Who among us doesn’t get dozens of SPAM emails a day? Blasts from corporations we haven’t thought about in years, stores we never shop in, and websites we don’t visit.
Personalizing your email workflows is the key to cut through all that clutter.
Your clients want personalization – it helps your email get noticed in a sea of junk mail! – but there’s definitely a right way and a wrong way to do it. It is possible to over-personalize marketing emails or create a system that’s inefficient for your marketing team…but it’s also possible to send really badly personalized emails (i.e. Subject: “Wassup, [FIRSTNAME]!”) but that’s a topic for another day.
Here’s how to personalize your marketing workflow without being creepy.
Start Before the Email
Shockingly, many companies lose any hope of successfully personalizing email workflows by failing to set up their sign-up forms correctly. The more information you extract from potential customers when they agree to be contacted, the better your chance of successfully personalizing their content. Depending on your business, you may decide to ask your customer about their gender, their interests, or even which online publications they read so you can segment your workflows accordingly.
Segment Your Lists
Speaking of segmentation, the next step to personalization is creating “buckets” of contacts. You might decide to group contacts by general criteria like age or gender, or if you’re a B2B marketer, you might consider segmenting by company size, transactional data, or even by which pages they visited on your website. The more you know about a customer’s motivations, the better you can serve their need.
Hone Your Messaging
The content inside your email workflows is as important as your email list itself. Consider who each email is talking to as you write its content and also where that customer’s state of mind might be. Addressing their pain points directly and specifically can go a long way toward making your email feel less like a marketing blast and more like a welcome introduction.
Follow Up at Appropriate Intervals
There’s a fine line between being overly communicative and showing up just when potential customers need you. It’s always a good idea to follow up with pointed, personalized messaging when a customer takes an action (think: downloading an eBook or buying something in your online store). It’s also smart to touch base when events occur that your client might be interested in, such as your business introducing a new product or a new industry regulation being passed.
Do you need help figuring out the best way to utilize your email list? It can be a daunting proposition! We’re experts at opening up lines of communication between you and your customers on a personal, conversational level.
The Synchronicity team is ready to talk to you.
Reach out today to get a game plan in place.