High-quality personalization has become one of the cornerstones of effective marketing campaigns that stimulate sales, conversions, and brand loyalty. There is now a substantial body of research that describes the benefits of combining personalization with email marketing, which has an impressive effect on email open rates and CTR’s.
Merely mentioning a customer’s name in the message you send them will considerably increase their engagement with it and will most certainly make them read it till the end.
In this article, we’re going to look at a set of reasons why you should consider incorporating personalization in your email marketing strategy and the benefits that it will bring.
Let’s dive right in, shall we?
People want personalized experiences
It’s easy to understand why a marketing specialist might be inclined to think that people aren’t generally keen on sharing their personal data, even in exchange for certain benefits. However, there is plenty of research that suggests the opposite.
A recently published study indicates that over 50% of over 7000 respondents wouldn’t mind sharing their personal data with organizations if that granted them an improved experience with a service. That includes receiving personalized product recommendations, shopping experiences, and of course, discount vouchers.
Also, this data is relevant to a broad spectrum of age groups too. The same study suggests that over 60% of millennials, nearly 60% of Gen X-ers, and almost half of the Baby Boomers are a-okay to provide businesses with their consumer data if only they were offered discounts in exchange.
More importantly, there’s a wide array of ways consumer data can be used to personalize a customer’s experience:
- Reminding them of their previous purchases and abandoned carts: if your site is an eCommerce, it’s an excellent idea to remind each customer of their abandoned carts. This has shown to increase sales and returns considerably.
- Suggesting new products: by understanding what your customers like, based on previous purchases and interaction, you can also recommend.
- Show off new content, products, or services: your organization may be introducing new products and services on a regular basis, some of them may be very relevant to a certain percentage of your customers.
All of the above are designed to improve the customer’s overall experience with your services and products. One of the reasons why Amazon is such a successful platform is its ability to understand and predict their customers’ preferences. While they have hundreds of thousands of products to offer, your business might only have ten, so it doesn’t seem to personalize the emails you send to your clientele without using Machine Learning.
There’s a lot of SPAM out there
We all receive tons of SPAM on a regular basis. Some of it goes directly to the SPAM box, while some of it does end up in our main inboxes as well.
A poorly personalized email is generally a red flag for most people. Messages that start with “Dear friend” will almost immediately be discarded. A minimal degree of personalization is indicative of the fact that the user has previously shared data with the sender, which will eventually make the email more trustworthy.
This is especially relevant today, considering the number of scam artists exploiting this marketing medium on a daily basis. The especially popular ones are phishing and 419 scams. As a result, internet users are now very cautious with the messages they receive, and if you fail to personalize your message to a necessary degree — your message may end up marked as SPAM, which will then cause you to automatically appear in users’ SPAM boxes.
Personalization affects more than just email
Another important reason why you should consider email personalization is its all-encompassing effect. A report published in 2017 indicates that about 9 out of 10 marketing specialists consider it the most efficient medium for personalization. However, by merely being the most popular in a specific niche, it by no means implies that it actually works best.
The same study indicates that about 40% experience a significant impact on the users’ engagement across all marketing channels, while a little over 5% report that it doesn’t work well for them.
It allows for relevant content distribution
Content is still king. Providing your clientele with relevant content is an imperative factor for an engaged audience. In the modern business ecosystem, providing customers with highly valuable content has been gradually becoming a staple among a variety of industries, rather than a neat feature.
Nowadays, customers consider that there’s a correlation between the quality of personalization and the reputation of a particular business. This is one of the reasons organizations invest so much time into understanding the preferences and interests of their clients and followers. A recently published study that included 7,000 users indicates that flooding your newsletter subscriber base with content that is of no importance to them is pretty much useless in a marketing context.
Here are some numbers:
- Approximately 58% of respondents consider that the degree and quality of personalization play a central role in defining their intention to make purchases with companies.
- Over 55% of respondents consider brand reputation to be critical when choosing products and services.
- Over half of the participants said that they look forward to sharing their data information in order to have a personalized experience.
- Over half of the participants said that they look forward to receiving recommendations from brands.
It’s very cost-effective
It’s also essential to underline how ridiculously cost-effective email marketing is. It could be the case that this particular marketing channel has the most significant return-on-investment in the game. A study conducted by Salesforce suggests that 89% of marketing specialists agree that email marketing has had a substantial impact on the organization’s revenue and its constant growth.
Another report suggests that the ROI of this marketing channel is approximately 42:1, and it’s safe to say that few channels can compete with that. Similarly, it’s also possible to increase the return on investment by performing regular A/B tests, including ones that regard personalization. Organizations that do so can increase their ROI to approximately 48:1.
“A/B testing is a critical component of email marketing. There is a variety of elements that can be personalized, which should give you a lot of exciting things to experiment with.” — Marie Fincher, a marketing specialist at Trust My Paper.
There aren’t many marketing channels that can yield such impressive results. Email marketing, when done right, i.e., personalized, can provide businesses with a broad spectrum of benefits from higher customer engagement to formidable ROI’s.
Diana Nadim is a writer and editor who has a Master degree in Marketing. She combines her passion for writing with her interest in research and creates thought-provoking content in various fields. Besides working as a contributor writer for BestEssayEducation and WowGrade, Diana also runs her own 3to5Marketing blog.
Follow her on Twitter.