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Why email marketing is getting more personal

Why You’ve seen these types of emails in your inbox right? “Lucy, Get 20% off the entire site this week only!” Or “Mark, the new Lexus NX300 is here, and we have an exclusive preview just you at our showroom.” Even “Steve, we have a few items we think will go with that ‘widget’ you purchased, and they are 10% off for a limited time!” Personalization of marketing emails is an ever-evolving trend. It tells your customers that you know them well and care about what interests them. However, what does this personalization of data mean to the company?

A customer’s interaction with a product or service can help a company collect enough data on them to target market-related items to them in the future. The one-size-fits-all approach is no longer valid with the modern-day consumer. They expect personalized content both online and offline. Email marketing should meet and exceed customer expectations while also giving the business an edge over its competitors.

1. One-to-One marketing

One of the reasons why email marketing is getting more personalized is because this strategy takes maximum advantage of modern-day technology and methodology such as AI, CRM, marketing automation, tagging, scoring, and marketing lists to deliver customized content to customers based on their interactions with your company. These innovations also help declutter all the information your customers see online and give them what is relevant to them, thus focusing more on the products and services they are interested in purchasing.

2. Data is King

User information is essential when it comes to the creation of personalized email marketing campaigns. Things as simple as the customer’s location, birthday and interests can help you as a business identify potential opportunities in the customer sales cycle, which in turn, will drive customer interactions that can help generate more sales for your company. Keeping track of the customer’s last purchase can go a long way in ensuring that the next email sent to that customer will be on-target with the right message and the offer.

3. Provide Helpful Information

As a business, you have to ensure that the customer is aware of the information being collected and eventually being put to use for email marketing. There is, however, a fine line between being knowledgeable about your customer’s interests and being creepy. It’s one thing to understand that your customer has children and it is the back-to-school time in their county, and quite another to email them with the names of their children and the actual school they go to. Do not cross the line between being friendly and helpful to be overly knowledgeable about the customer’s behaviors and habits. Finding out your customer’s preferences will ensure that the customized email sent has the kind of information that would increase the likelihood that they will purchase additional products or services from you.

4. Automat the Process

Emailing hundreds of people can be tasking; thus marketing automation is a crucial aspect of this process. If a customer were not able to complete a transaction, for example, and left something in their cart, this would be an excellent opportunity to send a personalized email showing them that the item is still available for their taking. For small businesses, working with a digital marketing agency can help with the marketing automation process. They can come in with the appropriate software to get the job done allowing your business to focus on its primary objective.

5. Building Long Term Relationships

Companies, at the end of the day, should be able to build loyalty and brand value through an active, customized email marketing strategy. Customer relationship marketing (CRM) is a process that entails building long term relationships with new and potential customers for purposes of business growth. Use of customer data and feedback received helps make stronger connections and acts as a good strategy in the long run. Sending a customer a personalized birthday message, for example, is a good way of cementing that relationship. Also, do not forget your loyal customers. Send them an email reminding them of the anniversary of the start of your relationship to make them feel special.

6. Don't Forget the Basics

For email personalization to work, the first step would be to include the customer's name. It may seem too obvious to point out but is an essential aspect of email marketing. Using the customer's first name makes the message more personal. Personalize the subject line as well. Highlight information that is relevant to the recipient of the email. These personalizations help the email stand out more and improves chances of the customer seeing it amidst a sea of other numerous emails.

7. A Freebie Goes A Long Way

One key objective of email marketing is to give customers the information they need about your business or about interests they have that are relatable to your business. Create personalized content, address it to them and give free access to it. This content may be in the form of a newsletter, post, blog, or even an eBook.

8. Re-engage The Customer

Get customers with whom you have interacted with before to come back. Send an email asking them if they still want to hear from you regularly. You can also send a thank you note appreciating their loyalty to the business and helping you grow. Ask for feedback from time to time to know where to improve on your business. Offer the best-personalized content possible to ensure that the customer receiving the email feels a personal connection to the company. Do not forget to recommend new products that they may like. Personalized emails are a powerful marketing tool that works effectively when used properly.

Final note

If you would like expert advice on how to set up a fully-functioning marketing automation program and marketing strategy, please fill out the form below to set up an appointment with one of our marketing automation experts.