Email marketing has quickly carved a niche for itself in the marketing world. Some statistics point out that it has surpassed even social media marketing to be one of the most cost-effective marketing models out there. Since customers receive a hoard of emails in their inboxes on a day-to-day basis, it becomes even more important to strike a chord with them to reap maximum sales benefits. As a result, users are likely to engage with content that feels personal to them—personalised emails step in here.
The idea is not just to reach inboxes but also to reach the person behind the screen. With personalised emails, you can make your content more compelling and conversational, ultimately increasing open email rates. Furthermore, this approach will be the start of a new foundation for future relationships built on trust. This article will discuss the top 7 benefits of personalising your emails and how it can help grow your business manifold.
Customers, in the end, like to do business with only those brands that they trust. To gain their trust, you need to form a unique connection with them and highlight your presence in their lives. Most customers these days like to be contacted by businesses through email medium. Send content that adds value to their day and keeps your company name at the top of their mind to boost your credibility. It essentially gives your company an identity of its own, something that people recognise by showing the human side of things.
- Customer Relationships
Establishing and keeping relationships with customers is a top priority for most marketers whose email marketing services usually revolve around providing targeted quality content. To promote customer loyalty and support, you must ensure that the customer feels that they have a connection with the brand. They must feel like they are being understood and not merely treated as a prospect. Brands that provide relevant recommendations have greater odds of selling their products and services. Not only that, but email personalisation is also an effective way to promote customer retention.
- Unsubscribe Rates
Following customer retention, we now focus on unsubscribe rates, which also boils down to relevant content for all emails. If people feel that the content you are offering is inappropriate for their tastes and preferences, they wouldn’t think twice before hitting that feared unsubscribe button. Unsubscribe rates might be inevitable to a certain degree, but it doesn’t mean that you can’t do anything about it. Aim at sending the right thing at the right time, and you are good to go. If they like your content, they might even look forward to it.
- Sales Returns
Personalised email content based on customer data can give you significantly higher sales returns than bulk emails. Such is the magic of personalised emails. You can start by recommending products to customers based on their past purchase history.
A customer is more likely to buy a product similar to what they have already purchased, resulting in shorter sessions when hit by customised emails. They will probably go from the product page to the checkout window in an instant if they like what they see.
- Cost Savings
Email marketing is one of the least costly modes of marketing available these days. All you need to invest in is quality content and some information about the customers’ demographics. You can also choose to automate otherwise mundane operations to save valuable time and allocate it to other complex tasks.
In addition, personalised emails involve the use of dynamic content stemming from real-time data of consumer behaviour. Finally, you need to set up the campaign strategy and let technology take over.
- Client Satisfaction
When customers come across a deal they think they can’t miss; they immediately buy that product or service. Impersonal content might annoy your reader and push them on edge. On the other hand, if they had a positive experience on your platform, they are more likely to provide feedback which is a double whammy for your company.
This feedback can be a testimonial or feedback for what has worked in the campaign. Just make sure to add valuable content and keep things simple to have them coming for more.
- Profit Boost
Sending engaging emails to customers helps in keeping them involved in your journey. Not only does it vastly improve open rates, but it also impacts customer traffic. This approach will, in turn, increase transactions on the website, which can bring more profit.
Businesses offering tailored emails and content have higher conversion rates than their counterparts that don’t use this technique. Customers who land on these websites have a greater probability of buying if they feel that they are being offered products or services relevant to their needs and wants.