The personalization of receiver’s name in e-mail marketing has become a thing of the past.
It no more fascinates anyone, and though it continues to affect the open rate, the effect is slowing down.
For example, if you open Amazon to search for some books, but the e-mails you get are generalized- and talk about Amazon offerings in general, the reader might open it, but might not take any action, and in future may avoid opening those emails.
Personalisation in 2018 goes beyond using receiver’s names in e-mails. It refers to delivering content which is the most relevant to their customers, and when it is the most relevant. In the same example, if Amazon sends you a mail suggesting the top reads in the category you browsed, you’ll be more tempted to open the link, and would increase open rate of emails, and also the action rate.
Bulk e-mail marketing is not done because it can be done easily, but it continues to be the most effective and an inexpensive way to reach a large number of customers, and keeping them informed of any updates, using a lot of creative pieces. Around 30% people would subscribe to a brand to stay updated on their discounts, and more than 50% would subscribe if the subscription itself was linked to some kind of rewards.
E-mail marketing is a versatile tool, which is a reason why marketers should continue using this tactic. Studies have found that tools on websites can be personalized, that can be linked to creating a successful mail campaign. Marketers understand the importance of personalization, but only 5% implement it.
Why? Because they still haven’t understood the how.
We have listed down some of the ways in which you can use our mail server in the most efficient way-
1. Know Your Customer
This isn’t only about knowing the names, gender or other related details, but when we say, know your customer, it is much broader than that. Every customer has a different purpose for visiting your website. Make sure you know what the purpose is, classify them and send the emails accordingly. An effective mail server provider, like Alpha Sandesh, might help you to manage your contact list accordingly, but asking the right questions, will make your emails end in the right inboxes.
At the time of registration, ask questions about what their role is, what they are looking for etc, to set up the right targeting strategy.
2. Make sure you analyze the statistics
Analyse the number of clicks, opens, bounces, and unsubscribe for your email campaign with the help of statistics. Also, know who received and opened your email and what links they clicked on. Use it to formulate a strategy by understanding the consumer’s behaviors.
Birthdays, anniversaries or an action taken by a customer on a website can work as a trigger an effective follow-up email. Triggers act on an automation software, which is based on using the best time to implement your strategy. Using triggers is a sign that your company is paying attention and increases relevance, satisfaction, and efficiency.
4. Using the right landing page
A customer can get a more unified experience if the landing page is relevant to the one within the email. This page should be similar to the content of the email, and the interest of the segmented list.
5. Using the combination of bulk mailing with personalized mailing
Knowing what needs to be personalized is important. Use what is more relevant to you and your customers.
Personalised e-mail marketing is important as the customers value more relevant stuff, and want to know they are valued.