Email marketing is getting better and better. Over the last few years, it has become one of the most influential digital marketing methods. It helps to reach to the clients, improve conversions and significantly boost CTR.
According to Convince and Convert, people who buy products advertised in emails spend 138% more than people than people who do not receive email offers. You may wonder how and why the difference is so great. The reason is simple. More and more brands get their emails personalized.
That is why if you want to get your business reach a new level, let us focus on 5 top ways to personalize email and as a result achieve maximum customer engagement.
1. Use Client’s First Name
The easiest, yet effective thing you can do is start addressing you customers by name in emails. Research shows that if you use personalized subject lines or include the first name in the intro of an email, emails are 26% more likely to be opened.
Moreover, you can make the client’s name stand out in a different colour, font, or apply any creative idea that comes to your head. Make it eye-catchy, so a client will be eager to read the whole letter.
Check out how it can be done.
2. Make Emails Relevant
Another way to personalize email is to make content relevant to the client, because if you send an email offering a discount on kids’ clothes to some bachelor, it is unlikely you get your client engaged. In other words, by relevance we mean adapting information to a person’s life. Here are some strategies you can try out.
● Relevant weather
Tons of brands use weather seasons to provide clients with special offers. If you know that it is boiling hot in your subscriber’s geographical area, why don’t send them sales for summer products like sunscreen, hats, or air conditioners.
● Relevant location
Don’t hesitate to use client’s location to personalize the content. Adapt your emails in accordance with the place where a customer lives. For example, if your email include photos, make them location-specific showing the place where your customers live. Still, don’t make it creepy, it shouldn’t be the exact address, but country or city is ok.
● Relevant time
Examine the optimal send time for your audience. Find out when they are more likely to engage in reading your email. Ideally, if you are selling goods that people need to order every single month, like contact lenses for instances, send personalized emails reminding them that soon they will need a new product. You can even offer them to send a reminder each time, so they won’t forget about changing their contact lenses. It shows that you care.
3. Remind About Your Company
It is important to remind customers about your company from time to time. Don’t spam, but rather personalize emails for those who abandoned their shopping carts and left your website, or those subscribers who haven’t bought anything for a while.
How to engage clients via email after they abandoned their shopping cart? It is pretty simple. Offer a discount on the goods they were going to buy or offer free shipping.
Send emails for inactive customers as well, using information of their last purchase and thus offering them related products they make like. Don’t forget to open your email with ‘Haven’t heard from you in a while, FIRST NAME…’
4. Make it Look Good
Remember that it is not just an email, it is an email to engage your customers, so make it look good. Work on your design and make it eye-catchy. Not only should it be pleasant to observe, but it should also be structured smart.
The font size, the words quantity, the paragraph length it all matters. Make sure you highlight the important information. You can even use infographic if you wish.
What is more, don’t forget that the number of emails being opened on mobile grew 30%, so ensure that your email looks good both on computer and mobile.
Also, don’t forget to check whether everything is correct. Check emails for grammar, spelling and punctuation mistakes. Examine if the tool works well, whether the email is sent to the right person, whether the first name is included. In case you don’t have a person’s first name, you can use “Hello, friend” line.
5. Test and Analyze to Enjoy the Results
There is no universal secret that can work for any company. In order to get you clients engaged you need to understand your audience by trial and error. Use A/B tests to see what works better, for instance personalized emails or not, offering seasonal sales or recommending products they may be interested in.
“Try to put yourself in your customer’s shoes, feel their needs and find your buyer persona (a description of your ideal customer). Don’t be scared to experiment with style and manner, see what makes your clients click and engage. The important thing is to try out one thing at a time, so that you can analyze the results thoroughly,” explains Kimberly Adams, a marketing strategist and content moderator at a popular review site.
Many companies are racking their brains trying to solve the unsolvable, trying to find some golden rule for digital marketing. The truth is we can only rely on statistics, as figures speak for themselves. And statistically speaking, email marketing generates the highest ROI for marketers. So if you want to achieve the highest results in your business, polishing email marketing seems like a good start.