer persona. This process involves attaining information about your individual customers and then putting them into groups based on their personal preferences, consumer behaviour, etc. Putting individuals into these types of groups enables you to offer resources that are more specific to each customer's needs.

In addition to building customer persona, it is important for you to create behavioural triggered emails. An example would be Facebook emailing you because you have not accepted a friend request within 10 days. These types of emails prompt your recipients to take actions that will keep them actively engaged with your brand. Additionally, you should place primacy on implementing business personalisation strategies. Business personalisation is all about establishing a "human" connection between the company and customers. Although this may seem challenging given that the business relationship is being cultivated through a digital sphere, there are now numerous ways that you can create a sense of familiarity with your customers. One strategy is by encouraging them to participate in Q & A sessions that will be posted on your blog. You can also simply ask them to provide feedback regarding your products and services.

Also note that personalised emails with landing pages is a great way to make the most of your email marketing campaigns. With this technique, you will send specific emails based on your knowledge of their activity on your website. The body of the email will thus contain a link to a landing page from which they would be most likely to make a purchase or take some other significant mode of action.

As you start implementing email personalisation techniques, remember that location and time matter. Specifically, email recipients reside in distinct time zones. With this idea in mind, you need to figure out the best time to send your emails based on what you know regarding the time zone of the recipient.

The Benefits Of Email Personalisation

In recognising that effective email personalisation may take considerable effort, you may be interested in learning more about the benefits of using this marketing technique.

There are many. One benefit is increased conversion rates. In fact, studies indicate that personalised emails are effective in improving click-through rates. On average, conversion rates increase by 10% while click-through rates improve at a rate of 14%. Email personalisation is also beneficial because it can improve customer retention. This makes sense given that the ongoing activity between the company and customers throughout the email marketing process fosters brand familiarity and the development of a long-standing relationship. According to an existing research on the subject, post-purchase loyalty programmes that included personalised promotions were a leading factor in precipitating repeat conversions.

Summing It All Up

In a world where internet marketing is becoming more competitive than ever, business owners who want to attain an edge should use as many effective strategies as possible. As made plain by the quick reference guide offered above, email personalisation is a profoundly powerful, productive measure you can employ to increase brand familiarity and encourage conversion.