2014年7月7日 星期一

Have you personalized your email messages?


Personalization
Sending personalized messages to your customers, whether to notify them about upcoming offers or thanking them for a purchase, gives the impression that your business cares for them. This is particularly true when different recipients receive different offers tailored to their individual shopping experience. As per eConsultancy, 94% of corporations point out that personalization can lead to business success. Yet, while generic email messages can turn your marketing into failure, 70% of companies still don’t personalize their email messages. Personalization is simple and can be done based on users’ profile, i.e. name, gender, location, and their online behaviors or offline consumption experience. 

 1. Users’ Profile 


Attract your viewers right off the bat with personalized elements that compel them to open and continue reading your message. Just starting your message with "Dear [subscriber's name]" instead of a generic "Dear Sir or Madam" can largely increase your open rate and click rate by 29% and 41% respectively. Personalized email can also generate profit and boost deals 6 times higher than non-personalized email. Greet potential customers by their first name to foster familiarity, and help make them more willing to connect with you. By speaking to each reader as if they were your only reader, you, and by extension your brand, spark a conversation with them, creating engagement that goes beyond mere self-promotion.

 2. Online Behaviors / Offline Consumption Experience 


Apart from personalizing messages by basic users’ profile, content of the email message should also be personalized. Personalized name without personalized content can also cause marketing failure. Alternatively, it will be surprising if a corporation sends relevant information which fits users’ current needs and interests. Say, when I am looking for medical advice and have no ideas, it will be considerate and helpful of a company to send me proper medical advice. I probably will get in touch with the company. Moreover, it is important to send stuff which users are interested in. For instance, as a Youtube addict, I will definitely unsubscribe you if you keep sending me blog articles. On the contrary, I’d love to receive, and even look forward to your message if it contains interesting Youtube video. According to Marketo, open rate and click rate will upsurge more than half with personalized message. After personalization, open rate grows 57% from 21.7% to 34% and click rate increases 59% from 23.4% to 37.1%. Can you see how powerful personalization is?

If you still haven’t personalized your messages? Let’s start from now. You may find it difficult to start if you don’t have customers’ data. Here is a solution: Start with an email with profile update request. Just ask users for their profile and interests, of course you can boost loyalty with tempting reward at the same time. Then, you may send out email containing more different call-to-actions in order to capture readers’ preference. Now you will have enough data to do personalization. Don’t hesitate and start to capture leads.


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