Email Marketing Personalization Checklist: How to Power Up Your Email Campaign
BY: MUHAMMAD UMAIR ON THURSDAY, JUNE 28, 2018
Statistics reveal that personalization is paramount for any email marketing campaign. Personalized emails have higher open rates, click rates, and customer engagement. Most importantly, it boosts the business revenue. Even if you’re using an email marketing software, you have to make the receivers feel that the email is made especially for them. An average employee receives more than 121 emails daily. Personalization is your golden key to make your client click and respond to your email.
Here are the secret sauces of email personalization that every marketer should implement.
1. Know and understand your target market.
Your segments and emails would be more personalized and crafted well if you collect the following data about your leads first.
a. Where was the lead captured?
b. What pages did he or she visit?
c. When did they view your page?
d. When did they convert?
e. Did they submit a form?
c. Marital Status
From the above behavioral and demographic data, you can better formulate what the problems and pain points of your clients are. Of course, you may not have all of the information above. It would be difficult for you and creepy on your clients' part. But if they voluntarily handed the information to you, then, by all means, use the data so you can serve them better.
2. Segment your list
Now that you understand your target market, segment your list into significant groups based on the data you have. Your segments depend on the versatility of your product and scale of your business. Use the following as your guide in creating your segments.
a. Buyer’s Journey
You have to treat your leads, existing customers, and long-time clients differently so you need to have them on separate segments. This way, it will be easier for you to send appropriate content based on where they are at the sales funnel.
This is especially important for brick-and-mortar businesses. Build a special segment for those within your locality and another one for nearby cities which may chance up to your store one time. You can also use the segments if you are opening another branch or you’re up for a franchise.
For digital-based businesses, the location of your clients is also important so you can personalize your emails better. You don’t want to be sending winter deals to clients who don’t have wintertime.
Different age groups respond differently to emails and they have different needs. Adjust your wordings and graphics as appropriate to each age group.
Aside from these three, you can also segment according to gender, industry, and buyer behavior. Be careful not to over segment though, in segmentation, quality is more important than quantity.
3. Individualized landing pages
Apart from personalizing your segments and email content, you will have a better engagement and conversion rate with individualized landing pages.
Here is a checklist of landing page best practices:
a. Enticing and clear headline
b. Short and direct copy
c. Optimized URL, title, and meta-description
d. It passes the blink test
e. Responsive layout
4. Personalized subject line
Subject lines are crucial for your email marketing because 35% of users click on emails because of the subject line alone. Use your segments, behavioral data, and demographic data to create the perfect subject line for your clients.
The best email subject lines:
a. Contain the name of the recipient
b. Spark curiosity
c. Convey urgency or scarcity
d. Communicate authority
5. Customized timing
You can individualize the timing of your emails through an email marketing automation software. Sending your emails at the most optimal time will give a better ROI for your marketing efforts.
The best days to send emails are weekdays, but each individual has a unique timing of opening email. With the help of AI, you can send your emails based on the email opening behavior of a specific client.
Personalization is letting your customers be the front and center of your marketing. It is empathizing with their needs and making your emails easy and useful for them.
To ensure that your email campaigns are hyper-personalized, get to know your clients first before sending the first email. Create segments based on your clients’ preferences and background.
Individualize your landing page, subject line, and even your timing. With these techniques, you raise the odds of your emails getting opened and engaged with.
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