Personalized automated email messages play a vital role in modern email marketing. Every day, typical email users receive tons of email and often struggle to wade through their inboxes.
Fortunately, automated tools exist that enable you to send personally relevant marketing messages to your mailing list. As a result, you can dramatically increase open and response rates.
As a result of automation, you can personalize your email campaigns in the following ways to get desirable results.
Personalized automated email via segmentation
Your email list contains a long list of names who face different life circumstances. Furthermore, the people to whom you market also have different preferences. In other words, your products and services may appeal to different people in different ways.
Segmentation allows you to group your recipients according to their similarities with one another. Then, you can create messages to meet the needs of each group. As a result, more people on your list receive content to which they can relate.
Marketing studies suggest that list segmentation can result in more than a sevenfold increase in ROI for email campaigns. Generally speaking, by creating smaller, more precisely targeted groups, you can get better results.
For example, if you operated an insurance company, you might want to segment your email list based on the age of recipients. You could also create groups based on whether they own a car or a house. Each group has different needs and different reasons to respond to your call to action.
- Although every business has its nuances, they may all consider some common forms of segmentation:
- Geographic locations: Grouping people based on where they live.
Demographic traits: As already seen, you can group people based on their age. Other characteristics such as sex and socio-economic status fall under this category.
- Psychographic attributes: Selecting people who share common lifestyles.
- Behavioral similarities: People who exhibit the same online, shopping and buying habits.
Personalization via tailored content
When you have defined your audience segments, you can go to work creating content that will appeal to each group. Such personalized automated email content can create a superior customer experience that can result in fantastic response rates.
Of course, you will have a hard time creating targeted messages without knowledge of each group. So, spend time researching your market before you dive into content creation.
When you understand the people whom you want to reach, you can create messages for them. To make the process easier, you may want to create a customer persona for each group of recipients. That way, you can address them directly and personally.
All things considered, your email messages should come across as though they were addressed to one person. Similarly, make sure you address your readers in a conversational, friendly manner. Let your humanity shine as you create personal relationships.
After targeting messages for each segment of your list, add dynamic elements to them using your email marketing platform. These tools are usually available from your email service provider (ESP) and allow you to insert information from your customer lists and databases into your emails.
By adding a name, job title, industry or recent purchase, your message will have a special appeal to each recipient.
As shown above, you have many options available for customizing your email messages. In addition to using data from your business, consider using external data sources such as those from your industry to make your emails seem more relevant and fresh.
As you implement your personalized automated mail strategy, you probably will notice a big difference in the results you get. In fact, you should expect the “personalized” approach to deliver a much higher ROI than what you got with the “blast” approach.
Essentially, the sense of one-on-one communication will cause your recipients to open your emails with more regularity. Afterward, they will respond more positively to your calls to action.
As your email strategy progresses, make sure that you test your approach. Check with your ESP to find out about the A/B testing tools they have. These can help you tweak your message by using the right words and formatting.
You now know the basic approach to personalizing your automated email campaigns. By spending just a little more time and effort, you can dramatically boost your results, so get started right now.
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