How to Personalize Your Email Marketing Campaigns
If anyone says that email is dying, they are simply wrong. Data proves the opposite. Email marketing is stronger than ever, but it requires different tactics, and is far beyond first and last name targeting. As consumer behavior and demand change over time, so should marketing.
“As a marketer, you already know that personalization can lead to big wins in email marketing. Emails with personalized subject lines are 26% more likely to be opened. Furthermore, marketers have found that segmented campaigns increase their revenue up to 760%.”
Even though there are many articles about how email personalization can lead to a successful campaign, there is still a lot of confusion about how to make this a reality.
Sending personalized emails without having enough information about your subscribers is becoming more and more challenging. In this post, we will explain how to integrate personalization into your email marketing campaigns, and engage with your subscribers in a more efficient way, using a marketing automation platform.
For now, we will give you a sneak peek into what the email personalization process looks like with our Bulk module.
When you log into the platform, you will see different modules enlisted on your left side. Click on the Bulk module, and a range of filters will show in front of you. We suggest you trying all of them in order to properly tailor and target your email campaign.
Location
Location is the first mandatory field. Start filtering by countries. There is an option to select several countries, and choose a city too. You can filter by:
Industry
This is the second mandatory field. Depending on the industry you are targeting, choose one of these codes:
If you know the code of the particular industry you target, fill in the blank space. If you don’t, no worries. We have prepared a list of codes for each industry. If you are still unsure about the codes, try searching by keywords (e.g. IT, retail etc.).
Company size
This is not a mandatory field, but it is very crucial for creating a targeted campaign because it allows you to specialize your content. Start filtering companies by:
Company status
As you move along the layout, don’t skip the company status field which helps you find the founding date of a company. Moreover, it provides an info for whether a company is still active or not, using filters like:
Here is an example of an email template that is fully personalized with the data that you can get from the platform with the filtering process:
Contact option
All these behind-the-scene customizations make the email look like it was composed on the spot by an SDR. Checking these boxes will help you reach out to the real purchase decision maker:
- Phone available
- Email available
- Website URL
- Decision-maker
Here is another example of a fully personalized email template:
Wrap up
If your email campaigns are not getting you the desired outcome, and if you are slow on hiring salespeople, you need to create personalized emails to do the job for you.
We know how this works. It took us several years to get where we are, to understand our target customers, to be able to adequately qualify them, and to design custom filters. We will be continuously testing and improving our filters in the future.
Talking from experience, if you are new in the business world it is better to take baby steps. Start by creating one customized email as a baseline. Then, test small variations for different segments.
And don’t forget: Go for small changes, instead of big ones.
Originally published at https://www.webtraffiko.com on April 25, 2019.
