Everyone's email inbox is full, including customers and prospects. They are constantly receiving messages from competitors, social media platforms, and other websites. In fact, research by Microsoft reveals that the average inbox of an email user consists of about 50% newsletters and 20% social media updates.
It is therefore important for emails to stand out from the stiff competition that is out there. Sending out generic email messages with a one-size-fits-all approach is a strategy that is becoming less and less efficient. It leads to the degradation of the quality and quantity of your email list, with campaign performance suffering over time.
Email personalization is one of the major improvements that can be made to keep email campaigns performing at acceptable rates. Personalized emails draw more attention from recipients and have higher open and click through rates. With these emails being much more effective, they breathe life into email marketing campaigns and improve email campaign performance.
This article will explore the positive effect of email personalization on email campaign performance.
Higher Open and Click-through Rates
Personalized emails improve email campaign performance by leading to higher open and click through rates. Cross-industry studies carried out by marketing experts have shown that personalized emails (such as having the recipient’s name in the subject line) increased open rates by as much as 42%. Despite the effectiveness of this strategy, only about 35% of marketers are incorporating names into the subject lines of their emails.
This means that this area presents a great opportunity for businesses to leverage personalized emails in order to improve your email campaign performance. Customizing email subject lines has become a quick and easy process with email automation software. In fact, email lists that have the first names of prospects, can easily be configured with standard marketing automation software, such as Hubspot and Marketo, to include the first names of recipients in the subject line in the emails that are sent.
In this way, there is a good chance of having emails that stand out from the competition in everyone's crowded inboxes. By personalizing emails, campaigns can have higher rates of delivery for the content, being confident that the prospects will open and read as many emails as possible.
More Relevant Content for Customers
Personalized email messages are more likely to have content that is relevant and helpful to the customer, as opposed to generic emails. This is because personalized email campaigns take the time to identify customer needs and to design content that is directed towards satisfying those needs. According to research, 74% of online customers express dissatisfaction with emails that contain content that doesn’t apply to them.
Therefore, addressing this pain point for prospects by targeting them with relevant and personalized content is a huge boost for email marketing campaigns. The goal of designing more relevant email content can be achieved for email recipients can be achieved by paying attention to online behavior and tastes, then segmenting them into relevant portions of the email list. In fact, segmented emails that are targeted to specific prospects can lead to higher revenue generation.
Improves the Lead Nurturing Process
One of the most effective ways of nurturing your leads is through email. Simply put, lead nurturing cannot occur effectively without personalized emails. These emails fuel the lead nurturing process by providing your leads with targeted and relevant content, depending on what their interests are and where they are located in the buying cycle.
Personalized emails allow for not only identifying what the preferences of the leads are, but to also score the leads and assign them to a specific location in the sales funnel. After that, the content in your emails can be continuously modified in order to nurture the leads until they become sales ready.
For example, leads that are still early in the sales funnel can be targeted with content such as white papers, eBooks and general how-to articles/videos that will spark an interest in your products and services. As they continue to respond positively to your content and show more interest, they can be moved to the next step and offer more specific content such as demo videos, webinars, and eventually, offer pricing information to hot leads that are ready to talk to a salesperson.
Keeps Email Campaigns Fresh and Rejuvenated
In order to maintain an effective personalized email campaign, it is necessary to consistently keep up with the needs and behavior of the prospects. It is also required to continuously generate helpful and relevant content for customers if you want them to keep opening and responding to your emails. It would not be wise or effective to send out the same old content over and over again because prospects will eventually lose interest in the messages.
Therefore, personalized email campaigns that are carried out effectively lead to fresh content and rejuvenated marketing campaigns overall. Personalized emails keep businesses on their toes by keeping up with customer needs and emerging industry trends. In other words, they are constantly challenged to design targeted content that is new, fresh and creative in order to keep the prospects engaged.
More customers using fewer emails
A generic email sent to everyone would yield less conversion since it does not discriminate between members of different classes of society. A personalized email to the respective recipient would yield greater conversion. For example, a firm sending emails of menswear to men. The greater the engagement level, the fewer the emails sent but with much better results.
Newcomers are welcome
Personalization may be based on the campaign that drove them to convert or the first offer they converted on. An email marketing welcome program would demonstrate to new users that their interests are met. Enthusiastic subscribers tend to return and probably even tell a friend which could be regarded as free marketing. Personalization, therefore, advances communication.
