Are you having a hard time writing your personalized email? Do you struggle with receiving replies from your audience? How can you capture the interest of your readers and convert them to buy your product or services? These are some of the few questions that marketers have when it comes to email marketing. So what are the key elements that we should take note of in writing a personalized email?
Email personalization is the process of customizing an email for a particular recipient by tailoring the content to their interests. A well-personalized email will be more effective. For example, if you send a link to an article about personal loans to someone interested in getting a loan, they may click on it. The more personalized your emails are, the higher the chances of response from your readers.
Nowadays, people have less time to read emails. That’s why it requires something interesting to capture readers’ attention and read your email further. It does require a lot of creativity and perseverance. For example, writing a personalized email for your sales pitch or your customer support service is important in your digital marketing strategy.
Effect of Personalization in Sales Email Campaigns
Personalization is the most powerful weapon in your arsenal when it comes to marketing. Personalized email is 10 times more effective than broadcast email. Why is it essential to personalized email? If you are not already using personalization techniques in your email marketing campaigns, you are truly missing the boat.
By sending personalized emails, you show prospects you are conscious of their interest, buying patterns, etc. and thus build trust and rapport. Which in turn leads to more sales! Here are some personalization techniques you can use in your next marketing campaign:
- Tell the prospect what he will receive as a result of buying your product or service.
- Ask the recipient to do one simple thing for you (such as buy something from you).
- Send the best work you have. Don’t be cheap.
- If you are going to use these techniques, make sure you test them and test them often.
- Test different variations of the subject lines and messages.
- Test different price points.
- Use the results of a test campaign to prove the profit-making potential of this technique.
- Don’t worry about being original. Instead, worry about being relevant.
- Then, use these proven techniques to get noticed in the sea of other marketers competing for attention.
Personalized emails are not just for catalogs and direct mail; they can dramatically improve the profitability of any marketing campaign. When your personalized email, it is important because it increases the response rate. And, if you have a well-designed template, it will increase your open rate by 30% to 40%. This will give you more customers and more sales! Your email will be more read and thus, more likely to get a response. It makes the email more relevant to the person who received it. It makes your message more human! This is because the reader knows that what he is getting is not a copy of a sales pitch but rather a very specific and personalized message from a real live person.
It makes the email more likely to be read. And when an email is more likely to be read (by your prospect), you increase the chance of a sale by 37%. Many people receive hundreds of emails every day. Very few of those emails get opened. Even fewer of those get to read all the way until the end, whereupon the results are observed. Personalized email is more likely to be delivered than plain-vanilla email. And, if it isn’t delivered, it doesn’t get opened. And, if it doesn’t get opened, it doesn’t get read. And, if it doesn’t get read, it doesn’t get acted on. So, your message becomes much more likely to be read. Why is this so important? The answer is simple. Presentation dictates readership! Listen up: One of the most important secrets to direct marketing success is your sales message must be easily read. Here’s why: When people are busy, they tend to read only what is necessary.
Different Levels of a Personalized Email:
- The “basic” message will be sent to everyone on your subscriber list.
- A more personalized message. It will be sent to all of your subscribers whom you did very detailed and comprehensive research. There are parts of the email that you will pinpoint some significant factors about your high-value targets, telling about their interest; the events that trigger them; recognition, and awards relating to them.
Now, let’s examine how each of these different levels of personalization can be used to enhance a direct mail campaign. The first level is the most basic and probably the one you have already used. The majority of your targets fall in this category. The level of personalization would be very basic.
The next level of personalization involves adding a little “pinch” of individuality to your receivers. It is the kind of email where you put an extra effort into doing research about the target reader and add something that they can relate to the email content. Here’s an example of how you could do this:
Dear Mr. Jones, You are one of 50 people who won a valuable free gift just for being one of our customers. Please find enclosed a piece of paper on which you will discover your name and the other 49 names who also won this valuable free gift.
Your customer can write you a note telling you how he enjoyed your product or service. He can also tell you about another related product or service he might enjoy. This is a great way to get feedback from your customers.
Email personalization is the process of customizing an individual email message (known as the “email”) based on previous interactions that have occurred between you and your customer. This helps to improve deliverability and increase response rates. Deliverability is the rate of all email messages sent out that are actually delivered to the intended recipient’s inbox. Obviously, a higher percentage is better than a lower percentage.
Here are the top elements in writing a personalized email?
