What’s the key difference between the emails you send to your leads and an email you send to your friend?
The answer is simple. When you send an email to your friend, you are reaching out to them in person.
Here’s what exactly I mean.
When you are writing to your friend, you address them by their names. You know your friend, events taking place in their life, you wonder and you worry about them. You ask them something like “How’s Daisy?” (let’s say, Daisy is a dog).
Your whole email is all about a personal approach. Your whole email is about personalization.
Now, do you reach out to every lead and client in person just as you reach out to your friend?
Email personalization in numbers
If you are aware of why email personalization matters, look through to know your enemy. Or you can skip this paragraph and move to the practical part of the article.
But if you are sending bulk emails (with no personal approach at all) and are sure that personalization is something not worth your time and effort, let me prove you the contrary position.
Numbers speak louder than words. And here are a few stats you may get interested about:
- 61% of professionals state that customer experience and level of engagement improve thanks to personalization strategies (Evergage)
- According to another research, personalized campaigns grow prospect engagement by 74% (eConsultancy)
- Marketers love personalization because it helps improve the open rate (82%), the CTR (75%), and customer satisfaction (58%) (SalesCycle)
- Segmented personalized email campaigns grow revenue by 760% (Campaign Monitor)
- 74% of online shoppers are not satisfied with non-personalized and non-relevant offers (CMO)
- Emails with personalized subject lines are opened more by 26% (Campaign Monitor)
- Emails with personal approach show six times higher results in rates including transactions (CMO, Experian)
- Personalized CTAs bring 202% higher conversion rate (HubSpot)
- 62% of professionals claim personalization the best-performing tactic (Business2Community)
As you see, email personalization is the best technique for marketers. It shows high results across the marketing metrics and it is worth your effort.
Yet, personalization needs an understanding of what it is and how to do it right to reach the best results.
The email personalization process
What is basically personalization?
Email personalization is the process of creating highly-targeted emails. It is based on the personal and professional information of your email recipients. The aim of email personalization is to grow revenue. The level of personalization depends directly on the user’s data you have. The more info, the more personalized and targeted email you can craft.
To implement the email personalization on the highest level and improve the customer experience, you need to realize the process. In brief, this process includes three steps:
Stage 1. Data collection
Need to repeat it once again. The more information you have, the more personalized emails you will send.
Depending on the recipients, you may need different information. Let’s say, if you are going to reach out to a cold lead, you can use their social media profiles for data collection. Use their name, company, position, location, etc. If you would like to use social media for outreach, first, find out why email is better than social media.
To improve customer experience, discover their behaviour, interests, activity, preferences, etc. Use social media platforms, like Quora, to follow your clients, track their questions and answers.
Stage 2. Segmentation
With all the data collected, you can proceed to segmentation. Find the similarities and differences, divide people into small groups. The more groups of leads or clients you have, the more personalized email campaigns you’ll launch.
You can base your choice on:
- Stage of the sales funnel: awareness, consideration or decision
- Taken actions
Here comes the medium stage between segmentation and personalization itself. While analyzing data, decide on which information to use in your email campaign.
Some information may help you decide on the group for a person, but you don’t have to use it in your campaign. For example, the type and colour of trunks a person wears 🙂
Stage 3. Personalization
The last step is personalization itself. Compose highly-targeted personalized emails. Make them appealing to every person and look professional.
Remember: You are not reaching out to a group of people but to every recipient in person.
There’s no necessity in using all the info you’ve found in one email only. Split the data into a few groups. Use them for personal approaches through the email sequence.
Let’s admit it. You could have impressed people by using their names in 2005 but not in 2020. As a professional, you have to go deeper.
I’ve already mentioned a few personalization examples in brief. Let me show you a few more tips on how you can personalize your marketing strategy to 100%.
Especially if you are within the B2B niche, this data is vital to you. Research is time-consuming, I know. But still, if your aim is high results, you have to do that.
Go to LinkedIn and find the person you are going to reach out to and get the company they represent. Professionally? Yep. Worth your time? Surely. The stats above prove that.
To make your message human-like and personal, greet people on their recent achievements. Believe me, everyone will appreciate this. That’s awesome to know that someone has interest in you and bothers so much to gain your attention.
If you’ve found info on milestones, do include it as well. Support your recipients, if necessary, and, of course, offer your help.
If you’ve found the company name, it’s easy to know the position a person occupies. Seems, that’s another personalization point that can be omitted. Yet, this personalization variable is vital, especially for B2B.
Let’s say, you are reaching with a synonyms solution for copywriters. How great would this introductory sentence be?
Moreover, don’t forget to praise people for their work. If you’ve read their article, say that it is awesome and discloses the best tips you’ve ever read. If you saw a bright landing page designed by someone, admire it. People love compliments.
This information would also fit B2B. Still, I’d better mention it and disclose it in detail. To show your interest in a lead or a client, remember every detail. Including the industry they are in.
Mention the latest news, updates, changes, new instruments, etc. Make this information float into the email text and be to the point. Connect it later to your offer.
