If you've been checking your emails regularly, you're probably receiving promotional messages now and then. You've probably read some from brands that start the letter with a "Hi (Your Name)." Quite personal, right? It's like they wrote the message specifically for you. Not really. Quick trivia: only 37 per cent of customers say that the emails they receive from marketers are adequate and feel personalised.
However, despite the low percentage of users connecting with electronic letters at a personal level, around 268 billion emails are sent and received each day. Competitors are already scrambling to get their emails inside consumers' inboxes. If you want to go neck-to-neck with them, and do well when it comes to personalisation, here are some strategies to try today.
1. Use real-time data to trigger emails. This type of email relies on the location, weather, or events that occur within a group of subscribers' vicinity. The use of real-time data encourages relevancy that directly affects a specific group of people. Take for example: whenever it's raining, GrubHub knows that their demand for food delivery increases; therefore they send out emails that persuade customers to take advantage of their service during the bad weather.
2. Incorporate subscribers' email activity. Your Email Service Provider contains data about your subscribers' email activities. Using data like a user's anniversary of subscription or how many hours in total they've spent on your service adds a flair of personalisation to emails.
3. Personalised based on psychographics. Marketers can use consumers' interests, lifestyles, beliefs and attitudes to help them identify images and content that are relevant to specific customers. Marketers who want to employ this approach should widen their preferences centre to ask questions that will encourage a data input of personal interests.
4. Take a new approach to the first name. While addressing first names in emails is rather usual by now, incorporating first names in more creative ways will create a better connection between your and the user. Land's end utilised this well by incorporating their subscribers' first names into personalised stockings to visualise how their names would look embroidered on the product.
5. Give your purchase confirmation emails a new twist. Most marketers send out a thank-you email to customers after a purchase is complete. While many consider this a make it and forget it type of messages, this is a good opportunity to give your customers a reason to come back again. Take Walgreens, for example. It donates a portion of their proceeds to people in needs, so when someone buys certain items, it sends out a personal message containing information about its efforts and how the customer contributed to the cause.
And there you have it, some more unique ideas that you should try to employ on your email game. More and more marketers are making an effort to be creative and stand out from the saturation of emails in inboxes, so there's no reason for you to lag. It's your time to shine!
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