1. Start with the Prospect’s Name.
First, start with the prospect’s name and then add a personal connection. For example Dear Paul, or Dear John. Our own name is one of the best sounds we could ever hear. Adding the name to your email is one of the best strategies for your email marketing. The reader will feel important and recognized when they read their own name on your email.
2. Next, personalized around your buyer’s persona.
Group your prospects with similar demographics and craft emails with personalized content that is related to each group.
Here’s what I suggest you do:
a. Get a copy of your highest converting sales page and then analyze it by grouping it with pages working well for other people in other groups. You’ll find out they are similar after all.
b. Once you identify the commonalities, personalize each individual page (as much as possible) by customizing it with a little more content that addresses each specific group’s unique needs and goals.
c. Remember this: Your website should be thought of as a living, breathing entity that is always changing and growing.
3. Based on Related Events
These events provide the sales reps with a timely opportunity to reach out to the prospects with a personalized email around the event.
These emails allow them to talk about how the prospect can immediately benefit from having one of their products or services. This is a great way to bring in new business while at the same time reminding your current customers of your value!
The events are a great way for the salespeople to make new contacts and develop relationships with those attending the seminar. Event attendees may be receptive to receiving personal messages from the event organizers. The organizers may send an email with details about the seminar or greet attendees and ask them if they have any questions.
4. Compliment your Target Audience.
When your prospect reads your mail that showers praise on them, they immediately take a liking to you and will be more interested in what you have to say. When you compliment your prospects, it warms their heart and makes them feel good about themselves. A good compliment can be more powerful than a sales message itself.
It creates an “I want to know this person” kind of reaction. It is very difficult for a person to say “No thanks” when they are being praised like this. It puts their self-image on a pedestal.
Here are some examples:
a. Congratulatory – If your prospects won an award or achieve something valuable and important, It would be thoughtful to put some congratulatory statements in your email.
b. Seminars, Blogs, Publications – If your prospects conducted a very important event and published a book, blogs, etc., it would be best to send them appreciation and tell them you love it.
5. Use Prospects Interest
When you mention something that your prospect likes, he will be extremely interested in what you are saying. A good way to do this is by asking for permission to continue and then telling him more about the wonderful thing you have to offer. If he says “yes” (or even “maybe“), be careful not to overwhelm him with too much information. Remember that the less you give him, the more he’ll want.
If you are particularly savvy, you could discover what sites they visit most on a regular basis. If you are particularly good, you could even discover what type of content they love to read and share. Social media is one of the best sources of low-hanging fruit for increasing website profits.
This will be helpful, especially if your copy focuses on a “fun” aspect like offering interesting facts or telling jokes. Use it in conjunction with other lead-generating tactics. Another thing you can do is to look at websites that your prospects visit often.
6. Build Relationship
It is important to build connections when you send a personalized email. Mentioning a mutual connection is a great way to make an instant connection and garner trust from your prospects.
If you do this enough, they will start trusting you more than the other way around. You can also use “warm-up” language in your copy early on in your sales pitch to gradually introduce your main points. Your prospect will now connect with you on an emotional level, making your email more human and more credible.
7. Use technology
Personalizing emails around a company’s existing technological stack can also give you a different angle to present your product.
You can also customize the email around what your prospect is most interested in: the points they are experiencing or their problems. Or perhaps you can position your offer as a solution to one of those problems using innovative technologies.
You can watch and observe what competitors do and level up your game. You can also use technology to offer upgraded services to your prospects or make your email more informative and useful for them.
When is The Best Time to Send an Email Campaign?
Monday is the busiest day of the week, so email campaigns should be sent on Tuesday, Wednesday, and Thursday. It is easy to identify the worst time to send emails. It is necessary to use A/B testing to determine the optimal time to send emails. There are many reasons to have an email marketing campaign. Inform the recipient about the latest news from the business is the most common reason. It can be used to announce a sale or an update on the website. It can also be used to promote a new article on the site. There are a lot of reasons why you need an email marketing campaign. It is common for all of them to inform their clients.
If you want to have the best email campaign and to create personalised email for your business, we recommend you subscribe and connect with a Platinum HubSpot Partner, the Ubique Digital Solutions. UDS offers HubSpot services that can help your brand especially in strategizing and creating an effective email campaign. Connect with Ubique Digital Solutions to learn how we can help you with email personalisations and rock your email campaign strategies.
