Personalised Emails: 7 Ways to Frame Better Emails & Retain Customers
Email marketing is an effective customer acquisition strategy that promises sound ROI, and timely engagement. Personalizing your emails can help boost the engagement ratio to whole new levels.
Emails with personalized communication forge an emotional connection between the company and its prospects or customers. Companies can certainly benefit from tailoring messages to targeted customers in the long run.
Here are some ways to frame better emails that will aid in customer retention:
1. Make Emails Relevant to Customer Needs
It is essential that emails be relevant to the intended recipient’s needs. Just like you won’t open emails with subject lines that are irrelevant to your interests, recipients will always cherry-pick their emails to read and reply while even deleting emails that they never open.
Making emails relevant relies on a consistent flow of data. Businesses need to discover what their customers like and what is important to them. With today’s social media analytics, you can deep dive into the preferences, demographics, pain points, and behaviour of target customers.
Commence on a strategy with email campaign management services that first connects with customers and is engaged with your site and social media channel pages. Those who are interested do follow on social media or read posts regularly inclusive of your offerings as well. List the characteristics and segment the people based on their interests. With proper segmentation based on interests and behaviour, you can tailor relevant emails that will more often than not. Some brands create personas that embody the said characteristics helping the marketing team to craft emails that allow better personalization of emails for each segment.
2. Make Your Messaging Timely and Smart
After segmenting target customers, you need to create emails that are appealing to each segment. Email segmentation will boost your bottom line. Leverage analytics to reach your target audience in a timely manner, and strategize beyond publishing the newsletter to reflect in the inbox during work.
It also has to connect with the customer who is on a diverse buyer’s journey. Newsletter emails for the intended audience on the buyer’s journey will derive better engagement if they are relevant to the recent trends in buying habits. Those that match their timelines of habits are likely to get opened.
3. Use People’s Names
As per email marketing experts, recipients are expected to open an email if it comes from a person instead of a business. A sender’s face and the name is a great way to personalize emails. One can club the first name with the company so that recipients believe it is a legitimate email. While setting the subjects do not make the tailored lines be clichéd or creepy in any way. The body of the recipient’s name helps subscribers maintain attention and addressing their names makes them feel comfortable and important.
4. Personalize Data to Suit Recipient Ambitions
You can use email data to reflect recipient inclinations directly. You can present your research that reiterates the recipient’s stance, addresses actual pain points, their ambitions, and likes.
Most email providers help you email pertinent data for each recipient. For people who have undergone a kind of trauma will relate to subject lines that promise them no hassle or trauma for claims. Getting the right emotional connection through the emails is highly essential.
5. Personalize emails with smart Images
Emails that include images are likely to be remembered and retained by recipients instead of text content. Making images relevant to their interests will hook them emotionally. Use local images that are connected to the recipient’s location and his surroundings. By providing content that is connected to their local milieu, and emotions that are a core part of their feelings for certain aspects of their life, businesses can connect better with them. Genuine local flavours in emails can tug their heartstrings and make them sing.
Combine written copy with tailored images to connect with your email subscribers and engage them to interact with your brand even more along their customer journey. The imagery and the photos included in the email should reflect on the purchase history or other criteria that helped in the segmentation of your list.
6. Personalized based on customer engagement
Personalized emails based on engagement also work especially when the demographics are skewed and the only harmony in results depend on previous engagement. Utilizing the engagement factors for the next campaign email does help in increasing click-through rates. All engagement level indicators including purchase cycle and average sales can be taken into consideration.
Businesses can tailor messages to fit the buying cycle, exploring the relationship these buyers have with the brand. They could even be rewarded for ongoing support and loyalty towards the brand making them feel more intimate and exclusive.
7. Provide Handy Recommendations
Email recipients usually prefer companies who recommend them tailored products and services based on their past purchases. Brands have seen this work with a huge uptick in CTR on a regular basis. The recommendations give a genuine vibe about the brand on the basis of real buying behaviour standards.
New users who have not added any product or service to the cart could be recommended a combination of bestsellers and new entrants so that the top-selling status provides them with social proof about their veracity and impact.
Brands can benefit from personalized emails with the items that have been left behind in the shopping carts, and based on their browsing history, giving a real connection to the emails.