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Personalization

The Importance of Personalization in Email Marketing

What’s the point of building your email list?

Creating brand awareness?

Reaching out to customers?

Growing your business?

Yeah, we know these are very important for a business, but at the same time, marketers got to eat, right? So with everything we’ve mentioned, we also need money. 

For some reason, nobody talks about it. But the only way to know if your email campaigns are a success or not is if people will buy your product.

In today’s email marketing scenario, one size certainly does not fit at all. And that’s exactly where email personalization comes in.

What is email personalization?

Email personalization is the process of gathering information about your subscriber’s personal preferences to tailor targeted emails to them.

Think of your audiences as various kinds of fruits that you’ve gathered in a large basket. Now you can try to sell mixed fruits or categorize them according to their kind before selling.

In the first instance, there are two challenges.

  • Not every fruit costs the same.
  • Not every fruit has the same appeal to the customers.

This leaves you with the hassle of determining the correct price as well as the fear of making fewer sales.

To tackle these challenges, you can categorize your fruits according to their kind so that you can determine the price and boost sales.

Email personalization does the same thing to your email list. If you have many subscribers, you can divide your email list into multiple segments to better understand your audiences. And with a well-segmented list, it will be easier to reach out to your audience with personalized messages to increase conversion.

Why personalize emails?

Let’s extend our previous question here. In a world where buying an email list is the easy way out, what’s the point of building one from scratch?

It’d be way easier to say that the point of collecting emails is to boost engagement and increase sales. But today’s customers don’t just like personalization; they demand it. And if you can’t distinguish between orange and apple, your email campaigns aren’t going to make you a penny. 

Campaign success depends a lot on knowing your customers and personalizing their experience. And with that being said, let’s look at some other reasons why it’s necessary to personalize emails:

1. Establishing an emotional connection

Dale Carnegie once said that one’s name sounds the sweetest to them in any language. While “Dear Sir/Madam” is a very formal, generic approach to greet someone, this can also mean that you don’t take your customers seriously. You’ve only figured out their gender and did the bare minimum before reaching out.

On the other hand, “Hey Danny” sounds so much better and immediately generates curiosity. It connects to your customer’s emotions and triggers them into reading your email. The same applies to email communication; the more information about your customers you have, the more you’ll be able to modify your tone and personalize your message. This helps you establish an emotional connection with your audience using their demographics, geographical location, behaviors, and interests.

2. Addressing audiences pain points

People are too busy to respond to a message that makes no sense to them. In a world where bots can deliver millions of emails every day without regard to personalization, your email won’t stand a chance without identifying your audience’s pain points. Personalization helps you identify your buyer persona and their pain points.

With a little help from analytics, you can address their problems and offer them the right kind of solutions. Better businesses believe in solving the customer’s problems instead of simply trying to get people into purchasing products. And personalization helps you to just that! Thus personalization is also a more innovative way of marketing.

3. Shaping customer’s journey and focusing on the audience’s needs

Email personalization techniques exist because all your customers aren’t the same. They have different personalities, priorities and show different interests and behaviors. Moreover, some of your customers don’t come to your business to simply buy and leave. They want to experience a journey, and it’s up to you to make it a good one.

Personalization works because it lets you focus on your audience’s needs rather than simply pushing them with cold emails. A well-segmented contact list helps you figure out what your audience is looking for and what attracts them most. This enables you to focus on your customer’s needs and shape their journey with your business, making every customer’s journey a happy one.

4. Increasing trust

Today’s internet users receive about 121 emails on average every day, most of which remain unopened. Why?

Think from your perspective, how are you going to respond to an email informing a transaction error notice from your bank if it starts with “Dear beneficiary?”. That email immediately possesses a security concern for people that are looking to protect their banking credentials. Such emails get reported, never to be seen again.

Similarly, eCommerce and online businesses need to earn a certain level of trust to communicate with their audiences effectively.  In an era where personalization is not only convenient but also a demand, you simply can’t afford anonymity.

5. Reducing fear and maximizing customer service effort

With more bots sending out a larger number of anonymous messages every day, spam is becoming an ever-growing problem. On the other hand, internet users consider a brand’s attempt to personalize messages and services as an additional effort to enhance customer service.

That’s why emails that start with generic greetings don’t do the job anymore. It’s a mare attempt to gain something from what your business can offer, a practice marketers should avoid.

