Of all the tools in your bag of marketing tricks, email marketing is probably one of the most powerful. You want to get your email campaigns right in order to boost those open and conversion rates and ensure you’re not pushing people away. That’s where personalisation comes into play. But personalisation is about more than “Dear insert name here” emails. It’s about emails that make your subscribers feel like each one they receive was crafted just for them.
Personalised emails rely on everything from demographics and birthdays, to purchase/browsing history and a subscribers engagement with previous email campaigns. Collecting the right data, and using it correctly, is the key to creating an email campaign that converts them into customers. But knowing where to begin can be difficult to figure out.
So, to get your personalised email campaign started, here are our top 5 ways to personalise your emails and why it’s critical to your success.
1. Use relevant, dynamic content to engage directly with your subscribers
Dynamic content, which uses smart HTML to adapt content to each individual subscriber in real time, reportedly increases click-throughs by 73%. Not only can you deliver tailored content based on the information you’ve collected about customers; such as age, industry or location. You can also refresh and update content every time an emailed is opened. Which means you can change CTA’s, include a live social media feed and even update location based suggestions. And that’s as personal as it gets!
2. Increase email deliverability
Deliverability is a tricky business and requires navigating email blacklists, junk filters and also the fickle nature of subscribers themselves. But if you want to ensure that your emails stand a fighting chance, there are two things you need to make sure are in order:
- Email providers want to be sure you are who your email says you are – so have your email authentication in place. This includes your DNS records, SPF records and DKIM authentication.
- Randomly sending high volumes of emails raises flags, so work out a schedule and stick to it. Remember that too often is as bad as not often enough, as is the actual time your emails send.
3. Develop and cultivate a relationship with your customer
Strong customer relationships are the force behind repeat sales and referrals, making them vital to your growth. So here are three things every email needs to help you develop relationships with your subscribers:
- Get personal and be friendly, but stay professional
- Invite engagement, and share interesting content that provides value – even if it has nothing to do with your actual business
- Integrate your email marketing with your content marketing and use your email analytics to fine tune your content marketing strategy
4. Increase click-through rates
The primary aim behind email marketing is to increase engagement and conversions. Not only that, but when a subscriber actually clicks on a link, they need to recognise where they end up. This is called brand consistency.
So build email templates that don’t break-in any of the popular email clients, and make sure they echo your brand identity. Make your CTAs obvious and make absolutely sure that they take subscribers exactly where they’re meant to go!
5. Personalised emails equal more product purchases
The whole purpose of email marketing is to build relationships that convert subscribers into customers, and also encourages sharing. Personalised emails see around 14% higher click-through rates and 10% higher conversions.
So build segmented email lists with specific targets, such as promoting certain products or services, in mind. Then design emails that are conversion oriented and coax subscribers along your sales funnel.
Email marketing is not a “Plug & Play”, “one-size-fits-all” marketing strategy. It takes time and effort to get it working properly. And even then, it requires constant attention, review, and tweaking to ensure that your click-throughs, engagement and conversion rates all stay at optimal levels while achieving the outcomes you’re aiming for.
Email marketing is not a one size fits all technique. It takes proper planning and review in order to be successful and achieve the desired outcomes for your business. Swift Digital can help you create the ideal automation strategy to make your next email marketing campaign a success!
To find out how your business can get the best out of Swift Digital’s platform, contact our Sales Team today on 02 9929 7001.