This point is rather about B2B too. If you want to show your interest in a lead, just do it.
Learn a few details about the product they represent and discover the key features of their service. Address this data. Ask a few clarification questions or appeal to social media mentioning them.
Would people appreciate your acknowledgement? Believe me, they will.
The name of the product they’ve taken interest in
This point is one-size-fits-all, both B2B and B2C, cold leads and clients. Notice a cold lead following a definite platform on LI? Know that your client visits your competitors? Be the first to deal with them.
When you discover what evokes interest in your clients and leads and appeal to this info, they may get interested in your offer. Create a sense of help, offer to schedule a demo or a consultation.
To craft an appealing personalized email, you need to collect all data possible. The more details, the higher level of personalization. The higher level of personalization, the more loyal clients.
According to email marketing statistics, email personalization results in improved rates. The delivery, open, and click-through rates go higher. Sales and customer loyalty grows while the unsubscribe and spam complaint rates decrease.
Besides the email personalization attributes, let me show you the three personalization pillars. These are scheduling, timing, and the recipient’s behaviour.
What time zone do your clients live in? If all your leads and clients are within one time zone, that’s not a problem at all.
But what if your audience is international and scattered across the world? Segment your list of email recipients. Check to be sure that each group is going to receive their own email campaign according to their time zone.
Do you know when your leads and clients check their emails? Morning or evening? Monday or Friday? According to research, the best time to send emails is Tuesday to Friday, 10 am – 4 pm. Yep, working days, working hours.
Trust the science but don’t forget about personalization. Within your email campaigns, orient towards your audience and their preferences.
Research and find out when your audience checks their emails. This data will help you reach out to them on days and times when they want you to reach out to them. The professional approach is all you need.
B2B tip: Respect your audience and their free time, avoid sending emails on weekends. No one would love to deal with business emails on weekends. Moreover, till Monday, your messages may get lost in inboxes and your recipients can miss your email.
Scheduling is vital. Timing, the intervals between emails, is no less important. Here’s what science says about email frequency:
- 32% of marketers send emails 2-3 times a month, 19% send 4-6 emails per month, 17% send only one email in a month, 16% stick to 6+ emails monthly (GetResponse)
- 61% of customers are favorable to weekly promotional emails. 38% would love to receive promos even more often (Marketing Sherpa)
- 28% of respondents want to get marketing emails 2-3 emails a week (Constant Contact)
Numbers speak louder than words, and you cannot ignore them. But still, do not rely on science only. Your email marketing campaigns are about personalization.
You know, I am among that 50% of professionals who are sure that there’s no perfect time for sending emails. I’m sure that every business and every person is unique. And each needs a personal approach.
Hit me but I have to say it again: research and discover your audience. Anyway, the email intervals need to look natural and as if each email is sent personally.
The failproof email sending scheme is the following:
Tip: Do not send emails daily or even more often even in case you do not receive a reply. Very fast, you will annoy your clients and leads and turn into a spammer. Avoid sending follow-ups daily, that’s a mauvais ton.
The pro-level of personalized emails is sending them in response to a recipient’s behavior. Don’t get scared, you don’t have to bother with every email tracking and endless reminders.
For professionals, there are email drip campaigns. Besides schedules and timing, you can set triggers. They track the recipient’s interaction with emails and send follow-ups depending on it.
There are two options, the recipient opened an email and the recipient clicked the link. There are no strict rules on their usage. Choose the ones that suit most and combine them within the email sequence.
Here’s the key benefit of triggers. The emails are sent automatically in a personalized manner to every recipient. You don’t have to track the campaign performance manually.
As a professional, you know how to write an email that gets a response. Also, you are aware of how important it is to be personal during your communication.
Yet, let me remind you of the 4 tips of a truly-professional email:
- Allow people to unsubscribe. To reduce the spam complaint rate, insert an unsubscribe link to your emails. Respect everyone.
- Do not ignore people. As soon as you receive an email from someone, don’t be long in replying. Answer the questions, offer your help, disclose information, predict the person’s questions.
- Improve your customer communication strategy. When following-up, you are most likely to use tech assistants like drip emails. Yet, when a lead or a customer initiates a conversation with you, be a person, not a machine. Reply to their messages on your own.
- Be friendly and polite. Besides personalization variables in your email, don’t forget to use professional language. No colloquial words, no acronyms. Talk to your lead and client as if you are reaching out to your friend (still, all in good measure).
Personalize it to the fullest!
Email personalization is a time-consuming and responsible task. Yet, if you do your best, spend time, research, and reap the fruits.
To personalize your email right, find as much info on your leads and clients as you can. The more details, the more personalized email. The more the email is personalized, the higher revenue you will gain.
A personalized email is not only about demographics and pain points. It’s also about scheduling, timing, and the recipient’s interaction with your email. With a well-crafted email drip campaign tool on board, you can send highly-personalized messages on days and at frequencies, people are favourable to.
Time-consuming but profitable. Start your research now and may high conversions follow you!