Modern marketers are often told of the importance of personalising email content in order to meet the expectations of increasingly savvy subscribers, as well as keep up with the competition.
But why is it so important to do this? And in what ways can we personalise email content?
We’ve written before about how important this is. Personalised content isn’t just about showing what you can do, it’s about improving your relationship with your customer by treating them as an individual.
Picture your business as a bricks and mortar store, or if you have one, look at how you engage with those customers. If a new customer walks through your doors, you welcome them warmly and offer them assistance. Once they make a purchase, or express an interest in a product, you retain this information for the future, allowing you to provide them with more personalised service when they return.
Everyone’s tastes are different and it’s certainly not safe to assume that every piece of content you put out is going to be well received across the board. With the volume of marketing communications your customers receive on a daily basis, sending generic, irrelevant content is simply not going to cut it.
To increase the likelihood of conversion, you need to recognise that there’s a human behind the email address.
We’re in an age where data is at our fingertips, and where users are becoming more used to handing it over.
When your users sign up to your mailing list, you can take the opportunity to get a little more information from them that just their email address. Using a preference centre, or adding a few extra fields to a contact or competition entry form can provide you with enough information to send targeted campaigns with relevant content.
To see email personalisation at its finest, take a look at this guide from Jimmy Daly at VeroIn taking steps to build a clearer picture of your customers, you provide them with a personalised experience that uses targeted, relevant content. Emails like this show thought, care and professionalism, the traits that keep customers coming back.