Personalization is when you shape things by your audience’s personality. For example, in email marketing, marketers must ensure that each email they send is somehow personalized. We have listed the 5-step guide to help you with email marketing personalization.
You don’t have to be in the email marketing business for long before you come across the term e-mail personalization. In fact, you’ve probably been prodded to death by now about why you should personalize your emails and how that helps in increasing your outreach. Well, we’re here today to answer the question of HOW you can go about personalizing your email campaigns. Take a look at this 5-Step Guide to Email Marketing Personalization so that you know exactly what to do before drafting your next campaign:
Step 1 – Define your goals and audience needs
The first thing you need to do before you even sit down to compose your emails is to identify your business goals (what you aim to provide your customers with) and your target audience’s requirements (what your customers actually need). Being clear about these two things mean you have a better idea as to what factors would most attract your customers, without forgetting what you can realistically provide them with. And in a business where you’re trying to attract as many people as possible, remembering this difference is the key.
According to research highlighted in Campaign Monitor, start by establishing your email marketing goals with precision. Ask yourself: What are the desired outcomes for your email campaigns? and Frequently pursued objectives encompass elevating sales figures, enhancing website traffic, expanding your subscriber base, or fostering stronger relationships with your current clientele.
Step 2 – Optimize marketing automation workflows
The next step towards personalization is to design your marketing automation workflow in such a way that it naturally gets rid of any unnecessary content from emails. For example, if you’re an e-commerce service that automatically prompts users when they’ve left items in their cart, it would be better to design the system to wait for a few days if the items weren’t recently clicked in the past couple of hours (which means the customer is still reviewing them). In short, getting rid of unnecessary content lets you optimize your call to actions, thus increasing user engagement.
Step 3 – Group your subscribers into segmented mailing lists
This is probably the most important step when it comes to email marketing personalization. Segmenting your subscriber list into groups based on age, gender, location, and other demographics means you can advertise specific services to different groups. Ones that they’d most likely be interested in. This practice is much better than sending out the same email to every single customer out there.
In line with research findings presented by Sender, initiating the process by sorting your subscribers into distinct categories is pivotal. These categories should be determined by pertinent factors like demographics, purchase history, geographic location, or levels of engagement. This segmentation empowers you to customize your communications, guaranteeing that each subgroup receives content that precisely aligns with their specific interests and requirements.
Step 4 – Using data from previous email campaigns to further personalize new ones
Yeah, yeah, I know. Skimming through years of marketing data doesn’t sound like too appealing of a task, but the importance of finding out what worked in the past (and hence would most probably work now) simply cannot be overstated. You need to know whether or not your previous personalization strategies worked, so you can expect a better result from your new campaigns keeping these past experiences in mind.
Step 5 – Analyze your strategies and optimize for the best results
Markets and industries change at a regular pace, and if you want your brand to stay relevant, you need to be down with the trends. Analyze your strategies for how effective they are today, and what you can do to achieve better results. Only by remaining in a constant state of flux can you truly achieve email personalization.
As outlined in an article featured on Science Direct, thriving in today’s competitive arena and attaining sustainable growth necessitates a dedicated emphasis on ongoing refinement. its important to Consistently evaluating your marketing, sales, and operational strategies allows you to discern their effectiveness and pinpoint areas of weakness, and unearth opportunities for enhancement.
