Email ’20: It’s personal

June 17, 2020
Posted in News
June 17, 2020 Wasif Ahmed

Email ’20: It’s personal

It's professional yet personal

Okay, let’s establish one thing, that everyone uses emails, from marketers and consumers to job seekers, employees, companies, teachers, students, politicians, and the list goes on. But why are we still talking about email marketing in 2020? Isn’t this the age of voice and visual search(hyperlink to the visual search blog)? Email is not the youngest kid on the block, but it surely gives you a good ROI.
But why do marketers keep using email to reach out to the customers and market their products? Read on.
Personalization makes a user feel more connected to the brand, which helps in building and improving brands. It makes them think that the brand is interacting with them, and their interests are being taken into account.

"Your Positive Action Combined With Positive Thinking Results In Success."

Shiv Khera

Establish a relationship

To establish a successful relationship with your subscriber’s list, your emails must always be surprising and delightful. That feeling should be prevalent every time they open your emails. We know and understand how difficult it is to write a compelling and captivating email, we also see the pain behind all the drafts created by the writers and then rejected by our managers or the clients. But a brand gets a customer’s attention when it does something unusual or unexpected.

Some ways in which you can establish and maintain relations with your customers are:

Ensuring your message is clear and consistent

Communicate well and often

Keep adding value

Affiliate schemes

Loyalty rewards

Thank you letters

Unsubscribe

Some of the reasons why people usually unsubscribe to emails from brands or businesses are:

Irrelevant, trite, or vapid emails

Bombarding emails

They don’t recognize the brand or remember signing up

Personalize Hi John, ………

Remember the question we asked you above about marketers still using emails in 2020; the answer to that question is that >59% of marketers believe marketing emails are their most significant ROI.
By now, we’ve established that if you’re a marketer, you can’t ignore email marketing. So how do you get the maximum out of it? By personalization. Marketers need to understand that the customer is not a machine, and treating them like one will not get them the sales. Write emails like you would write to a human and not a robot because the customers get mad when they read emails that sound robotic. Start asking questions to your customers. They love it when companies ask them questions and give options that suit their preferences. These could be simple questions like how often they would like to receive your emails or ask them the different types of content they would like to receive or, most importantly, to ask them for feedback.

Here are some email personalization statistics that prove that emails shouldn’t be ignored

The open rate for an email campaign that is personalized averages 18.8% as compared to 13.1% for non-personalized campaigns

Emails with personalized subject lines are 26% more likely to be opened

Email marketing generates $38 for every $1 spent

Some personalization techniques go beyond just the usual naming convention. Here is a quick look at some of those:

Ask a question and personalize their user journey
E.g., For what do you want to book the venue?
A. Corporate event
B. Wedding
C. Cultural program
D. Community gathering

Understand your user’s time preference.
E.g., Use A/B testing by sending emails at different times.

Create consumer personas

Analyze the user behaviors and categorize them into different buyer personas. This way, you can identify which group they belong to and send them emails targeting their needs. It would nurture the lead instead of sending them irrelevant emails that can drive them to unsubscribe to your emails.

Sending them to trigger emails
You can send emails to your list based on the activity. E.g., Facebook will send you an email if you haven’t logged in to your account for a couple of days.

Personalize your emails
No, we don’t mean using the customer’s data and merely mentioning their names in the email. We suggest using the names of your employees. You can run tests and see whether you get a better open rate for your emails with the company name as the sender or using the name of your marketing manager to personalized it. You’ll be surprised to see the positive change in your results.

P.S. Ensure that your emails are responsive. Remember to design your emails for the mobile world because it’s 2020, and as we mentioned in our other article ‘Jarvis: The coming of age’ , more than 60% searches are from mobile phone devices. Please don’t say we didn’t inform you about it!

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