Personalization can significantly reduce the fear of spam and calm the average internet user’s ego. It enables you to deliver exactly what your users want and helps you win your customer’s buying decisions.

6. Delivering faster and reliable customer service

Customer service is one of the best ways for any organization to earn customer’s loyalty towards their business. But today’s customer service has already gone beyond answering your customer’s questions. Now you need to use tones that make your customers comfortable, empathize with them, and offer value to satisfy them. 

Personalization plays a crucial role in keeping track of your customers. It helps you store your audience’s data in a centralized system so that you can learn their preferences and interests. With such valuable information at your disposal, it would be easier for you to ensure a fast and reliable customer service experience the next time they approach you.

7. Impressing customers and getting a competitive advantage

With thousands of businesses joining online business and eCommerce, today’s market is highly competitive. Therefore it’s vital to set yours apart from your competitors. While it’s easy to say, setting your business apart isn’t going to be a cakewalk. It takes something special to win your customer’s heart and differentiate your business from its competitors.

Since customers like brands that personalize content, you can impress your customers by offering customized services and personalized messages. This takes your overall business, and email marketing beyond generic services, list-building, or cold emailing and ensures maximum sustainability for your business. Hence, personalization is crucial for ensuring an impressive customer experience and getting the competitive advantage you always craved.

8. Gaining loyalty and brand advocates

In Brands We Trust” – that’s the slogan today’s customers sing. Now most customers purchase products and services from brands that they trust. In fact, trust is so valuable to customers that they want brands to establish trust before making a purchase decision. Therefore, gaining your customer’s loyalty is an imperative task for any business.

Personalized messages and customized services can improve customer relationships and boost their loyalty towards your business. A happy and satisfied customer will be raving about your product or service to anyone they meet in person or on social media. And this word-of-mouth marketing can generate a staggering 90% conversion rate. That’s why it’s vital to take a user-centric approach, be it your service or your marketing emails, to gain customer loyalty and generating brand advocates.

9. Ability to automate tasks

Today’s marketing seems to have transformed into an inbound marketing methodology that requires marketers to increase awareness among the audiences, guide their consideration to get a purchase decision in favor of their brand.

Frankly speaking, executing such a marketing strategy wouldn’t be possible without being able to automate tasks. Manually doing so would be tiresome and impossible at times. However, with the rise of customer relationship management systems and marketing automation software, it has become easy to automate a customer’s journey.

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Today’s marketing automation software lets you get your leads onboard with personalized welcome sequences, and you can guide their journey as they progress through the awareness stage to the consideration stage to finally deciding to purchase. With a marketing automation tool, you can segment your audience as they progress through the automation and personalize every message they receive from your brand. This makes personalization much more vital today than it was in the past. Customers simply expect it from your brand, and it’s up to you to deliver what they want.

10. Stats don’t lie

There’s a difference between logically explaining something and providing absolute proof. That’s where statistics comes in. And if you’re still seeking some evidence to justify the importance of personalization, here are some email personalization statistics:

  • Including your recipient’s name in an email subject line can increase email open by 20% and reduce unsubscribe rate by 17%. – Stanford Graduate School of Business
  • Personalized subject lines improve the open rate by 26%. – Campaign Monitor
  • Email personalization increases 600% higher revenue. – Experian
  • Segmented campaigns generate 760% higher revenue. – Campaign Monitor
  • Segmented campaigns generate 58% of all email marketing revenue. – DMA

Such statistics only prove that email personalization is the key to campaign success and customer service. Internet marketers agree to the importance of personalization. More than 51% of marketers believe that personalization is the key to improving engagement with the audience. Hence, personalization has become a common practice in internet marketing and especially in email marketing.

Bottom line

The point of growing an email list is to generate genuine leads that will eventually become your customers and produce revenue for your business. And personalization helps you guide your customer’s journey by addressing their pain points, building trust, and delivering excellent customer service.

By personalizing your communication, you’ll not only turn your leads into customers but build an everlasting relationship that will create amazing brand advocates who’ll do the marketing for you. Besides, marketing automation software has made personalization so convenient that you can set it up for once and all. And that’s why you should start putting personalization into practice.

If you want to get started right away, you can read our article on email segmentation strategies. And if you want to achieve maximum campaign success, don’t forget to subscribe to our blog. We’ll keep rolling out more on campaign success!

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