Why personalisation is key in email marketing

According to a report by McKinsey, 71% of consumers shared that they expected companies to deliver personalised email marketing communications. Interestingly, 76% of consumers also disclosed that they get frustrated when email literature isn’t personalised according to their interests.

This is why generic email marketing isn’t going to cut it and why brands must regularly evaluate their email communications. This approach will provide a greater insight into consumer needs and wants. As a result, provide a targeted mailing experience that generates meaningful results. You can read more about the McKinsey report findings by clicking here.

How to personalise email marketing communications

Personalisation is more than simply addressing your customers by their name. Personalisation enables brands to customise their email content to appeal to their subscribers.  This results in greater open and click-through rates and improves relations sales.

There are many ways that emails can be personalised to create a more bespoke experience, including:

  • Tailoring mailers to address subscribers by name

This can be done either in the main body of the mailer text, in the subject header or you could even do both!

  • Altering the subject line

This could include adding the subscriber’s name which is a useful way to grab their attention, especially if they have a busy inbox.

  • Scheduling mailers to be delivered into inboxes based on the time zones of your subscribers

Well-timed email marketing literature has the potential to increase open, click-through and conversion rates. That’s why it’s important that mailings are delivered at the right time and not in the middle of the night.

  • Designing mailers based on previous purchase history

Using your subscribers’ previous purchase history can help generate related content which appeals to their interests. For example, if a subscriber purchased a pair of earrings, but didn’t purchase the matching necklace, this could provide a repeat custom opportunity.

  • Creating automation mailers

Automations based on subscriber behaviour can benefit brands hugely. For example, adding an automation mailer into the mix could help you cultivate a positive brand relationship with your consumers and better identify their needs and wants. As a result, this could massively improve your conversion rates via email marketing.

  • Using other details about your customers

Collecting as much data as possible about your newsletter subscribers will make a huge difference. Collecting information such as age, birthdays or interests can enable you to create bespoke mailers that will engage with your audience.

Why you should personalise your email marketing communications

Not only does personalisation help build customer relationships, but it also helps you stand out when subscribers are scanning their overcrowded inboxes.

If you still aren’t entirely convinced, then here are some interesting stats from Mailchimp that will get you rethinking:

  • Personalised emails: Emails that have personalised subject lines are 50% more likely to be opened
  • Less generic advertising: With the rise of personalisation, consumers are becoming increasingly less accepting of generic ads. Impersonal shopping experiences frustrate nearly three-quarters of customers. On the other hand, over 70% of shoppers respond to marketing only when it’s customised to their interests.
  • Personalised product recommendations: 75% of consumers are more likely to buy after receiving personalised recommendations.
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