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Going beyond a name: What does personalisation mean for your email strategy?

30th Mar 2016
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Email continues to thrive as a marketing channel with 28 per cent YOY growth following a recent report. With more emails being sent, personalisation is crucial for brands to engage consumers at every step of the journey. We know that personalisation can come in many forms: from simply addressing the recipient by first name, to imagery, content and even bespoke videos. Emails containing at least one piece of personalisation drives an increase in engagement but much more can be done. Brands need to realise that personalisation goes beyond a name.

Engaging the overwhelmed consumer

It is incumbent on brands to ensure personalisation is at the top of the priority list, to stand out from their competitors. Consumers are bombarded with marketing messages and overwhelmed with choice.

Consumers want to receive personalised emails. With 205 billion emails sent daily, the average person spends over 20 hours per week on the internet and over 2.5 hours of that time is ‘on the go’. For your email to stand-out, personalisation is key.

According to the DMA’s recent email tracking report, 63 per cent agreed or strongly agreed with the statement, “most of the marketing emails I receive include no content or offers that are of interest to me”.  This should serve as a wake-up call to all email marketers. Batch and blast sending isn’t effective and fails to engage consumers.

Real-time and relevance

Using simply a first name approach is no longer enough. Real-time and relevant personalisation is integral. A recipient receiving an email that is contextual and relevant at the time of open is likely to be more engaged than a recipient who receives an email that isn’t tailored or taking into account any of their past behaviour.

For personalisation to be successful, the customer must be at the centre of everything. Brands must understand recipient’s needs so that email marketing can be useful to them. Take into account where each individual is on their journey with you. Are they demonstrating behaviour that they are about to make a purchase? Take the guessing out of your email strategy by using the data you’ll be collecting every time you send an email campaign.

Use your data

People switch off when they receive generic, one email-fits-all messages. Consumers have individual needs, preferred methods of communication and they’re inundated daily with marketing messages. Customers value personalised content, tailored products and services. By using the insights you have from previous interactions with customers, you can inform future campaigns and how your audiences may respond to your messages. If you’re a retailer and the customer has just bought an item from you, don’t send that same recipient an email a day later notifying them of a sale. Send them products that they may be interested in based on their behaviour and eliminate the guess work.

Personalisation is imperative for brands to engage consumers. If you get personalisation right, the opportunity is huge!

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