As I write about personalization, I’m thinking, “What do I know about YOU?”
That is the key to good personalization in email marketing.
So, continuing with that example, you signed up and paid your hard-earned cash to receive 30 powerful email marketing Tips from 17 email marketing experts to help you achieve better results with your email marketing campaigns.
That could mean you’re a business owner, an email marketer, or a marketer. The common denominator is that you placed a bet on yourself, that you can learn all the in’s and out’s of email marketing by digesting one email every day, for 30 days.
What if I knew more? As I’m writing these words, I’m thinking “What if I were to add a field to the registration form asking for the applicant’s title?” Suppose I had that information; I could make this paragraph talk specifically to the marketer. Or the business owner. My message could be precisely applicable to the challenges the reader is dealing with.
That is the essence of personalization.
Use all the data you have to make your emails relevant. Relevance will increase engagement – and conversions – far better than emails that don’t personalize.
Personalization isn’t only about the copy; it could even be about the timing of the email.
Check out this example of an abandoned cart from Canada Goose.
By syncing timing (Winter) with their motivation (it’s cold outside), they have crafted an email that is much more personal than a simple, “Did you forget this in your cart?”
I don’t have the statistics, but I’m sure that putting this effort in might have tripled the conversion rate or more. Bravo.
Think about the opportunities you have to get personal with your audience, then make it happen.