Email Marketing: The Benefits of Personalization

It is a proven fact that when you receive an email that has your name on it you feel more attached and certainly more special than with a generic email. When people feel like they are part of a group they are more likely to respond positively than when they don’t feel included.

There are many psychological aspects that must be considered with your email marketing campaign and whether or not you  personalize emails, and how this affects your customers, is worth thinking about. If you use personalization correctly in your email marketing campaign then you will have a better chance of creating a relationship and a bond between the customer and your brand. This is really important and it is just as important to ensure the personalization is done correctly. Otherwise, you will do more harm than good and potentially lose a customer. That’s why you must understand personalization and make sure you get it right. The following tips will help you personalize an email in the proper way.

Introduction
The first thing you must consider is your customer. Are you writing to a consumer or to a business client? This is important because a regular consumer might warrant an email that begins, “Hi, Sue,” while a business client might warrant more formality or something to the effect of, “Dear Mr. Johnson”. Getting the tone right is important and this means you must know who you are writing to.

References
In your email you want to really create a bond with the customer. So, if this particular customer has recently purchased something from you make reference to that. For example, you could write, “Thank you for buying the Canon Elph digital camera from us.” This lets the customer know you remember them and appreciate their business. Once you have them feeling good about your company and follow up then you can go in for the up sell. Ask them if they need a new battery or memory card for their new camera. Suggest a new camera case or extended warrant. Whatever you offer be sure to link to the product so they can immediately make the purchase!

City
Make your customers feel like they are part of a group or area. Write in the email that “Everyone in New York knows the best pizza” or “The best Chinese food in Raleigh.” You are connecting your reader to a place, their location, and this is important and will help you make more sales. Remember, too, that if you get the recipient and their location mixed up then you will be doing more harm than you are good.