Many businesses fail to take advantage of personalized email marketing campaigns. In fact, it has been reported that only 5% of companies use personalization as one of its strategies. That is a shockingly low figure compared to how extensively successful personal emails are for promoting businesses.
So, why are we not personalizing emails? It’s not because of our ignorance of the benefits. About 94% of companies say that personalization is critical to current and future success. The problem is we don’t know how to personalize. About 60% of marketers admitted they struggle to personalize content in real-time and they certainly don’t know how to implement it.
When it comes to personalizing email marketing campaigns, you don’t have to struggle. There are relatively simple and sophisticated ways to do this. You can personalize your emails that go beyond just using the name of your customers. Here are some tips that you can follow:
Ask the right questions
Asking customers to visit your site, subscribe to your newsletter, or become an account holder is remarkably easy and it might even be successful in some regards. However, these are invaluable and don’t represent who your target market is. It doesn’t give you an insight into what your audience wants and what they need. What you can do differently is ask questions and provide a link to your website that will lead them to find the answers to their needs. For example, you can ask: What kind of shoes are you looking for? Formal or casual? You can then provide a link for formal wear shoes and casual shoes that your customers can click on to lead them to the right page.
Make use of the best time to send emails
Certain times of the day are better than others to receive and send emails. Some customers don’t love getting emails at 8 AM and they tend to ignore these emails because they are either commuting to work or already at work and starting their day. When they get home, they will forget about the email that you sent out. If you want to optimize the best time, segment your customers according to their demographics—their location, their work, their time zones. Next, categorize them into the best times they may want to receive an email about a new smartphone or a new vacuum cleaner or whatever it is that you’re selling. You can then schedule your emails accordingly to ensure that your target market will react positively to your message.