Understanding the preferences of your subscribers and talking to them directly can make your newsletters highly effective. In this post we will show you how to collect more information about the different groups of your readers and create email campaigns, that are tailored to them.
Email is a great place to start personalization. It is relatively easy and cost-effective to personalize newsletter campaigns, and you can see the results immediately. If done correctly, these changes can have remarkable effects!
A study published in 2014 concluded that personalized promotional emails on average obtain six times higher revenue and transaction rates than the traditional ones. The same study also showed that 70 percent of the brands failed to personalize their email messages. Even though this rate is probably lower now, the surprisingly high percentage implies that you can still outpace many competitors by personalizing your newsletters.
The first thing you will need to do, to make your campaigns more effective is to divide your list into different groups. You can segment users in many ways. If you already have a huge subscriber base it might be a good idea to ask questions about your reader’s preferences, and combine the answers with your buyer personas to create more targeted newsletters.
In this great post about email personalization, the author demonstrates the effects of a right question with the Paper Style case study. Paper Style is wedding website, which asked its customers what they are planning for. The recipients who were going to get married received different follow-up emails, from the ones who were only invited to a friend’s wedding. In this case this one question increased open rate by 244 percent and CTR by more than 150 percent.
Besides questions you should also take into account, how your users react to your newsletters. For example, you can differentiate readers based on the time they are most likely to open your newsletters. Paying attention to what they are not doing can also help you, and deleting inactive users will significantly improve the overall effectiveness of your email campaigns.
An advanced email marketing software is able to automate most of the tasks needed to group your readers. For example it’s possible to create links, which put users into a different list when clicked on, and in most cases you can also unsubscribe inactive users automatically.
Email personalization with behavioral triggers
If you want to go a step further, send emails based on the action your users took on your website! The most obvious example is a confirmation letter, but in addition to that, you can send emails, if they abandoned a shopping cart after signup, or haven’t used your service for a while.
Search history or the time of visits can also serve as a basis for behavioral trigger emails. For example, a few days ago while I was working late, I received an email with tips to make my nights more productive, and the same site also sent me a mail about infographic creation, after I had searched for this term.
Another good idea is to inform your readers about similar users activity. The location based service I subscribed to, for example, sends me notifications, if new users signed up in my neighborhood, or if someone is in need of help, close to where I live.
As you can see from the cases above, the more information you collect and put to good use the better your email campaigns will become.