Email marketing is a must in the digital era for both customers and businesses to enhance and grow product and service recognition. However, with the improvement of digitization the features of email marketing have developed vastly and new elements have gained prominence. One of these elements is without doubt the important trend of: personalization.
Personalization is the key to empowering email marketing and taking this concept a step further, due to the drive engagement associated with the term itself. Personalization allows customers and businesses to be the factor in success and effective implementation of email marketing as well.
Now, let’s explore what personalization is, why it is important for email marketing, and the core factors to what makes personalization fundamental in the first place.
What is personalization?
First of all, personalization is when businesses with regards to marketing or email marketing use customer data to tailor their products or services based on the particular data that they have collected from their customers. The process of personalization, especially in terms of marketing demands the focus of customers’ needs and looking into their interests productively and successfully.
A core feature of personalization includes creating a seamless, fast, and ongoing interaction between the customer and the business to boost customer satisfaction, keep customer retention, and build new customer relations. Also, personalization can be implemented throughout marketing and can be executed as an email marketing strategy to impact both customers and businesses to succeed and gain great results and impact.
Why is personalization essential for email marketing?
Email marketing is a fundamental marketing channel to impact and generate targeted and successful customer retention, satisfaction, and messaging. Despite the fact that email marketing is a strong channel to implement these means, the feature of personalization takes email marketing a step further by channeling crucial strategies, such as brand awareness, building relationships, keeping relationships, etc to effectively magnify email marketing strategies.
Email marketing can be achieved with the features of personalization, but high-end personalization is ensured with Ongage which brings a better understanding of what customer’s want with personalization. For example, with Ongage email marketing personalization becomes simple and fast by putting forth dynamic content feeds with personalized emails and operations.
The core question comes into play which is: how can email marketing be personalized? As a matter of fact, there are a few ways in which this is made possible:
- Personalizing copy: When creating an email it is fundamental to put forth an email that contains personalization of the copy. What this means is that when sending an email subject lines, headings, etc should contain names of the email targeted at and provide effective messaging, such as sender details.
- Personalize re-engagement emails: Re-engagement is a vital way to target inactive customers and retain them at the sametime. However, with personalized re-engagement emails it is faster and easier to keep customers and receive positive feedback too.
- Personalize images: Another great way to personalize email marketing is by personalizing images, such as researching and gathering images of customer profiles.
- Personalize special offers: Well targeted and thoughtful offers increase engagement rates to a great level. But, personalization of this area can in fact maximize results with personalized offers.
- Personalize behavior: Automatic messages are usually a problematic means to generate email marketing, however behavioral triggers are boosted with personalization of these areas to become successful and effective.
- Personalized product recommendations: Email marketing can be improved with personalization, especially with product recommendations. In fact, concentrating on a customer’s purchase or recent history can ensure higher success rates.
Key Factors of Personalization
Centering on consumer-specific information is a major way that personalization takes into consideration of email marketing strategies, because customer’s play into account as the heart of the process to enhance marketing of products and services. However, before interacting and implementing personalization as a core element of your business’s email marketing strategy it is important to concentrate on the best practices on how to execute personalization in the first place.
Let’s interact with the best practices steps and factors of personalization of email marketing processes.
- Create and define a personalization strategy of your business’s goals. For instance, you should think about whether to focus on behavioral impact, customer loyalty, brand strategy recognition, etc.
- Review each part of your email you will send out. This can include headings, names, bodies, and more.
- Collect and review the data to be correct and effective. In order for personalization of the email marketing to be successful, you should review and check that the data you are utilizing is correct.
Also, buyer behavior plays a crucial role in personalization due to customer actions showing which way to create an email marketing strategy. For example, if a customer views a particular product or service this triggers the way that personalization will be generated to be productive and effective from using specific names to displaying specific products in the email that will be sent. With buyer behavior, offers and subscriptions that will be sent with email marketing strategies will be easily personalized too, because the consumer behavior will be tracked and triggered accordingly.
The digital era has transcended the past and the usual trends of email marketing and created a new period for the term itself with personalization. Personalization has brought a fresh outlook to email marketing by taking into account consumer-specific data and buyer behavior triggers. With these new ways that have been gathered with personalization leads to better outcomes for both customers and businesses. From brand recognition to customer loyalty to customer retention, etc.
It would be problematic not to implement personalization into a business’s email marketing strategy, because this feature brings not only multiple core benefits, but also enhances the workflow of businesses to become more smooth, effective, and simple. Running personalization means better results and satisfied customers which will ask for more emails and products which will boost revenue and profits as well. Although personalization is viewed as a current trend, it will remain as an important and strategic factor in administering email marketing methods.