When you hear the word personalization in email communication space, the first thing that comes into your mind is “name personalization”, along with a few other well-known techniques.
Name personalization certainly holds its spot in the overall personalization efforts, but email marketing is an evolving industry. The industry has learned with the user experience, introduced new techniques to comply with rules, and built new tools to help more effective email communication.
Today, let’s find out some ideas other than simple name personalization. How it looks, when you have a personalized greeting note or a very well-thought-out subject line that draws attention. But your effort for better engagement meets a dead end with a reply-to email that says, [email protected]
Table of Contents
- Use a steady email address for communication
- Engage your audience consistently
- Segment your lists
- Set a frequency for your emails
- Personalize your emails with Mumara
Use a Steady Email Address for Communication
Let’s start using emails with real recognizable email addresses, instead of noreply. Results show that even reply-to email with random company emails like [email protected], wouldn’t perform as well as emails with a person’s name.
It is a great idea to put names that your clients may recognize, like the sales agent that had an initial live chat session with the newly converted client, the product manager, or the right person in your company to broadcast, product upgrade emails, and monthly newsletters.
If you have implemented the above-mentioned person’s reply-to-email strategy, then, reap its complete fruit. Frequent changes in sender email and reply-to email can disturb the engagement cycle.
Engage Your Audience Consistently
Keep it consistent, until you start getting materially productive results. Like the earlier mentioned sales agent in the reply-to email, can be the right person to involve the client in a cross-sale or up-sale discussion.
It is even better if the sender’s email and reply to the email match, that technically wouldn’t have an effect on deliverability or passing authentications, but certainly have an effect on the impact your email casts.
In a nutshell, try to keep it in person and try to keep it consistent as well. The end goal of personalization is improved subscriber engagement. You just don’t always follow the obvious ways to create a personalized email; you keep on experimenting with new things. Recognizing certain segments of recipients and having a separate approach for each can have a positive impact.
Segment Your Lists
It is always good to segment your records, based on their time zone and location. Sending all of your clients situated in different locations across the globe, won’t serve the goal well.
You need to hit your subscribers before their inbox swell with unread emails, and the position of your email isn’t very favorable in the pending list. Do some research on the appropriate time when a certain group of recipients in a particular time zone and location engaged better, and make use of Split Tests.
Don’t get Irrelevant It has earlier been mentioned that the sole purpose of crafting emails with personal flavor is to get the recipient engaged, followed by the step of opening the email.
Set a Frequency for Your Emails
There has always been a discussion regarding what’s the decent frequency of email sending. But what I want to say isn’t just frequency, it is remaining relevant. Irrelevant email communication can lead your recipient to opt out of your mailing list.
Always keep note of what was previously sent to a certain segment of the subscribers, how they reacted, and what are they expecting now. Unless you achieve this good level of recipient engagement. And even after that, avoid sending disorganized emails.
If the subscriber is engaged in an up-sale discussion and expects to have the details of a newly added module and discount pricing in the next email, keep him intact, and avoid distracting subscriber attention by sending irrelevant emails during that time.
Personalize Your Emails with Mumara
We have just discussed the importance of keeping note of subscribers’ locations; one way to reach subscribers of different locations separately in one campaign is by making use of tools that help to create dynamic content.
Tools like Dynamic Content Tag within Mumara will help create an entirely new text section to automatically be sent out to a certain number of subscribers upon meeting set criteria. You can explore a number of variations to define unit rules based on location, e.g. when subscriber “Country” is “UK” or “City” isn’t “London” etc.,
Automatically replace the particular section (or complete email) with the content unit saved in the dynamic content tag. The more tactical dynamic content tag can have dynamically driven images, along with the dynamic text.
For instance, reaching subscribers in Country France using their native language French will improve the level of personalization and subscriber engagement also. Find some more ways of email personalization in the following blog that also covers some more details of Dynamic Content Tags for email personalization.
Read more Email Marketing Blogs.