Personalizing your brand means reaching out to the customers or tailoring your campaigns that interest them or develop their emotional affiliation towards your brand.
In the last few years, brand personalization has picked up the pace because customers are becoming readily ignorant of the products which don’t relate to them. They are not even entertaining big names either.
There are many platforms used for brand personalization but none of them comes close to the medium of email. Personalized emails have shown 6 times higher transaction than non-personalized emails. These are encouraging number which can convince any potential marketers to opt for email personalization.
However, it takes the right methods to accumulate such staggering growth. You can rely upon the following six ways to personalize your brand through email marketing.
Personalize The Subject Line
Take your own example. All the emails you have clicked by now, what was the first thing that pushed you to do so? Correct, the subject line. So is the case with almost everybody and, unfortunately, that’s where most of the marketers go wrong. The stats below highlight the significance of a subject line.
You should not commit the same mistake. Here is how you can create a relevant subject line:
- Use first names: Customers absolutely love it when they see an email carrying their name. This method goes well with human nature and numbers seem to convey the same. You have the possibility of getting 29 percent of higher unique open rates by mentioning the name of the respective customer.
- Location: If your subject line reads “50 percent off on summer clothes” when the customers are going through freezing cold what you expect them to do? Click and read your email? Of course not. It’s a blunder which might force recipients to even unsubscribe from your email list. You must keep the location in mind while crafting a subject line.
- Words to avoid: There are certain words that trigger negativity right away. No wonder, the email ends up landing in the spam folder. These words include, “free”, “guarantee” and suchlike. This is a tech-savvy generation and people can easily differentiate between real and fake offers.
Send Individualized Offers
People have different goals and interests which foster their needs so sending the same offer to all the customers is always a flawed tactic. Even though you are offering a heavy discount, people are never going to feel motivated to buy them.
The only way to sell them is by giving them what they want. Spoon feeding does not work in business unless you want the customers to run away from your brand.
Once you have the data, it helps you nurture impeccable customer profile. Using their profile, you can create offers which customers can hardly refuse. While individualizing offers, it is equally important to keep genders in mind.
Naturally, men and women fall in a different category so they are likely to respond differently to the same offer. So much so, they have a different eye to look at the same color. Purple is considered one of the favorite colors in female gender but 22 percent of the men categorize it as by far one their least favorite colors.
Personalize The Email Design
The subject line might give your email a much-needed click but you can’t retain the customer long enough to read the whole email if email design is not user-responsive. Obviously, there might be desktop traffic coming your way but the Internet has become mobile-centric more than ever.
Smartphones are the primary source of Internet traffic. Hence, mobile optimization comes into play, especially, if your targeted audience has a large number of the millennial generation. Remember, an average user spends 5 hours per day on his smartphone.
Analyzing the customer behaviors, you get the idea that which font color, font size or layout will appeal to a certain user. This might look like a long list but with the right tools at your disposal, you can literally nail the job without much hassle.
You can consider hiring a professional agency like designrr to enhance email design for greater appeal.
The above graph shows how the world has been shifting to mobiles over the years.
Hit When The Iron Is Red Hot
Marketers do all the hard work to create quality-content and then ruin everything by sending it at the wrong time. What’s the point of putting so much effort then? Hard work has its benefits but at the same time, you must work smart as well.
Some people have a nag of reading emails after waking up. Some give a thorough look at their emails just when they are about to retire to bed. Your audience could contain either of these two types.
Analytic tools can really solve this dilemma for you. They will spell out in a split second that when most people read your emails and when most of them are prone to skip them. Although, according to a credible finding, 10 am or from 8 pm to 12 am are held as the most optimal times to send emails.
You can also consider A/B testing to ensure the maximum click-rate for your emails.
Send Email On Important Moments
Who does not like to be wished on the important days of one’s life? The days like marriage anniversary, birthdays, etc. As a brand, you should not miss out on any opportunity to make your customers feel special. These occasions are literally platter which you can exploit in the personalization process.
Greeting customers on these special moments result in mutual bonding. No matter how disoriented a customer may be, an emotional message on such special days can melt him to the core and make him develop an emotional bonding with your brand.
Besides, people have the tendency to do shopping on such festive occasions, so it could wide open the gate for sales as well.
Don’t Forget To Track Your Performance
Have you been utilizing personalized email strategy but without any reasonable ROI? It is time for you to go back to the table and analyze the proceedings. There are a number of things which can give you a clue about your performance such as:
- Bounce rate
- open rate
- click through rate
- number of subscribers
You should keep quantifying the above metrics to know whether or not you are heading in the right direction. There are various email analytics tools which you should keep using time to time. By doing so, you will come across the mistakes to avoid.
Don’t forget, there is not a single marketer on the face of the earth who never took annoyance as marketing once in his career. Point being, there is no harm in making mistakes as long as you learn from them.
The essence of email personalization is to give your customers special vibes. The good news is that many companies are successfully doing that and so can you. It is just a matter of opting and sticking to the right methods. Afterward, just see how the revenue piles up. Customer expectations are increasing leaps and bounds, at no point you can stop personalizing regardless of how giant of a brand you may be.