According
to a recent study from Marketing Land, personalized emails
yield transaction rates six times as effective as traditional promotional
emails. You can expect a 29 percent increase in open rates and 41 percent in
click rates for promotional mailings. Interestingly, however, 70 percent of
brands fail to reap these benefits because they don’t personalize emails.
If
you’re looking to get started, here are three strategies to keep in mind.
Gather Data from
Subscribers
Before
you can customize the emails you send to your heart’s content, you must first
get to know your recipients. What better way to do that than by gathering info
on them based on their purchase history? Pay attention to user behavior and
track these when they visit your site. Also, encouraging your customers to sign
in and willingly provide you with some more details.
Use Default Values
While
it’s good to know your audience on a certain level, there is such a thing as a
too much personalization. In this case, it’s best to use default values like
instead of using the recipient’s full name, change the value to “Customer”.
This is also useful if you don’t have all the names of your customers in the
database as it makes your emails more uniform. You just have to be careful with
these default values and make sure that it can apply to all your customers in
order to avoid failed targeting.
Add Some Imagery
The
saying “a picture paints a thousand words” applies to the subject of
personalized emails as well. So long as the image you choose can somehow be
relevant to the recipient and pique their interest, you might even increase
your click and open rates. Images can also become an alternative to the
standard From and Subject lines if you want to set yourself apart from other
brands.
Sources:
Study: Personalized Emails Deliver 6X Higher Transaction Rates, But 70%
Of Brands Fail To Use Them, Marketing Land
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