Email personalization is one of the key elements to drive more revenue and increase the customer base, but with increased competition, basic personalization is failing to make the right engagement with the customer. according to Pure360’s research, only 8% of the survey respondents stated that they would like to engage with a retail brand if addressed by their first name. Also, only 7% said that they would like to engage with the brand if they send a birthday email.
In such a scenario, you need the next level of personalization tactic for your emails. Find some of them in this blog:
Segmented Personalization:
All customers have different preferences, tastes, and interests. So, one cannot expect a single email to have the same impact on all the recipients. As a marketer, you need to focus on different customer segments, which are based on interests, demographics, geographics, psychographics, and others.
When you send the most relevant recommendations and offers to your potential customer, it shows that you value them as a customer and are willing to go the extra mile in understanding their likes, dislikes.
Using The Purchase History Of The Consumer:
The purchase history of the consumer is crucial for developing an effective personalized email. It gives precise information about the interest of the consumer. The data even helps you to analyze the product which the customer has purchased in the recent past and send the email aligned with the same.
Making Recommendations Based On The Abandoned Cart Emails:
Marketers have sent personalized emails to many potential customers based on the abandoned cart. An abandoned cart is when the customer fills the cart with products but did not complete the check-out process. In the case of an abandoned cart, it is easy to craft a personalized email where you have to simply remind the customers that the specific product was added to the cart, but the process was not completed.
Offering Category Based Discounts In Personalized Emails:
Most of the eCommerce companies have found that the customers shop within some specific categories. When you send a discount coupon to customers via email, it helps in arising the right excitement level. Try not to send generic coupons to the customers. Focus on delivering coupons to customers, the products which you think that they will be genuinely interested in.
How to get it started?
There are some simple steps to get it started:
Developing A Plan:
If you want to set your email-marketing tactics right, develop a proper plan. The plan should focus on all the aspects of the campaign to make the most out of the personalization strategy. While developing the strategy, you should not lose focus on important areas such as data, measurement, and goals.
Collecting Relevant And Adequate Data:
This step is essential as, without the relevant data, you cannot move on to the next level. The more data you have about your customer, the easier it becomes to target your customer with a personalization strategy. Check all the multiple touchpoints, for gathering information such as when the customer made the purchase, downloaded the content, signed up for the email list, amongst others.
Segmenting The Email Lists:
As a marketer, it’s just not enough to collect the relevant data. You should have the plan to use the data appropriately for providing the personalized email content relevant to the customer. The list can be segmented based on different attributes, such as buying preferences, location, interests, and others.
Automating The Personalization Process:
Your business cannot manually send emails to all the customers. Automation is essential in the current scenario; with automation, you can send emails to the right customer at the perfect time.
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