This article collects five ways you and your company can better use personalization in your emails to communicate with others.
Good customer service and connections with customers can go a long way in business. Consumers want to feel appreciated and respected, and personalization through email and other forms of communication can do just that.
Personalization can encompass a more intimate and customized conversation with a customer, but it can also include looking at a customer’s past purchase record, and other data, surveys, and other marketing information. If your business focuses on personalization, it is more likely that your customers will feel heard and decide to support your business. However, this is often easier done in person, and in a world where we are becoming increasingly more digital, it can be harder to show care over the phone or through an email.
1.) Be Considerate of Time Zones
In the United States alone, including Alaska and Hawaii, there are six time zones. Sending an email at eight o’clock in the morning from your home in New York may make perfect sense for you, but your client in Arizona likely won’t read it for another few hours. As you get to know individual customers better, you may find another specific time that works better for them, too. To be more efficient and to increase personalization in your work, take into account different time zones when sending emails, and don’t get impatient if clients don’t respond right away. This tip can also come in handy if you’re setting up virtual meetings or phone calls; make sure you pick a time that works for you and the customer.
2.) Make Use of Behavior-Triggered Reminders
Have you ever gotten an email from a store reminding you that you left items in your cart? How about an email from social media or another app asking you why you haven’t visited in a few days? These are behavior-triggered responses, and they work quite well in drawing you, and other recipients, back to the app or website. Using behavior-triggered emails can help increase personalization because it tracks the behavior of customers. They have been proven to work better than normal emails and can be automatically sent out, making them easy to use, and effective at the same time.
3.) Personalize Subject Lines and Questions
This may be the simplest tip on here, but it’s worth having. Asking the right questions and personalizing the subject line of an email can be extremely beneficial for your business. Studies show that recipients are more likely to read an email if their name is in the subject line, and you can also use the person’s name throughout the email to establish a personal connection. Personalizing the subject line comes from asking personal questions since answers to those questions give the email sender insight about the person, their wants and needs, and what they are looking for in the company. The first thing a customer will see when they look at an email is the subject line, so it is important to get that right.
4.) Landing Pages and Links
You may think you don’t know what landing pages are, but like behavior-triggered emails, you get them all the time. Landing pages are the links that are embedded in promotional emails that, when clicked upon, will take the reader to a website where they can purchase a product or find out more information about the company sending the email. Make sure to send emails with landing pages of products that customers are really interested in, as having the link at the tips of their fingers will make it more likely for email recipients to buy the product. Landing pages make the buying process much more seamless, and more personalized.
5.) Remind Longtime Customers of Anniversaries
If there’s one thing you definitely want to do as a business, it keeps the customers you’ve already acquired. It can be incredibly expensive to sway new consumers over to your company, so you want to keep the customers you already have happy and loyal. One way to do this is to send out emails on anniversaries, like the day the customer first bought from your company or became a member of your mailing list. Emails like this typically result in more engagement from customers, and, consequently, more revenue.
They also remind customers of the personal connection they have with your company and reduce the risk of them leaving. In digital marketing and business in general, personalization requires knowing your customers, their needs, and their wants, and catering to them to increase your success. Emails are a major form of communication in this day and age, and these are just some of the ways you can blend the two together to help your company.
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