Better Target Email Subscribers with Personalization

July 10, 2019
By TowerData

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As the barriers to gaining access to consumer inboxes lessen, it can be easy for marketers to forget just how personal the inbox really is. The marketing emails you send pop up alongside photographs of grandchildren and GoToMeeting invites from coworkers. Personalizing your emails shows respect for the access your customers grant you into that area of their lives.

By taking the extra steps to segment your emails and target them to your audience’s specific needs, your company stands to improve open rates, lower unsubscribe rates and convert more sales. So how can you make that happen?

  1. Know Your Customers: If you take the time to develop buyer personas and gain insight into the people you’re speaking with, the importance of email segmenting will become incredibly clear. Ask yourself: Who are my customers, and what are their needs?
  2. Keep it Simple: Email segmenting might seem intimidating at first, but it doesn’t have to be. To begin, create basic, logical groupings using demographic and lifestyle information you already know about your buyers. If you don’t know many details beyond your customers’ names and email addresses, an email intelligence service can be a great way to uncover more details.
  3. Recognize Your Buyers’ Differences. As you get to know your customers, you’ll quickly discover they aren’t all the same—and they shouldn’t be treated that way. For starters, your buyers have different needs depending on where they are in the sales cycle, not to mention how their interests in your services might differ. Understanding and acknowledging these differences through email personalization shows you value their needs.
  4. Tailor Email Content. Providing content specifically for your buyers’ individual needs not only increases the chances they’ll open your emails, it also increases the chances they’ll respond to any calls to action the emails contain. Put yourself in their shoes, and then ask yourself, “What would grab my attention?”
  5. Keep it Interesting. No matter how well you cater the content of your emails, no one likes to be bombarded with information. One of the most important things to remember about your customers is they are likely busy, so keep emails short and interesting. Think of your email as something they can quickly scan on their smartphone while in line at the grocery store. And don’t forget to maximize subject lines to increase open rates.

If you’re still not convinced how important it is to target your email audience, consider this: 31% of email marketers consider improved email segmentation a priority, according to Email on Acid. If your company isn’t maximizing email personalization, your competition might be. Don’t get left behind—show your buyers you understand their needs.

To learn more about Email Intelligence and how it can benefit you, download the free guide, "3 Ways to Use Subscriber Data to Modernize Email Marketing".

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