7 Ways to Make Personalized Email Campaigns Work for You
Posted on September 21, 2014
Don’t kill the email! We can still make it work!
A few days ago, a friend of mine was complaining about how his Amazon account has been suggesting nothing but Frozen-inspired stuff. He blames his 5-year-old, of course. The little girl was so hooked with the movie like the rest of the Earth (and don’t deny it, you sang Let it Go at least once, I don’t care if you’re a burly, hairy man, you know you did!). Anyway, he bought her one thing and that sort of led to another and the next thing he knew, it has pretty much taken over his account.
If you ever purchased anything from Netflix or Amazon, you know you’d soon receive an email with a few “suggestions”, usually along the lines of what you purchased before. You’d keep clicking those email links, too, after all, they suit your specific interests. Many experts agree that this is an effective way to market products. And whether you’re a B2C company or not, personalized experience is starting to become the king of the hill.
Personalized email campaigns work. And here’s how you can do it, too.
1. Humanize it.
Nothing says personal more than having an actual human name attached to the email. Yes, I understand you’re promoting your company. But that doesn’t mean you can’t attach a name or a face to it. So instead of sending an email in the company name, send one with an email signature from your CEO, or Head of Marketing. It gives off a vibe that the email sender actually took time to compose the email for the recipient.
2. Use real names.
“Dear <email address>” doesn’t really inspire the warm fuzzies. Neither does “Hi Customer”. If you’ve already taken the initiative to gather prospects’ email addresses, you might as well know their names, too. People like to be called by their names, not their email addresses or the generic “friend,” “customer”, and “client.” “Dear Jimmy” will get you more attention than those other greetings will, trust.
3. Personalize wisely.
You’re probably thinking it will take you a long time to create personalized emails to everyone in your list. You’d be right, too. This would be a good time to use that old adage, then: don’t work hard, work smart.
In this case, that means segmenting your email list. Using a marketing persona, separate your customers into three or four lists and make just 3 or 4 separate personalized emails using language the persona of each segment responds to. Easy peasy.
4. Use targeted content.
Each of your segments will have different wants and needs. Your job is to find out what those are and create or modify your email content to address them.
5. Make targeted landing pages.
You already laid the groundwork in the email, it would be a shame for those customers to click on your link and find something else entirely. So make sure that your landing page reflects various offers to fit the languages and messages you emailed them about.
6. Utilize marketing automation tools.
Just because your target responded to one specific email doesn’t mean he’ll want the same for the rest of his God-given life (see exhibit A: my Frozen friend). What can you do to address this? Use marketing automation tools. These would automatically enter customers into lead nurturing campaigns and allow you to deliver content relevant to their changing (or unchanging) needs.
7. Exploit social media resources.
LinkedIn has targeting tools that will let you personalize the products/services the LinkedIn page visitor sees. Google+ has Circles and you can create several of them to cater to different topics. Any of the two can provide you with a gold mine of info for your next emails.
Don’t neglect other social media sites, either, like Facebook and Twitter. Respond to questions and comments as often as possible. It will give you an idea of your market’s specific needs.
Email personalization works, whatever your business might be. And more 60% of marketers already use this tactic. So don’t be left behind.