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11/2/2009 - Ask Emma
Go beyond the greeting with email personalization.
Greeting your customers by their first names — a tried-and-true feature of email marketing — is a great way to establish the all-important personal connection with your readers. But if you’re looking for more sophisticated ways to personalize your emails (and better results, to boot), try these three ideas:
Create personalized content for special segments of your audience.
Whether you vary the offer, the product or just the wording, personalize your email content to connect with each segment of your subscribers. They’ll appreciate a message that’s meant for them, and you’ll appreciate the results – recent research by the Aberdeen Group shows that organizations that implemented this style of segmentation saw both their click-through and conversion rates increase by an average of 9%.
Use trigger emails to personalize the delivery.
Personalizing *what* people read in your emails is important, but you can also create a personal connection based on *when* your emails arrive using triggers or autoresponders. This trick of the email marketing trade lets you reach your recipients based on signups, birthdays and more, and they do it all automatically (while you nap, even).
Personalize, but keep it personal.
Remember that personalization isn’t only a matter of using nifty database and segmentation tricks. It can be as simple as keeping a natural, conversational tone in your email and finding warm, complementary images. Remind yourself that your subscribers are more than just names you’re emailing – they’re people you’re having a conversation with.
For the full article with more tips for adding a personal touch to your emails, click here.
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