By: Mallory Bowers | 10/15/2019
In a world where people are surrounded by advertisements and promotional materials and SPAM folders always seem to be full, the simple act of personalizing your email campaigns can make a world of difference on your sales conversions.
In fact, a recent survey found that 94% of respondents across a multitude of industries ranked email campaign personalization as important, very important or extremely important when it comes to meeting their email marketing goals. Experian has found that personalized emails result in a 600% increase in transactions.
And if the only personalization you incorporated was including the subscribers name in the subject line, open rates still increased by 26%. Interaction and engagement leads to trust, and that trust often (over time) results in a sale.
If you're one of those 94% who knows that personalization is essential but aren't quite sure how to go about it, the good news is that it's easier than you think. Even better, if you have no desire to "go it alone" and need a little assistance making the shift, we can help.
Once upon a time, the only way to personalize email campaigns was to create individual emails and send them out one by one. That's hardly the case any longer. By using an email marketing platform that is combined with a CRM (customer relationship management) component, you can literally personalize thousands of messages in the same time you would normally need to just send out one.
CRM software allows you to do more than just build a list. It allows you to build intimate profiles on all of your subscribers. Using tools like forms and surveys that have custom fields, you can drill down into the depths of each reader's unique backgrounds, behaviors and buying habits. That means that instead of just personalizing subject lines and salutations, you can also merge information like gender, location and interests into your campaigns.
Here is just a small sampling of the details you can collect and plug into your email campaigns:
But collecting and storing this information is just the first step. To get the maximum benefits, business owners and marketing directors need to be able to take this information and use it to segment their subscribers into separate, highly specific targeted lists that can blow your previous open, click through and transaction rates out of the water. And you can do it with very little manual interaction. In some cases, the entire process can be handled on autopilot when you combine it with the power of automated marketing campaigns and drips.
The key to generating more revenues is to first focus on relevance. And one of the best ways to keep all of your emails more relevant to your readers is to segment them into targeted groups. For instance, if you sell a vast array of products, but some are of greater interest to men than women, having your list segmented (using tags or labels in your CRM) by gender can be a powerful way to increase engagement and sales.
This does require a little extra work on your part, but if you do this consistently, it will only take a matter of minutes at each pass.
There are an infinite number of ways you can segment your list. Here are just a few of the most popular:
Of course, you can only segment your list based on what you know. So, how can you obtain the information you need to increase relevance and engagement?
Don't worry - you don't have to stalk your customers on social media platforms to obtain the information you need. You can actually entice them into telling you everything you need to know using simple forms and surveys that utilize custom fields. Not only will this help you to capture the information, you can also then use the custom fields as part of your personalization campaigns.
If you're worried that people won't be willing to share, don't be afraid to incentivize! Offer a free report, a coupon for a special discount or another freebie or bonus to encourage your readers to take action. However, you should be careful not to turn this into a randomly selected prize or giveaway, unless you are very familiar with sweepstakes laws and how to stay on the right side of them.
Now that you understand how personalizing marketing and sales efforts is imperative for a positive customer experience, and will return the most results when it comes to increasing sales and retaining clients - what next?
Get started with personalizing the customer experience with a free trial of Act! Growth Suite. With zero risk and a helpful team to work with you through the process, you'll be closer to increasing your conversions, profits and start turning prospects into your raving fans.
Have a few more questions before you make your move? That's okay - we understand that, too. Contact us and we'll be happy to provide you with all of the answers you need.