Today, personalization in content is everything. In a world where customers are becoming more differentiated, and individuality is a major selling point, a tailor-made digital material is essential.
Upwards of 60% of online consumers think it’s important to know how and why websites select personalized content for them, and personalized emails earn transaction rates six times higher than non-personalized emails.
Furthermore, email is already a personal form of media. You’re sending it directly to someone, so personalization is a must.
Let’s look at how you can use the powerful combination of personalization, dynamic content, and automation to transform your email list into the powerful marketing tool it should be.
Email personalization can be defined a number of different ways, but in our opinion, this is the most important:
“Personalization makes each recipient feel like an individual instead of a number.”
You can do this by making sure your emails include:
- Personal Information (*Birthday)
- Purchase History
Even better, email personalization is incredibly easy to do. Just include questions on your signup form so you get the necessary information, or integrate your email marketing platform with business services like Salesforce and Shopify to gather the information you need. Many platforms like Campaign Monitor have pre-built integrations with hundreds of business applications that allow for deep personalization of your email campaigns.
Then, take things a step further and use the same tactic with your actual content…
Personalization mixed with dynamic content is the winning formula you need to engage your market and turn readers into customers.
While it may sound like just another marketing buzzword, dynamic content is a very real, very effective thing.
It refers to content that changes depending on the preferences of the user. So beyond just personalizing the message in an email, dynamic content allows the marketer to expose different emails based on data you have about your subscribers.
Companies like Converse use dynamic content to send offers to their customers based on gender. For example, Converse may offer a 10% discount to all customers who have purchased in the last 30 days. The discount is the same for the entire segment of their customer base. But their male audience will receive an email with an image of their top selling men’s sneaker, while an email with their top selling women’s sneaker is sent to all females in the list.
Using dynamic content and personalization together is being used by 70%-94% of marketers because it’s so effective.
Without dynamic content, you’re trying to sell the same product to people with different interests. You could be sending your email list recommendations or information that has no chance of succeeding because it simply isn’t right for everyone.
At the moment, most companies aren’t investing in dynamic content. This gives you a huge opportunity to differentiate your business from the competition.
Begin by segmenting your list. Chop it up into smaller lists so you can serve each with custom messaging.
While it’s easiest to go by what a customer has previously bought, don’t be afraid to use an actual survey. The better the information you get, the better you’ll be able to personalize your emails.
While these two tactics are great, what makes them even better is automation.
Email automation is what it sounds like. It allows you to create a sequence of emails, sent over time, to segments within your list. These customer journeys are designed to keep your audience engaged over time and drive revenue. By weaving in personalized messages and dynamic content specific to each audience, marketers can employ a “set it and forget it strategy” so these journeys send automatically, with no manual effort after the initial setup.
Can you see how this is roughly a million times better than just sending the same email chain to every single customer regardless of what they do?
That’s the power of automation.
Best of all, you get these results without lifting a finger. Once automation is in place, you can lead potential customers through your sales funnel without any further effort.
Instead of a generic “Welcome” message, automated email campaigns using these tactics and technologies encourage recipients to take action. Brands and marketers alike are investing in this because it differentiates them from their competitors while providing customers an amazing experience.
Personalization, dynamic content, and automation are extremely powerful methods for making the absolute most of your email marketing list. However, the truth is that they’re no longer the exception. They’re becoming the rule. If your competitors aren’t already leveraging these three tactics to increase their conversions, they soon will.
Start using this information today to radically change how you approach your email marketing strategy, and your list will soon turn into a reliable source of customers.
About the Author: Megan Totka is the Chief Editor for ChamberofCommerce.com. As a small business expert, Megan specializes in reporting the latest business news, helpful tips and reliable resources, as well as providing small business advice. Follow her on Twitter and LinkedIn.