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Why Personalization is Important in Email Marketing

When it comes to email marketing, there’s no question that email personalization has an impact on how much you engage your users or customers, as well as how many sales you make from your emails. That being said, many business owners still wonder exactly how much of an impact personalization really has in email marketing . In this article, we’ll dive into the details of what personalization means in email marketing and the benefits it offers to your audience. Let’s get started!

Introduction
So you’ve set up your lead magnet, you’re driving traffic to your squeeze page, and you’re converting leads into email subscribers—congratulations! But before you get too excited about all of these signups and where they might lead, it’s worth thinking about how you can keep customers engaged. Just collecting their information isn’t enough; if you want to build a successful business, now comes one of your most important tasks: nurturing your relationships with existing customers and bringing new ones on board as soon as possible. This is why personalizing communications with marketing automation software is key to any successful sales strategy. What exactly does personalization mean when it comes to emails?

How Does Targeted Email Marketing Work?
If you take a step back and look at targeted email marketing for what it is, it’s actually pretty simple. It’s about sending your customers highly relevant content (i.e., an email with a relevant offer or message) when they need it most (i.e., when they are ready to make a purchase). In short, your messaging should match up with what your customers are looking for exactly when they need it –and only then!–in order to be considered effective.

How does Email Personalization Work?
It’s relatively easy to send bulk emails, but getting a response from people who were sent those emails can be difficult. That’s where personalization comes into play: Tailoring content to specific individuals provides a much better response rate than generic email blasts. People are more likely to open and click on an email that’s geared specifically toward them, which also makes it easier for you to sell your products or services.

What Factors Should We Keep In Mind When Personalizing Our Emails?
When sending out an email marketing campaign, it’s vital to keep your customer and their preferences in mind. If you send emails that aren’t personalized, you’re leaving a lot of money on the table. After all, if someone doesn’t see your message as relevant or valuable to them, why would they act? The same can be said for personalizing your subject lines. It can have a major impact on how many people click-through your email links.

How do I Find Out About Customer’s Purchasing Habits?
When you’re trying to get an understanding of your customers, you have to look at your purchase data. Who is making purchases and who isn’t? What are they purchasing and what are they not purchasing? These details will allow you to know if it’s worth investing time into specific groups or types of people. For example, say that 70% of people who have a college degree make a purchase every month while only 20% of those without a college degree make a purchase every month.

Where Can I Learn More about Email Personalization?
How to personalize email messages by recipient name and purchase history. Some tools can even take it a step further, looking at what products you’ve browsed online or if you’ve visited certain pages. They then link that to any emails they send you and your activity on their site. That way they can be sure they’re sending specific deals to those who will be most interested in them, saving their time and increasing their chance of success. It’s an easy way to cater towards individual needs and create content tailored specifically for readers. And that attention may end up making customers more eager to interact with your brand rather than tune out.