Businesses now have the ability to deliver the right content to the right customer, based on the information they have collected about them throughout their lifecycle.
In this context, email marketing remains one of the most effective austria whatsapp number data 5 million channels. It has the advantage of being inexpensive, relatively simple to approach and offering one of the best returns on investment on the market. However, the trick to getting the most out of it lies in the use of personalization, which not only delights the customer, but also makes the performance of this channel even better. This is what current marketing tools such as Actito allow.
If you don't know much about email marketing, don't worry, we've got you covered!
Article_Personalization_Hero_Digit copy
Summary
What is a personalized email?
What can be customized?
7 Email Personalization Tactics (with Examples)
How to get the data needed to deliver the right personalization?
What is a personalized email?
Email is a form of marketing communication that has been used for decades. It remains one of the most effective methods in terms of return on investment (ROI), both in terms of cost and time savings. Hence its status as the preferred channel for companies to reach their customers.
If you think it is no longer used today, think again, because it is still widely and frequently used!
As a consumer, if you’ve recently made an online purchase, you’ve probably (and probably) provided your email address. When you booked your vacation, your tickets were probably sent to your inbox. Or when you created an account on the new social media platform, you’ve most likely shared your email.
ActivationDay_Jonathan-Wuurman-Actito
“Email is a bit like your identity card, it’s your digital passport”
Jonathan Wuurman - VP Marketing
Actito
On the other hand, as a business, you also need to be able to capitalize on the opportunity that these collected email addresses represent. However, for your email marketing efforts to be effective today, you need to make personalization a prerequisite.
In 2021, approximately 319.6 billion emails were sent and received every day.
As you can see, if you want to stand out, you have to stand out from the crowd. And for that, your best ally is undoubtedly customization!
A personalized email is an email where part of the content contains elements specific to the recipient. This makes the recipient feel recognized and known by the brand. These are relatively simple elements like using first names, last names, and gender pronouns. But you can go much further by using, for example, the weather forecast linked to your recipient’s zip code, or by including information about their last in-store purchase. You can even personalize your message based on data about their online browsing behavior.
Does email personalization really work? The answer is a resounding yes, given the many other benefits that come with using it, such as:
Increased open and click rates
Decreasing churn rates
Greater customer satisfaction
New possibilities for customer reactivation
The positive impact on your deliverability
That said, you need to know how to spot the elements that can be personalized.
What can be customized?
There are many ways to personalize your emails. To do it right, you should always start with your customer database and apply segmentation actions according to a logic that aligns with your marketing goals.
Jeff Bezos picture_Aricle_Perso
"We treat our customers as guests, at a party where we are the hosts. It's our job to improve their experience a little more every day."
Jeff Bezos - CEO
Amazon
1. Segment based on your customer’s email address
By dividing your email address base into segments, you can start sending carefully personalized email campaigns. The idea is to best meet the expectations of your readers and offer them the personalized experience they expect from you.
To be successful in your segmentation, it is essential to carry out this exercise based on the information collected on your subscribers. This information should allow you to group your contacts into segments and identify attributes specific to each segment.
To collect this information as accurately as possible, the best way is always to ask the right questions directly to the contacts concerned. There are several ways to do this, for example by using information collection forms during registration. You can also integrate a preference center into your campaigns.
What types of data can you collect and what can you do with it?
For example, when you ask for the place of residence, the date of birth or the type of service that particularly interests the person, in return, you will be able to suggest offers available near the place provided and according to their interests, wish them a happy birthday at the right time, or even present them with a new product that may interest them.
Here are some ideas of data you can segment your customers based on:
the localization
sex
age
Interest in certain products
Participation in your events
downloading digital content
How often they want to receive your letters
Position on the customer journey
Time and type of last purchase
Pages they visit
Typical amount spent on your products
2. Add their name
When you think about personalizing your emails, the first thing that comes to mind is addressing the recipient by name.
Email_Perso_Article
This may seem trivial, but look at your latest emails received and see how many brands have sent you a "Hello First Name"? And even if the consumer is aware that it is automated, it makes a difference. Above all, it is an easy first step to implement before moving on to the next one.
Don't hesitate to carry out several AB Testing to demonstrate the value of personalization. At Actito, we advise you to test this in three steps:
The sender : You can easily personalize the sender of your email by using, for example, the First Name of the manager of the nearest store or the advisor your customer met.
The subject : By integrating the first name in the first 50 characters.
The pre-header : Often underestimated in terms of impact, it benefits from more characters and therefore more options to go further in customization.
3. Contact your customer at the right time
The moment of contact is an element that is too often underestimated. However, this moment is one of the most important aspects of personalization. Communicating too early is not a good thing, nor is communicating too late. Google underlines this very well with the concept of “ zero moments of truth ”.
Good timing makes all the difference, and marketing is no exception to this golden rule!
To communicate at the right time, you need to know who your target audience is and where they are in their decision-making process. And this is for all the moments that punctuate your relationship with your customers. From the anticipation of the next purchase to the anticipation of the moment when the customer is considering leaving you for a competitor. It is precisely by making contact at these key moments that you can be proactive and deliver the right message at the moment your customer is ready to receive it and act on it.
This is where we see the true value of an impactful email marketing tool. A tool that allows you to easily set up automatic triggers based on your customers’ behavior. Whether these behaviors are positive (like reading a message) or negative (like repeat visits to stores).
In addition, your marketing tool must allow you to use your segmentations wisely and automatically. Thus, you will be able to set up several marketing activation strategies according to your segments and their life cycles. You will be able to set up an anti-churn strategy on risky segments for example, cross-sell or up-sell on engaged segments, etc.
After all, it is always said that acquiring a customer costs on average 5 times more than retaining one.
Let us introduce you to some great tactics you can use to personalize your next email campaigns.
