— December 7, 2018
Email marketing is one of the best ways to market your products. While you may be getting a good ROI from your email marketing campaigns, you can optimize them further. A great way to do this is by personalizing your email marketing campaigns.
To better explain the role of personalization in email marketing, PostFunnel created an infographic on it.
When you give a personal touch to your emails, they feel more authentic. This makes your prospects and customers feel that you care about them. In fact, the ROI generated from email marketing is about 21-23%. Email personalization is so effective that about 50% of marketing influencers use it in their campaigns.
Dynamic Yield asked their customers how they felt about emails from businesses. About 45.45% of customers in North America said they’d respond favorably to emails from retailers that are customized for them.
52% of B2C customers and about 65% of B2B customers also said they might switch brands due to lack of personalization. This shows you the power of personalization and what you might be missing out on if you aren’t personalizing your emails.
Here are a few different ways in which you can achieve personalization.
1. Location Based Personalization
You can send personalized emails to your customers based on their locations. Uber gets this personalization technique right. To those customers who are traveling to San Francisco, they send out personalized emails. These emails have discounted prices for their travel to SFO.
2. Gender-Based Personalization
You can utilize personalization based on the gender of your customers too. For instance, Adidas sends information to their customers based on their gender. Special collections are sent out to both males and females. This appeal better to them as they are personalized for their preferences.
Personalization is important to improve your email marketing campaigns. However, it can even help with other things such as:
1.Reduce Cart Abandonment
You can send out automated cart abandonment emails. According to statistics, about 45% of these are opened and about 50% of them are clicked on. About 50% of those who click on the emails make the purchase as well. This sort of personalization can help you reduce cart abandonment.
2.Increase Customer Retention
You can send out curated recommendations to your customers instead of sending random ones. This can make a difference as 73% of consumers prefer purchasing from retailers who provide a personalized shopping experience. When consumers see the brand suggesting relevant products, they will be more inclined to buy them.