personalizing email campaigns
personalized and effective emails
email digital marketing
email marketing personalizing email campaigns personalized and effective emails email digital marketing email customer
Email marketing is a powerful strategy that allows you to interact and engage your customers. When executed properly, email marketing campaigns allow companies and businesses to stay in touch with their existing client base, gain new customers, and continuously build a loyal and reliable audience.
Some marketers think personalizing email campaigns is simple as changing the first and last name fields, but what they fail to realize is that today’s audience is more discerning and digitally sophisticated. Customers are looking for meaningful and personalized engagement with the companies or establishments that they support.
How do you deliver that?
1. Build on customer experience.
As customers increasingly demand for an amazing experience, it has become important to map out touchpoints in your email marketing program. These instances should be utilized to connect and interact more deeply with the customer.
2. Deliver the right message at the right time to the right customer.
Don’t assume that customers read all the emails they receive. This is why it’s important to imagine that each interaction with a customer is the first time. Do what you must to make your brand or business leave a lasting first impression. Also, understand your customers by looking at the data you already have. Segregating lists will enable your business to create more targeted campaigns and increase not only your opens and click-throughs but also your engagement.
3. Make the experience seamless.
The customer experience doesn’t end after the customer purchases an item. The goal is to have him in your active list for years to come. This entails checking every possible touchpoint or point of interaction and making sure that the processes involved are seamless. For example, returning customers need not re-enter their billing, shipping, and payment details with each and every order. It’s your job to make sure that your payment system recognizes the value of returning customers and makes the checkout process more convenient for them.
4. Pretend to be the customer.
Always put yourself in your customers’ shoes. Go through your sign up and welcome email – or your entire marketing series and jot down the thoughts you would have if you were a customer reading this for the first time. Have third-party people sign up and send them test emails. Afterwards, ask for their honest feedback and apply these comments to improve your strategies.
5. Work on the Shortcomings.
Somewhere in the course of your email series, you’ll encounter moments when the customer receives a less than desired experience. Work on the areas where expectations are not met. If your brand overpromises and under delivers, have your team work on that step by step.
Being more conscious of the customer experience will allow you to craft more personalized and effective emails. Sending out more thoughtful and appreciative emails will not only generate sales and improve your open rates, it can also help entice former customers back.
Remember: it’s all about meeting the needs of your customers and giving them an experience they’d want to keep coming back to.