Marketing is made useful
There is an influx of content, products and services in the market at present. A predictive personalized experience gives brands a chance to provide much-needed utility when prospects are faced with choices.
Higher Conversion Rates
Personalized emails lead to higher conversation rates among prospects. When the prospects receive targeted content and they find it relevant and helpful, they are more likely to make a purchase and become customers. A personalized email can appeal to the tastes and needs of a prospect, making them increasingly engage with content.
Imagine how attractive prospects would find an email that has their name in the subject line, along with a tag or a hint towards a topic that they find interesting. After they open the email, they are further graced with a personalized greeting and a reference to an activity that they engaged with in the past that is relevant to the specific business (which could be a previous purchase they made, a product that they viewed on your site, or some reference offer to a piece of content that they looked at, like a webinar or whitepaper).
This makes the prospect feel valued and appreciated. When they are provided with helpful content about their topic of interest, they are far more likely to respond to calls-to-action within the email. In a nutshell, personalized emails are an engine for lead conversion and they make email campaigns that much more effective.
Improved Customer Loyalty
Email personalization benefits email marketing campaigns by improving customer loyalty. Customer loyalty is one of the most significant contributors to increased sales for a business. A company that has a high number of customers making repeat purchases can enjoy stability and a better projection of future income.
Improving customer loyalty is predicated upon building relationships with customers, and personalized emails are one the best ways of achieving this goal. In addition, personalized emails enable a business to establish and maintain contact with the customer even after they make a purchase, which is a key component of improving customer loyalty.
Leads to a high Quality Email List
Personalized emails lead to the generation of a high-quality email list. This is because the process of strive personalizing email content for the prospects requires the marketing team to go through your current list in order to analyze customer information. During this process, marketing will be able to identify which prospects on your list are actual potential customers and if they are likely to make a purchase after being nurtured through the buying cycle.
As the team continues to embark on personalized email campaign(s), some prospects will slowly begin to be eliminated from the list because they do not pose any benefit to your business. The end result is a high-quality email list that contains prospects who fit your customer profile and are also likely to respond more effectively to your personalized emails.
Trust in the Organization
Personalized emails allow customers to establish and promote trust in the organization. Customers who trust the organization are more willing to purchase products and/or services because they view the business in a positive light; as one which is committed to satisfying its customers’ needs and fulfilling its fiduciary obligations.
Emails that contain targeted, helpful and relevant content can make the prospects feel valued and give the impression that the company is taking steps to care for their needs and is ready to help solve their problems. This drives them to trust the business and your products and services as a key resource towards helping them solve their problems.
Personalized emails are also a strong indication of customer trust because customers overcome perceptions of risk and will then provide with important information about themselves that they trust will be kept safe.
The Message is perceived to be of Higher Quality
A personalized email message is often perceived to be of higher quality because it is viewed as containing more relevant information to the recipient. A prospect who receives an email with their name in the subject line or within the body itself is more likely to open and read the message because they will have the perception that the email is addressing something that they find relevant.
The prospects are also more likely to retain the information that is contained therein and to respond to your calls-to-action. And because it is expected that personalized emails should contain content that is attractive and relevant to the recipient, such emails will more likely be perceived as being of higher quality compared to other messages the prospects receive in their inbox from other organizations.
Improves the Performance of the Sales Team
As a business works towards collecting important information from prospects in order to target them with relevant content via email, the sales team also stands to benefit. The more that the business understands about the prospects, their needs, and behavioral patterns, the better the sales team can identify hot leads that are ready to make large and timely purchases. Therefore, as email campaigns improve in performance, so do your sales efforts.
This means that with effective and personalized emails, the sales team can also use the same data to personalize their own sales pitches to leads that are ready to make a purchase. Rather than the sales department making blind and generic sales pitches to potential customers, they can now follow a much more targeted approach and design sales offer based on the prospect’s needs and where they are located in the buying cycle.
In conclusion, email personalization has numerous positive effects on email campaign performance. Personalized emails allow for the content to stand out from the competition that is present in the prospects’ noisy email inboxes. By designing targeted emails that contain relevant content for the customers, the business will be able to engage with your prospects, get them to consume your content and respond to your calls-to-action. To sum it all up, with email personalization, the company will be able to rejuvenate its email marketing campaign(s) and greatly improve the performance of email marketing campaigns.