Want better engagement? Take the time to personalize.

Personalize your email content

How many emails do you receive, either personally or professionally, that are personalized?

When creating content it’s so important to not only speak to your audience but personalize it in some way as well. 

One thing that drives me crazy are all the emails that I get that are so generic. I get ones that are talking to partners, ones that are talking to customers, and ones that are speaking to everyone.

So what do I do? Delete them.

If you aren’t taking the time to personalize your content then your audience isn’t going to take the time to read it.

How can you personalize your content and what should you personalize?

List segmentation

When I get a list from any event, conference, or marketing initiative I am segmenting it out.

I segment by:

  • Relationship type (end-user, partner, ISV)
  • ERP

You can also segment by product, industry, role, and more. You should segment customers by what product they own. Why do this? Because the messaging should be different for each segment. You should be sending out relevant and timely content that your subscriber can’t resist but to consume. You also don’t want to send an email to a customer about a product that they already have unless it’s new features or some update that is important to them.

This will result in them connecting to your email, engaging with it, and hopefully, completing the action you want them to take.

If you take the time, they will take the time.

Subject Lines & Preheader Text

Let’s start with the email subject line and preheader or preview text. The preview text is the sentence under the subject line that’s available in some email clients. 

Many of the automation tools out there make it simple and easy to add a person’s first name in the subject line or preview text.

By adding personalization you’re also boosting your open rate by 50%. 

You want to do it in a way that makes sense and speaks to them. Don’t just add it for the sake of adding it. Also, add it in one or the other. You don’t want to over-personalize as well.

The body of the email

If you’re writing your emails correctly, meaning speaking to your audience, then incorporating their name in the body of the email should be easy too. It helps marketers give subscribers more relevant, individualized content.

Plus, many of the email marketing tools make it easy to do this as well. 

Personalization sends a message that you understand, you have been in their shoes, you know how it feels, and you can help them.

You don’t always have to personalize the beginning of an email. You should also think about including it in the body of the email as well, if it makes sense.

The purpose of personalizing emails is to make your subscribers feel like VIPs, they’re not just an email address in your database.

Demos

Take your demos a step further and actually personalize them to your prospect. Imagine providing a demo that actually speaks to them and what they do.

First, do the research by visiting their website and have them fill out a questionnaire or requirements document so you can better understand their business and unique requirements.

Demos that speak to them do require work but they’re more effective.

By this I mean, say you have a pricing solution that helps with rebates and promos. Why not use the products that they sell in the demo and show them how you can help with their pricing strategy.

Or maybe you have a shipping solution. Again find out what products they ship and where. Then you can really show them what you have to offer and how you can help.

Sure this requires more time and effort on your part but I guarantee they’ll be impressed and it will not only make the demo go smoother but they may even buy the product sooner as well.

Personalization can go a long way so really take the time, do your homework, and create great content that speaks to your audience.

By creating personalized content, you ensure that your audience looks forward to interacting with your emails. You’re building that relationship so they know, like, and trust you. Then they can turn to you when they need a product or service you offer.

Wrap up

Personalization has evolved and will continue to evolve beyond merely addressing your recipient by name. With the rise of big data, marketers are now better equipped to become more personal with their subscribers. This is why you need to follow email marketing best practices and add personalization to your email marketing strategy as well as your demo strategy.

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