Personalising your email marketing is practically guaranteed to have a positive impact on both reader loyalty and response rates. There are many different ways and degrees to which you can personalise your messages, so let’s take a look at some of the easiest.
It’s always nice to be greeted by name
Personalising your email greeting with the recipient’s name is a great way to get their attention and show that you’ve made an effort to treat them as an individual. Provided you’ve got name information stored in your database, it’s also really simple – in Sign-Up.to’s email creator simply click where you want to insert the person’s name and select ‘First Name’ from the personalisation options at the bottom of the screen.
If you haven’t got name data for your subscribers yet then it’s easy to start collecting it – why not create a competition or survey that you encourage your readers to complete, and simply ask for their name as part of the process. If you set this up using a form in your Sign-Up.to account your data will be automatically updated with their new information, as soon as they complete the form.
Tip: it’s always a good idea to set some alternate text which will be displayed if name data isn’t available for a subscriber.
Segment and conquer
By making some simple segmentations of your lists you can easily send out different versions of your communications tailored to meet differing customer tastes. You’ll often find that even very basic segmentation can have a huge effect on your response rates.
The most suitable segmentations for you will depend entirely on your subscriber base and what you are marketing – some example criteria include age, location, previous purchases, gender and responses to questions asked during the subscription process.
As an example, if you’re an online clothing retailer selling men’s and women’s clothing, then you could have two versions of your newsletter – one featuring menswear more prominently, and the other featuring womenswear. You could then split your list by gender – either using information gathered when they signed up for your list (title or a specific gender question) or by looking at purchase history information.
We’ve worked with many clients on simple segmentations like this and seen resulting sales increase by over 50% – just from that one simple effort!
You can create your segmentations as new lists in your account, or even more simply use the tools available in the ‘Send’ section to dynamically select people on your lists based on the data you hold. This second technique has the advantage of not affecting your actual data lists.
Use available insights
Even if you don’t hold names or other segmentation data you can still personalise your emails by using statistics from your previous campaigns.
Looking at link tracking data is a good way to identify themes/products that are of particular interest to certain customers, and using the tools available in Sign-Up.to’s tracking reports it’s very simple to create new lists of these people. You can then tailor campaigns around similar themes and target them to these customers. As you’re then communicating with them about things they’ve already shown an interest in you’re likely to see a good increase in response rates.
That’s a quick overview of some of the simplest email personalisation techniques. As always they key is having good data and a good understanding of your audience. If you’re just getting started (or just starting to focus more on) your permission marketing then don’t worry if you haven’t got sufficient data yet, as you’re campaigns progress you’ll soon start to accumulate the data you need and gain more insight into the best personalisation techniques for you.