How To Personalise Your Email Marketing
When it comes to personalisation, consumer demands are changing. Sending out emails filled with content that is irrelevant to individual customers and failing to address the recipient in the email will do nothing more for your brand than lead to a series of unsubscribes and negativity.
Whether you’re looking to promote new offers, your services, or some content that you want your audience to read, you’re going to need to find out more about your target demographic than ever before.
According to Experian in 2015, around 50% of companies believe that personalisation within an email marketing campaign can help to improve overall interaction. So here, we’re taking a look at how you can appeal to your target audience in an era of hyper-personalisation.
What Is Hyper-Personalisation?
Email marketing is bigger than ever before, even in light of GDPR restrictions. In order to stand out amongst the clutter in your target audience’s inbox, you’re going to need to ensure that your emails are highly relevant, niche and extremely targeted.
With new technologies allowing us to understand our audiences’ needs better than ever before, utilising this to craft a hyper-personalised email marketing campaign can help you to break through the white noise. Hyper-personalisation is essentially having so much of an understanding of your audience, that you are talking to them as if you know them individually.
You are no longer going to be sending out emails to a broad demographic, determined by industry sector, age or type of product that they’ve searched before. With hyper-personalisation, you are able to hone into a very specific type of person in order to send them the content that they want to see the most.
How To Carry Out Hyper-Personalisation?
There are three key steps to hyper-personalisation:
- Collecting data from each individual subscriber
- Analysing this data
- Applying this data to develop creative and highly specific email marketing campaigns
But what about GDPR?
You obviously noticed that over the past year, everyone has been talking about GDPR and updating their privacy policies. As a result of this new regulation which came into effect on May 25th, email marketing has been impacted in a number of ways.
Firstly, new consumer opt-in processes and rules must be put in place in order to remain compliant. In addition, proof of consent storing systems must be developed and there must also be a way for consumers to ask for their personal details to be removed from these storing systems. When it comes to email marketing in relation to GDPR, it is advised to contact your legal team.
Collecting Data From Your Subscribers
In order to develop a truly personalised email marketing campaign, you must ensure that you have collected the right data (which must be freely given by the consumer). The more information you are able to collect from your consumers, the more in-depth your targeting is able to be. However, it’s important to be aware that many people will not want to fill out pages and pages of boxes simply to subscribe to an email service.
Alongside traditional sign-up forms with additional fields, you should look at integrating other data. This includes total time spent and any purchase data, which can be integrated into your CRM with your email marketing platform. You could also ask your subscribers to set a preference in order to determine the kinds of emails they are looking to receive from your business. Once you have this type of data at hand, you will be able to start honing in your target audience and delivering email marketing campaigns that they want to see and are more likely to engage with.
Segment Your Email Lists
This is possibly the most important point of the entire article. Without this, your email marketing campaign won’t become hyper-personalised and will instead remain fairly stale. Once you have collected all of the data that you require for your email marketing campaigns, you’re going to want to segment and categorise this information in order to determine each email list that you want to create a separate and personalised email for.
It’s important to look beyond both gender and age. Look more closely into individuals with similar purchase histories, those who imitate browsing behaviours, or who are located in a similar location. You could even look at psychographics which can produce an even more targeted email list. This is when you start to hit true hyper-personalisation.
Don’t Forget The Subject Line
Did you know that the average email open rate throughout the entirety of last year was 24.79%? The most important consideration when sending out an email marketing campaign is the subject line. The subject line needs to be eye-catching and help you to stand out from the crowd. But don’t forget to personalise this too! Let your audience know that you have an interest in them and what they are engaging with most and you’ll find your open rates beginning to soar.
Have You Tried Dynamic Content?
Dynamic content is an automated process which can prove to be highly effective when it comes to email marketing. By dynamically changing the content within your email, the most relevant campaigns will head straight into the correct target audience.
Take the clothing retailer Billabong for example. In the image below, they have used two different colour schemes for their subscriber groups. Dynamic content can help to grab the audience’s attention as soon as they open the email.
Automated Reminder Campaigns
If you have a large database of subscribers, it is going to be very difficult to keep track of the purchases that they have made. This is especially prevalent in terms of following their recent activity and when they are most likely to manually respond to your emails. This is where email marketing automation comes in.
Whether you’re inviting your inactive customers to revisit your website, provide them with a limited-time-only offer or find statistics about their cart abandonment, automated reminder campaigns can be extremely important when it comes to reengaging your consumers. The best part? Keep the subject line and content as personalised as possible, and your customers are likely to come flocking back as they’ll know that you haven’t forgotten about them.
Technologies To Aid With Hyper-Personalisation
Technology is evolving at an extremely fast rate and utilising this technology can help to further improve the hyper-personalisation of your email marketing campaign. Some of the technology that you can start to implement within your campaign includes:
- Artificial Intelligence – marketers are able to use this to relate to their customers in a more meaningful way
- Business Intelligence – this looks at business predictions on aspects such as ROI
- Big Data – the collection of large datasets
- Machine Learning – this utilises algorithms to understand what resonates with customers
- Predictive Analytics – a function in machine learning which allows machines to have a better understanding of their customers
In order to achieve hyper-personalisation status, you must build an element of trust with your consumers. Trust is key to any marketing campaign, and it is also the most important aspect of business success. To find out more about the email marketing services on offer here at Absolute Digital Media, get in touch on 0800 088 6000 today.