When you decide to create your email marketing experience, you rely on the main tools to send messages to your contacts. They are convenient and functional tools because they have procedures defined upstream and ready-made layouts. However, you also need to understand how to send personalized newsletters , capable of going beyond predefined schemes and standardized models. This is part of your effective communication.
You don’t have to reinvent the wheel, it’s clear that there are standards to follow even in email marketing. But when you decide to send a personalized email you are taking a step forward to interact with an audience that recognizes you and sees you as a brand capable of speaking to people. Do you agree with this point? Here’s how to send personalized newsletters to your best customers to sell.
Topics covered in this post [ hide ]
- What are personalized newsletters?
- What can you personalize in your emails?
- How to send personalized newsletters
- Personalize your newsletter when you can
The newsletter is a tool used by different subjects – companies, freelancers, organizations – to share relevant information with their network of contacts registered in the database.
These contents arrive in your email inbox, a place where people who know you usually write to you. Perfect, in this regard it is right to introduce the topic of personalized newsletters.
What do you expect when you read the messages that arrive on Gmail or Outlook ? Do you prefer aseptic advertising or content that speaks to you with a personalized tone of voice and approach?
As the previous stat shows, the average email open rate is 20.81%. But if you personalize your emails, you’ll start to see the incredible impact that personalization can have. Emails with personalized subject lines generate 50% higher open rates (Yes Lifecycle Marketing, 2019).
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As this graphic from Oberlo also suggests, the average open rate for an email is 20.81%. But if you personalize your emails you can have open rates that are 50% higher. This is a good reason to invest in newsletter personalization, don’t you think?
Must Read: The Best Examples of Corporate Newsletters
What can you personalize in your emails?
Much depends on the type of email marketing program you have used. However, it is clear that there are some substantial aspects that allow you to obtain the best results. Here, according to Active Campaign , the best solutions to personalize your email message concern some points:
- Identity (name).
- Age and gender.
- Work and activities.
- Geographical location.
Of course, for example, for a local marketing job it is useful to have an email marketing flow in which you can communicate precisely the locations based on where the individual is located. This allows you to have a series of benefits in terms of KPI , key performance indicated, truly decisive:
- Open rate: The share of emails that are opened.
- Click-through rate: Readers going from your newsletter to your website.
To achieve this result, however, it is not kob directory enough to simply want to personalize the newsletter using a professional mass email sending program. There are some points to keep in mind.
First, you need to have a database with the right information. This means that if you want to send customized emails that are tailored to russia email resource your audience, you need to collect the data first. So your email collection form needs to have extra fields in addition to the classic address space.
You may also want to include space for name, brand, age, and gender. This gives you more control over personalizing the emails you send.
Obviously, the more fields there are, the lower the percentage of subscribers will be, since these elements become a barrier to registrations. However, in this way you can better segment and personalize your emails . How does it happen? Through dynamic tags. Each program for sending newsletters has its own method, its own list of elements to insert in the text so that the personalized content appears.
A good program for sending mass emails should allow tracking and personalization of name, surname, date of birth, location, company name, gender and products purchased for remarketing. That is, to suggest returning to the shopping cart to recover a sale or work in terms of cross/up selling . This means seriously increasing conversions.
Must Read: How Much Does It Cost to Create a Newsletter?
*|FNAME|* and *|LNAME|* are the dynamic tags used by Mailchimp to insert the contact’s first and last name into the text. Automatically. This work allows you to optimize and improve your email marketing work . But what happens if your database is not suitable for this work? Our advice?
It all starts with an optimized base. Gather your contacts, take care of your database, don’t improvise. A generic but curated newsletter is better than a superficial personalization. Do you agree?
All information always organized
The second benefit of a CRM is clear: you have everything you need in one place. Whether they are interactions that occurred via email or by phone, you can get everything you need when you need to retrieve an organized history . But not only that, all information related to leads – that is, potential contacts to follow up over time – is present in the customer relationship management software.
All information always organized
An example of CRM: Salesforce.
So you never have to improvise: open the program and recover all the information and interactions that have taken place with customers and potential customers. Also having precise information : at what point the contact is in the funnel. Can you do the same thing if you simply have a folder with all the emails sent and received?
You can automate various online activities
Another plus for those who choose the benefits of the customer relationship management program: the new software on the market allows you to automate several redundant activities.
Like, for example, the emails you need to send to potential customers who don’t respond to your communications. If, for example, after sending a first message you can set the follow up to be sent after a certain number of days . And you can do it automatically, without your intervention. Or that of your collaborators.
Points on the data driven marketing process
The dream of many companies: to have a predictive approach to certain choices. This means making decisions while keeping in mind what will happen next. This is practically impossible in absolute and certain terms. However, there is the possibility of using a data-driven approach to marketing choices.
This means not only accumulating big data but also making a selection, choosing the best ones, cross-referencing them in a virtuous way. In this way it is possible to have an idea of what works and what doesn’t. So it is easy to decide how to proceed . A concrete example? Let’s take the case of the follow-up email: when to send it?
After how many days? Two? Three? A week? If you have the advantages of Customer Relationship Management the answer is clear: the software tells you. This way you increase the probability of having a positive response. Do you know what this means? More conversions and increased turnover. Simply by taking care of communication.
Must Read: 7 Ideas to Promote Local Businesses
You have many CMS solutions available
Last advantage of the list: you can choose the solution you prefer. If you have an approach oriented to marketing and inbound strategy – being found when customers need you – you can choose Hubspot . But if you urgently need something lighter and leaner you are spoiled for choice.
advantages of Customer Relationship Management
An example of CRM: Zendesk.
There are dozens of CRMs designed for small businesses. Some integrate with Gmail and turn your email account into a Customer Relationship Management. Then there is Zendesk which is suitable for those who are mainly focused on a ticketing and customer service product. Salesforce, on the other hand, is for those who are looking for the best.
