Written by: Bianca Schwartpaul, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Did you know that the ROI of email marketing is an impressive $36 for every $1 spent? However, there are specific strategies that you will have to put in place to make this work. One of the strategies is to personalise your emails and incorporate the behaviour of your customers. Let’s look into them.
The basics email marketing personalisation
A fundamental step is to incorporate the recipient's first name in the subject and address lines, converting your message from a generic email to a personal note. This gesture alone significantly enhances the recipient's engagement by making them feel valued and recognised. However, personalisation doesn't stop there. Diving into the recipient's demographics enhances your strategy, enabling tailored content that resonates on a deeper level. Demographic data such as age and location provide vital insights that should be incorporated into your email marketing. By integrating this information, your emails can address the specific needs and preferences of your audience, making each message feel bespoke.
Get to know them
Understanding and leveraging the specific actions taken by your subscribers – whether signing up through a webinar, engaging with a lead magnet on social media, or any other interaction – provides invaluable insights into their interests and preferences and this is what ultimately will bring you the success you desire from your email campaigns.
Segmenting your audience
This behavioural data becomes a powerful tool in refining your email marketing strategy. By segmenting your audience based on their actions, you can deliver content that aligns with their interests, significantly enhancing the relevance of your messages. This approach not only improves engagement rates but also drives conversions, as your communications become increasingly targeted and meaningful to each recipient.
Address their pain points
Personalising emails based on customer behaviour also allows you to address their unique pain points effectively. Knowing what your audience has engaged with or shown interest in gives you clues about the challenges they're facing. Incorporating this understanding into your email content, especially within the subject line, can dramatically increase the likelihood of your emails being opened and read. A subject line that resonates with a recipient's specific situation or challenge is compelling, making them feel understood and more inclined to engage with your message.
Nailing the delivery time of the email
Furthermore, the timing of your emails plays a significant role in their effectiveness. It's not just about sending emails at a time that's convenient for you but finding the optimal moment when your audience is most receptive. Many email marketing platforms offer features that allow you to send emails based on the recipient's behaviour, ensuring that your message arrives at a time when they're most likely to open and read it. This level of personalisation ensures that your emails do not just reach your audience but do so when they're most attentive and engaged.
Incorporating these strategies into your email marketing efforts can significantly enhance the personal connection between your brand and your audience. By personalising your campaigns, you create a more dynamic and responsive email marketing strategy. This approach recognises the individuality of each subscriber, offering them relevant and timely content in line with their current needs and interests.
Bianca Schwartpaul, Executive Contributor Brainz Magazine
Bianca is your go-to expert in Social Media and Mailchimp. Leading the team at B Thriven, she's all about creating custom solutions for SMEs worldwide. Since kicking off B Thriven in 2019, she's been on a mission to help businesses tackle those tricky marketing challenges. She understands the hurdles companies face online and is all about offering smart, encouraging ways to get past them. Her team is super skilled at putting together personalised strategies in social media and email marketing, making sure each client doesn't just get by, but actually stands out in the crowded online world. With a big focus on putting clients first, she's always there, guiding businesses on their path to success.
