Email marketing, which we are going to refer to today, is the type of marketing focused on email as the main channel to promote products and services of a company. To do this, it is necessary to create personalised and effective emails that reach our users in the right way.
what is email personalisation?
Email personalisation is a digital marketing tactic that typically involves using subscriber data to create a personalised experience for different groups or individuals. Personalised emails give marketers the ability to target specific subscribers with special offers, relevant content and important information.
As the name suggests, the goal of email personalisation is to create a more personal email experience. The inbox is a private space, so when your brand's emails arrive there, you want people to feel like they're receiving a message from a trusted friend. The last thing your subscribers need is yet another ad in the middle of their Outlook or Gmail inbox.
why is it important to personalise your emails in your email marketing strategy?
- better conversion rates - When you tailor an email specifically for the reader, the content and message resonates more because it means something. Generic messages undermine your own conversions.
- better lead nurturing. When you personalise your emails based on each user's interests and behaviour, your marketing will make a stronger connection and convert more leads in your pipeline.
how to personalise an email?
- Include region-specificinformation, such as a city, when appropriate.
- Send content that is relevant to the lifecycle stage of your sales opportunity.
- Only send emails that align with the last interaction a lead had with your brand.
- Write about relevant or personalevents, such as region-specific holidays or birthdays.
- End your emails with a signature from a person (and not your company).
- Use a relevant call to action that redirects to an offer that is useful to the reader.
- Complywith privacy laws - This point is really important, as you need to be aware that when you collect data for email personalisation you need to protect customer privacy and comply with data protection laws. If you are reading this, chances are you have to comply with the EU's General Data Protection Regulation (GDPR) .
- Make a compelling subject line to grab your reader's attention- here's how to do it.
How to create an irresistible email marketing subject line
Writing a good subject line is no easy task, and writing a magnetic one is even more difficult. However, you can't afford to let a subject line go unnoticed, leave indifferent or not arouse the necessary curiosity in your customers, because if the subject line doesn't motivate the opening, the failure of your campaign is assured. To help you, take note of these 10 tips:
- use square brackets. When you send a lead magnet, an infographic, a new webinar or a new blog post, use square brackets.
- use humour, be unique and personal - sharing a more personal tone will surprise your subscribers in a positive way and will surely improve your conversion rate.
- generate urgency and scarcity. The sense of urgency and scarcity arouse very effective emotions in a sales campaign and motivate to take action, so if you manage to create a subject that includes these two ingredients, you can ensure a high open rate.
- use inverted commas - inverted commas create the impression that the subject line is something someone said or an important part of a story, which makes it personal.
- be specific - what's in the email? A good strategy for creating an irresistible email subject line is to be explicit about what they will find when they open it so they will want to get to it quickly.
- be positive - subject lines with positive messages work better than those that appeal to negative emotions.
- synthesise: The perfect subject line should be short. Very short: According to several studies, the ideal length is between 3 and 4 words.
- be careful with capital letters. Using a lot of capital letters in a row reduces the opening rate of an email, so be careful how you use them in your subject lines!
Finally, if you are new to the world of email personalisation, remember that you don't have to jump right in with the most advanced techniques. In fact, it is completely acceptable to start small and take it one step at a time. Experiment with the different ideas you have read today and find out which ones your contacts respond positively to. Over time, you will develop a solid and effective email personalisation strategy.