Modern customers want to feel valued and special. This is a reason why they tend to be more loyal to companies that provide them with a personalized shopping experience. It’s also a reason to personalize every email.
When it comes to email marketing, personalization is the key to success. According to statistics, personalized emails deliver six times higher transactional rates than “business as usual” emails. Also, it’s known that personalization helps to retain customers and boost sales.
If you still doubt that you should update your marketing strategy and focus on personalization, read this article. Here you will find eight reasons that explain why it will be a wise decision.
Increase Open Rate
First things first, if you want your email marketing campaign to succeed, you should ensure that your customers will want to open your emails. And the great news is that if you use personalized subject lines, the open rate will increase by 46%.
The simplest way to personalize the subject line is to use the customer’s name or other personal data. For instance, you can use information related to the addressee’s transaction or browsing history, or his current location.
It’s a simple yet effective psychological trick. When a customer sees his name or other personal information, he can’t help but open the email.
Boost Sales
Do you want to increase sales? Don’t let the website’s visitors leave empty-handed. Create personalized emails based on recent browsing history. Encourage customers to get back to your site and complete the checkout process.
Let’s take a look at a perfectly-crafted personalized email that was created and sent by Booking.com. First of all, it is worth mentioning that the subject line is very catchy. There is no room for a doubt that the open rate of this email is very high.
Now let’s analyze the body of the letter. It includes personalized salutation as well as information about the recent search for a place to stay in Los Angeles for July. Also, there is a CTA button that invites the addressee to “continue search”. Well, if the addressee is still interested in making a trip to Los Angeles, she will definitely click the button.
A few years ago, only big companies could afford to create personalized emails like this one. But fortunately, today, there are solutions affordable for small eCommerce businesses.
Make Customers Emotionally Attached To Your Brand
In the age of fierce competition, it’s not enough to create a high-quality product. If you want to achieve success, you should make people emotionally attached to your brand. And you can do it with the help of personalized emails.
You should demonstrate that your company shares the same values and principles as your customers do. Take a look at the following email designed by DSW. The goal of this personalized letter is to show that the company actively supports the LGBT community.
The letter starts with the phrase “Every pair is perfect” and ends with the words “get your pride water bottle”. This is an excellent example of how emotional advertising works. Instead of imposing its products, DSW focused the customer’s attention on the values they have in common.
Keep Your Customers Up-To-Date
If you want to build trust in a relationship with your customers, you should never hide any important information. You should timely inform your buyers about new arrivals, discounts, as well as pricing policy updates. And what is the best way to make an announcement? To send a personalized email.
The trick is that when you write about your company and your products, you should still put your customers first. Here is an excellent example for you.
MailChimp crafted an email with information regarding updates of Standard Terms of Use. Instead of overloading letter with legal data, the company created the section “How these changes will affect you”. And that was a wise decision.
The point is that modern customers don’t care about what is happening in your company. They are interested in getting only that information that concerns them personally.
Improve Customer Loyalty
If you want to keep your business afloat, you should improve customer loyalty. You should demonstrate that you care about each of your buyers.
Customer loyalty is all about effective communication. You should use personalized email marketing to interact and communicate with your customers. For instance, you should send welcome emails to users who visit your website for the first time.
Also, you should say “thank you” to your current customers for their support and loyalty. Your task is to show that you are grateful that they choose your company among many others in the market, and to do it sincerely.
Encourage Customers To Share Their Personal Information
The last, but not least important reason to personalize every email is to collect more information about your customers. Naturally, if you want to improve your current marketing strategy, you should learn more about your target audience. And if your customers share their personal data with you, it will be helpful, won’t it?
The statistics say that 63% of Millennials, who get personalized offers, are willing to share their personal information with companies. So the more personalized offers you will send, the more useful information you will collect.
Wrapping Up
Now you know the reasons why it’s so important to personalize every email you send. So don’t hesitate to upgrade your current email marketing strategy and focus on email personalization. Use email personalization services, put your customers first, and pay attention to details – and you will accomplish your business goals.
Guest Blogger Bio:
Kristin Savage is interested in writing and planning to publish her own book in the nearest future. Also, she has been a reviewer at Pick Writers for a few years and is known for her thorough approach to accurately assessing newcomer translation services. Kristin runs her own FlyWriting blog.
