The best way to get ultimate results from an e-mail marketing campaign is personalization. But how can you make your email marketing extremely personal? Here mentioned are some practices that will help you in being an expert e-mail marketer. Also, these will help you in getting the right track for creating more personalized e-mails. These practices are performed at three levels. Certain activities are to be performed before sending the e-mails, some are to be implemented in the e-mails and some are to be undertaken after sending the e-mails.
Things to do before sending e-mails
Create customer persona: In order to personalize your emails in a highly effective way, you must understand the characteristics of the people you are targeting. It is very crucial as it will influence how you target your audience. As you are drafting the persona of your customers, think about their demographic information, job level, pin-points and their goals.
Ask right questions on your forms: Now armed with an understanding of your buyers' persona, you can start asking questions by placing a form on the landing page of your website. Think what information will help your sales team. Have a knowledge of crucial factors of your business like its size, revenue, location, B2B or B2C information regarding which you can post on the forms.
Collect information from external sources as well: In support of the information that you gather from your internal forms, it is also important to collect additional information from certain other external sources like social media platforms. This information may include lead intelligence or behavioral information.
Place your offers specifically for a particular segment: Always keep in mind that the content and language that you use as the body of your e-mail is as important as the effort you put in segmenting your moves. That's why you need to make sure that when you send e-mails to a certain section, the offers you promote and the language you use to promote the same must relate with the interests and requirements of that section.
Things to include in your e-mails
Use an actual reply-to address: The main reason behind performing e-mail marketing is to engage the receivers and force them to respond. So, there is no point to use firstname.lastname@example.org as the address for replying back in your emails. Instead, you must use a real person's name like email@example.com to make your e-mails more recognizable, genuine and credible.
Customize the sender name: Try to use the name of that name which a lead might recognize easily, like a well-known person in the marketing department or even your chief officers. Factually, researches have witnessed that the e-mails sent by a real person are more likely to get clicked on than emails sent from a company name.
Add personal information to the body of the email: You should use personalized information inside the e-mail. As a good marketer, you have spent your time, energy and effort in collecting rich information about your leads like their name, industry etc. and including that information in your e-mails will make them even more personal.
Things to do after sending your e-mails
Keep track of who has opened and clicked: To track how many e-mails got opened or clicked is not only the way of knowing how well your emails are performing, but they are also a powerful way to further personalize the content of your e-mails for your prospects. Hence, if you can track the number of opened and clicked e-mails, you can easily start building a profile of what type of contents each prospect is interested in receiving from you.