Personalization in Email Marketing People respond more favorably to marketing when they feel special and unique. People respond differently to things when they perceive themselves as part of a group. These are only some of the psychological factors that come into play when using individual message personalization as a part of your email marketing campaigns. When done correctly, personalization can be a powerful way to reinforce the bond between your company and your customer.
However, poorly personalized messages can just as quickly sever that connection that you have worked so hard to establish. The Initial Greeting
The initial greeting has a tremendous impact on whether a recipient will read the rest of a communication. The tone must match the type of communication and the type of relationship that exists between the sender and recipient. For example, "Hi John" is good for an email from a business to consumer, but too casual for a message to a business recipient. A "Dear Mr. Smith" or "Dear John Smith" is more appropriate for a business to business communication in email just as in a business letter.
A very strong technique is including a reference to a specific product or service that the recipient has either already purchased, or that they have requested information about. Don't forget to link directly to the page on the site that corresponds to the product or service you are trying to sell.
When recipients are members of a known group or organization, you can create a positive tie-in. When using this kind of personalization, you must make sure that the relevancy will be obvious for the recipient. This works particularly well for sending partner offers, but again only as long as the offer tightly matches the needs of the target group, and will be perceived as relevant.
The more reliance your email marketing campaign has on your database, the more important that it is to have the correct data. Errors in your data can lead to your mailing showing how poorly you know the recipient, not how well.
Always have default information to substitute in case you are missing data. You can write your copy so that substituting this default text maintains the flow of the narrative. For example, let's say you plan on merging the "Company Name" from your database into your email. Using default text of "your company" works well as in "We know that XYZ Corp. can benefit from our services" or "We know that your company can benefit from our services".
Lastly, always respect the privacy of the recipient and avoid all sensitive information. Anything that might make the recipient uncomfortable such as financial status or health status are best left off limits when it comes to email personalization. In conclusion, leverage the full power of your database to personalize email content to individual names, histories, likes and dislikes. In the world of direct email marketing, one size does not fit all, so use available tools to make your email as personal and as relevant to each person as possible.