Email marketing is one of the cornerstones of monetization in modern ecommerce practices. Businesses can generate return on investment for every dollar spent on email marketing anywhere between $ 36 and $ 57. However, about 300 billion emails are exchanged worldwide every day, of which only 21,33% are opened. Therefore, the competition for customer attention is fierce. That's why companies need to go the extra mile to make their email marketing campaigns have an impact. That extra mile is personalized email marketing. It seems so obvious, but it happens so little successfully.
WHAT IS EMAIL PERSONALIZATION?
Email personalization involves using customer data to create tailored content for the person on the receiving end of the email marketing campaign. The ultimate goal of personalized email marketing is to make your customers feel valued and important.
Email personalization leads to an increase in every measurable key performance indicator (KPI). Metrics such as open rate, click-to-open rate, and click-through rate invariably increase when email content is personalized. This translates into more customer involvement and attention. In addition – and perhaps more importantly – email personalization significantly improves lead generation and profit margins.
EFFECTIONVE EMAIL PERSONALIZATION STRATEGIES
Custom email marketing goes far beyond adding a customer's name to the email header. There are more advanced ones personalization strategies needed for more robust and efficient campaigns.
In light of that, here are 7 effective personalized email marketing strategies for ecommerce business owners to strongly consider:
SEGMENT YOUR CUSTOMERS
Customer segmentation is a critical first step to successful email personalization. Segmenting your audience means dividing them into smaller groups based on predefined parameters. Simple lists can stratify customers based on age, gender, and location. However, be more innovative with the criteria that define the lists to get the most out of segmentation. Data such as purchase history and frequency, web page visited, and customer behavior can add depth to your personalization. Segmented campaigns drive a revenue increase of 760%, which underlies the importance of this strategy.
SYNCING AUTOMATED EMAILS WITH CUSTOMER JOURNEY
The right email at the right time always makes the difference. Set up your email marketing to send emails automatically when customers take certain actions and inactivity. For example, an automated email with a discount offer that you can schedule when a customer spends a certain amount of time viewing a product on your website. In this way, personalized email marketing helps customers move through the sales funnel, sell products and increase sales to 75%.
SEND MILESTONE EMAILS
This may seem generic, but milestone emails are an easy way to show customers they matter to your organization. 1TP236 Birthday Emails generate 179% more clicks than standard promotional emails. Therefore, they represent an excellent marketing opportunity. Emails celebrating a subscription anniversary or valuing customers when they reach a certain amount for cumulative purchases encourage engagement and build loyalty.
PERSONALIZE EMAIL CONTENT
A simple personalization trick is to structure your email content so that it reads as if it belongs to a person and not the company. Therefore, a useful email marketing strategy is to use first names in the sender data rather than just the company name. A little less formality also makes the email content feel more recognizable and interesting to the customer. In addition, include product recommendations and special offers for the customer in the emails as often as possible.
USE DYNAMIC CONTENT
While personalized email marketing may seem challenging, using dynamic content reduces the implementation workload. Dynamic email content – including text, images, and call-to-action – changes depending on the end user's attributes and data. Using dynamic content allows you to target different customers with the same email, saving time and preserving personalization.
HAPPYVEN PERSONALIZE OUTSIDE THE E-MAIL
Emails sent to customers often contain backlinks to your website. So make sure you amplify the effect of email personalization by making sure those links lead to custom landing pages. By doing this, you keep the customer moving toward the all-important goal of making a purchase.
INTEGRATE THE RIGHT TOOLS INTO YOUR EMAIL MARKETING
Connecting your email platform to rich sources of customer information is critical to personalized email marketing. After all, the more customers you have, the more customized your emails will appear to recipients. Integrate CRM or CDP in your email platform to increase the relevance of the content you send to customers.
In short, personalized email marketing is undoubtedly mandatory for any business looking for success in 2022 and beyond. Take your email marketing campaigns to the next level of engagement and monetization with this tried and trusted personalization strategies.