Improving Performance with Personalisation for Email Marketing Campaigns
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Personalisation for Email Marketing
Personalised emails are becoming more common in the average inbox. From emails which address the recipient by name to email campaigns with personalised suggestions, the scope for email personalisation is increasing.
In this blog post, we will take a look at how personalisation has been adopted so far, how you can adopt it and what you need to get started.
Adoption of Personalisation in the Email Marketing Industry
Personalised emails have become a popular tactic in email marketing in recent years and are a growing concern amongst email marketers. Marketers favour personalisation as a marketing technique as it allows them to treat their email recipients like individuals.
When an email drops into a recipient’s inbox and appears to be written specifically for them they are immediately drawn to it. If a contact becomes accustomed to receiving emails tailored to their needs they are more likely to remain engaged over time.
Compare that to an email which has been sent to the whole of an email list containing thousands of email addresses. The recipients are likely to feel like a number rather than an individual. This may lead to the customer becoming disengaged with the email campaigns and may even cause them to unsubscribe from the mailing list. The same article by Econsultancy noted that 14% of email marketers had not started planning for personalisation.
How To Personalise Your Email Campaigns
There are an almost limitless number of possible ways that you can use personalisation for email marketing campaigns. Here are just four ways that you can get started:
– Gender: You can adapt the content in an email campaign by the gender of the recipient. This is useful if you have a gender-specific product or service that you would like to promote. This is one of the easiest and most common uses of email personalisation. It requires very little data and can be used in many situations.
– Location: Personalisation based on a recipient’s location is useful for a business with branches in different cities. Data about the recipient’s location may also be useful if an offer or promotion is only applicable to a limited geographical area.
– Triggered Behaviour: Companies can use data about user behaviour to target contacts with information relevant to them at a specific time. To read more about behavioural targeting in email, take a look at our Introduction to Behavioural Email blog post.
– Previous Purchases: Previous purchase data can be used to suggest related products that the recipient may be interested in. This can also be used to send how-to guides or informational campaigns about previously purchased items.
– Personalise Your Company: Whilst using customer data for personalisation can help create powerful email campaigns you can also personalise your company. In addition to a more friendly and human tone, signing the email as a member of staff from a live email account humanises email marketing campaigns.
A Personalised Email Campaign Example
We couldn’t help but admire when this email dropped into the inbox of one of our staff members. The email uses customer purchase data as the reason for the campaign send. But that wasn’t the only reason we were impressed. The campaign is written in the first person in a friendly tone from a live email account and is signed by a Cornerstone staff member. The only way that this campaign could have been improved would have been the addition of a dynamic content block to address the recipient by name.
Getting started with Email Personalisation
Email campaigns which speak directly to the recipient are more likely to be successful. You can get started with email personalisation in a few simple steps:
– Collect subscriber data: Use data collection forms and user behaviour data to personalise content and enhance email campaigns. Data collection is the first part of successful email personalisation. This gives important insights into how a contact may react.
– Use Dynamic Content: Dynamic fields are customised to each email recipient. Fields such as [First Name], [Last Name] and [Location] can be used to show information specific to the individual recipient.
– Be Human: Your email should address the recipient as a human. Copy which is too formal can be off putting and can make your company come across as out of touch. Write your email copy with the individual recipient in mind and your emails will appear more engaged and appealing.
– Create Buyer Personas: Buyer personas are a semi-fictional representation of the person you are targetting with your email campaign. Keep your buyer persona in mind when writing your email campaigns.
– Segment Your Email List: Segmenting your email marketing list into smaller groups allows you to send more personal and targeted messages. There are many reasons why segmentation is a good idea.
Read about how the Wired Plus platform can help you send more targeted email campaigns here:
– Time Your Email Sends: Schedule your emails for a time when recipients are most likely to engage. Sending email campaigns when your contacts are active on social media increases the chances that they will see an email notification. This prompts the user to open the email as it lands in their inbox. Sending email campaigns when the contact is inactive means that the email will be pushed down the inbox by the time the recipient views their email account.
– Split Test: Split testing your campaign to make sure personalisation techniques produce results is essential. Split testing provides you with a direct comparison of how your campaigns perform with or without a specific feature. These are particularly useful when fine tuning a campaign.
Email marketing professionals are aspiring to create more personalised and targeted email camapaigns. In 2018, expect more personalised emails to arrive in your inbox as marketers create individual customer journeys. For recipients, this means more email relevancy and a better email experience.
If you have enjoyed reading our blog post on personalisation, download your copy of The Complete Guide To Email Marketing.