Advanced personalisation of email newsletter content
Increasing customer engagement with email newsletters is a top priority for any email marketing campaign. Personalisation of email newsletters with relevant content is known to significantly increase subscribers’ engagement. Newsweaver’s email newsletter technology has a positive impact on readership engagement by personalising email communications.
Personalisation acknowledges the relationship you have with your customers and shows that you want to provide content that is relevant – and relevance drives response. According to research, marketers personalising email newsletters experience a 57% higher conversion rate than non-personalised ones.
Take personalisation to next level
Personalise your email campaigns beyond the standard “Dear John” and “Insert Company Name”. Provide content that is personalised by using the following techniques.
- Click behaviour: New email newsletters can be personalised based on readers’ past behaviour, leading to improved conversion rates. Newsweaver’s ‘click behaviour’ functionality sends your subscribers emails that are compiled of content relevant to emails they opened and articles they clicked on in prior ezines.
- Articles: Increase the relevance of your email newsletter to subscribers by personalising email newsletters with individual articles, groups of articles, images or even sections of your newsletter that are relevant to their interests or where they are in your sales cycle. This also provides up-selling and cross-selling opportunities.
- Words and phrases: Personalise email newsletters by changing the words and phrases used to match the reader’s needs, market, industry, sector or business. This makes the email, and the product or service it is promoting, more relevant to the recipient.
- Local and regional: Email newsletters that contain information relevant to a subscriber’s geographic location contribute to open rates. Readers will become accustomed to content that is tailored and relevant to them, including events taking place in their area or offers, goods or services available in their region.
- Behaviour: The message in your email newsletter can be personalised based on subscribers’ past behaviour. These include purchases, interests, websites they have visited and events they have attended.
