Email Personalization, Worth the Effort?

Email personalization, or email segmentation, has helped business owners see a jump in their return on investment; some by as much as 760%. So, yes, it is worth the effort.

By utilizing email personalization, you are making your subscribers feel important because the mail greets them by name with content tailored to their interests. After all, being at the receiving end of the batch-and-blast method feels so generic and impersonal, which makes the email easier to ignore and delete.

It is never too late to segment your list of email subscribers, but it saves time to know how to go about doing this.  

Here are a few suggestions to get started:

  1. Get to know your subscribers. There are different reasons why each person is frequenting your site. By asking the right questions, you can find out what kinds of content they are most interested in, so you can send them personalized information.  
  2. Time is of the essence. If your business caters to people all over the country, you need to take each time zone into consideration. Furthermore, people are more apt to open emails according to their own unique schedules. By conducting extensive tests regarding timing, businesses can determine the best hour to send groups of emails according to the subscriber’s location and habits.  
  3. Feeling triggered? Have you ever gotten an email from Facebook reminding you that you have not logged in lately? This is a perfect example of a behavior-triggered email. Easily automated, they have a 152% success rate of turning looky-loos into regular customers.
  4. Extend a virtual handshake. Email segmentation is reciprocal meaning that the email must contain a recognizable “from” name as well as a branded REPLY TO email address. This way, business owners are opening the lines for two-way conversations with customers who now perceive them as being friendly and approachable.

Email personalization is effective for all business models. Done correctly, you will watch your customer base grow while gaining a greater number of repeat clientele that you can enjoy knowing on a first name basis.

If you’ve been thinking about utilizing email segmentation to boost business, Higgins Marketing Group can help. Contact us for a pressure-free chat about the initial steppingstones needed to improve your website. Not sure yet, check out our work and let us know when you’re ready.

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