Did you know that marketers who use email personalization…
- Achieved up to a 57% higher rate of conversion*
- Achieved up to a 30% increase in opens*
- Achieved up to a 50% increase in clicks*
Do I have your attention? It’s clear, personalising your emails is powerful – yet, one of the biggest challenges I hear from marketers (and in surveys) is ‘lack of data’ prevents them from implementing any personalization.
Get creative with what you’ve got
No matter how little data you have, I believe you can get creative with your email personalization. For example, if you have access to the 1) name of your subscriber and/or 2) business information such as who their account manager is and/or 3) where the subscriber is located , you can achieve simple email personalization and increase the relevance of your emails.
Here are five no-excuse ideas for you:
1. From Field
Biggest influencer, right here: who the email is how subscribers decide whether to open or not. In today’s inbox it’s all about instant recognition. And if the communication comes from someone they have a relationship with, or recognise, that will incentivise an open. There are a number of ways to accomplish this. Think about what will connect with each reader: Will it be your company, an individual, the brand or a combination of these three?
2. Subject line
This is highly valuable real estate. You should treat it as a small advertisement for what can be found in your email. Use it to let them know what they’ll find inside the email. A subject line can be personalized by offers, a reader’s name, company name, time-sensitve offers – to mention just a few.
Probably the most used element to add a personal touch to an email – greeting the reader by title, first name or last name. It is essential that your data is accurate! And don’t forget to create a default salutation, such as Dear Customer or Dear Reader.
4. Welcome message
A personalized welcome message is a nice way to acknowledge the relationship. It could be an opening letter – or a short editor’s note. Highlight articles or features in the email to entice the subscriber to ‘read more’. It could be as simple as mentioning specific content within the text, or a personalized sign off to the message.
5. Contact points
This can make the email quite useful to your readers – they’ll often archive such emails. Move beyond a one-size-fits-all contact point. personalize based on customer versus prospect or geographic location. Elements in the contact points can include their name, title, picture, email and phone.