According to Monetate, the vast majority of organizations (nearly 95%, to be exact) believe that personalization is a strong factor to their email marketing success.
They’re absolutely correct; personalization brings many benefits to an organization. The proof is in the facts:
- Activity: Email subject line personalization increases unique opens by 26%.
- Satisfaction: 75% of consumers are satisfied with offers that are tailored to them.
- Loyalty: 73% of consumers prefer to buy from organizations using personalization.
However, personalization may not be as widely-used as you may think. Brand24 found that only 6% of businesses surveyed have a personalization strategy in place.
With so many consumers swayed by email marketing personalization, now is the time to get started.
1. Collect all of the data that you can.
The data may not be under your nose, or is it? Your audience leaves information about their communication preferences all over the place – social media, feedback notes and even in their behavior on your website. Learn how to collect it and leverage it appropriately in your email marketing campaigns.
2. Review the accuracy of your data regularly.
The second-most common reason for email unsubscribes is due to irrelevant content. Wouldn’t you be annoyed by offers that didn’t interest you? This is why it’s so important to keep your data accurate and up-to-date. What’s important to them today may not be important to them tomorrow.
3. Make the recipient feel special.
Personalization is all about making the recipient feel appreciated and important – so take advantage! VIP programs, sneak previews, early-access to sales; these are all examples of using personalization to build conversions and brand loyalty.
Don’t stop there – check out Alert Solutions’ Guide to Personalization and Segmentation for more ideas.