Which scenario would you prefer?
The first scenario is typical for all of us. We are used to disengaged coffee shop, supermarket, and bakery conversations that follow the same pattern. And what impact does it have on our experience as a customer?
The second scenario, however, makes us feel more appreciated and cherished as customers. This is the power of personalization – we are asked about our preferences, and based on them, are given personalized recommendations.
The same with email marketing. Except when an email doesn’t excite us, we don’t have to deal with it, like with the bakery in the first scenario.
This email immediately goes into the Trash folder.
Thus, personalization is the key to the hearts of your subscribers (which will also hopefully lock the door to that Trash folder).
What Do Stats Say about Email Personalization?
Campaign Monitor reports that email personalization has several significant benefits:
- emails that contain personalized offers are 26% more likely to be opened
- personalized emails have 6 times higher transaction rates
- segmented and targeted emails generate 58% of all revenue
Yet, for some reason, many companies still lag behind. Campaign Monitor also reports that only 39% of online retailers send personalized offers via email.
Yet, email personalization isn’t just important for increasing sales and boosting transaction rates. Personalization, in general, is very important for creating a positive customer experience and establishing long-lasting relationships with consumers. People love when they are addressed by name in an email – it makes them feel like they receive a unique treatment.
But email personalization isn’t just about addressing a subscriber by their name. There’s much more to it than meets the eye.
There are tactics that work very well for email personalization, and help build trust between a brand and a consumer without mentioning any names.
What are these email personalization tactics?
Let’s take a look.
1. What Do They Want?
If you remember, in the second scenario, the cashier asked the customer about their pastry preferences. Surveying a customer is a great personalization tactic, aimed at figuring out, what exactly they are expecting from your brand.
However, you can offer them a bit more than just participation in making your brand and product better.
Take a look at the email from Illy USA:
Besides inserting the link to the survey, the brand offers the customers, who complete the survey, 25% off their next purchase as a token of appreciation.
How does it contribute to customer engagement?
This email personalization tactic works both ways.
- You get valuable customer insights, which you will use in your marketing strategy, and you get ideas of emails with personalized recommendations.
- Your customers, on the other hand, get attention and the appreciation they deserve, and such offers influence their purchase decisions, as they receive a personalized offer with a discount.
Thus, if an average email survey has a 33% response rate, adding a personalized discount offer to it is likely to double this percentage. These emails also help create better customer service, as you learn more about your customers and their preferences.
On top of that, your email won’t get into that ominous Trash folder since it actually bears a lot of value.
2. Email Design Matters
Company executives know that, in business texting and professional text messaging, message layout is as important as its contents.
The same with personalized email – responsive design is as responsible for better email open rates, as the contents of the email.
What does responsive design mean for email personalization?
A responsive email:
- displays well on all devices
- adapts to all screen resolutions
- loads fast
- has all essential links
A personalized email with a good responsive design helps a customer make a purchase decision faster by providing them with critical information.
Here’s an example of responsive design of an email from Under Armour:
How can the design of this email influence customer purchase decisions?
- It has a personalized offer, available only for subscribers.
- It provides all relevant shopping links right at the top of the email, plus, the links to the Under Armour app.
- It links subscribers to social media, where they can find more information about the brand
Even the email is quite extensive, it took us 1 second to load it on the desktop, and 2 minutes to load it on the tablet.
Personalization and responsive design go hand in hand.
According to EmailMonday, personalized and responsive emails have a 30% higher click rate. And, since people check their emails mostly from their phones, creating responsive emails is not just a whim anymore.
It’s a must.
Another issue is the design localization. Many companies that go international, gain new audiences, which have an entirely different culture and speak a different language.
Why is the localization of email design important?
First and foremost, if you want to create a personalized approach to the new foreign audience and win them over, speak their language.
When a company enters a new foreign market, all marketing strategies as well as your entire email marketing campaign should be localized. In this case, it is recommended to hire a translation service like one of those you can find at PickWriters. Otherwise, you risk leaving out important culture- or language-related issues, which may even be offensive.
3. Collect Recommendations
Emails with random offers usually go right in the Trash folder. Consumers, who receive hundreds of emails from different brands every day, want relevant offers that they can take advantage of.
Sending emails with recommendations is also a kind of an email personalization tactic. Coursera is a great example of a brand who always recommends its subscribers the right course options through an email:
By sending product recommendations tailored specifically to a certain subscriber, you’re being personal without addressing a subscriber by name. And subscribers love brands who know exactly what their customers want and send out emails with personalized offers.
Over to You
There’s a very good proverb.
Do as you would be done by.
You can rephrase it a little bit: treat your customers the way you want your brand to be treated.
Building a strong relationship with customers is essential for the success of your brand. Companies nowadays employ a variety of strategies, including email marketing.
But email marketing can be different as well. You can write a simple disengaged message and get a low response rate.
Or, you can create personalized emails, using customer feedback, localized and responsive design, and personalized recommendations. And double your response rate.
Donald Fomby is an impeccable writer with vast experience in writing articles. His articles have been published in many online publications, websites, and blogs. He currently writes for 3to5marketing, where he shares his excellence in marketing.
Sometimes brilliance can’t be contained, no matter where it’s from. Join us as we cherrypick the best advice from influencers in this space. We only share the opinions of those who care as deeply as we do about great marketing.