Heightened Customer Experience with Personalization

Personalization process involves using acquired user-information to deliver appropriate content, information and services matching the user’s needs. Personalized email can offer more selectivity to your audience and heighten the user’s experience of a service.

In email marketing parlance, it aims to apply customer information to solicit desired action. Personalization elements used in email -

  Enables to serve the customer by anticipating needs
  Makes communication efficient and builds customer loyalty
  Elicits better response by using historical data and preferences

Personalization tactics enable marketers to tailor messages aesthetically and contextually for unique customer segments.

5 Critical Elements of Successful Personalization

Digital medium offers plethora of personalization avenues depending upon the targeted audience. The most commonly used personalization techniques are done in the following fronts -

Subject line personalization impels users response

Appropriate, catchy words in your subject line enable your email to stand out in your users in-box. Ideally subject lines must be short, ideally with in 50 characters and must clearly convey the essence of your mail. The choice of words must spur reader to instantly click on your email. If required take a professional copywriter’s help to craft the right subject line for your email promotion.

Body level personalization increases open rates

Body copy of your email promotion should be brief, clear, compelling and engaging. Include personalized content in the email body will spur users to read and spend time for your mail. Personalize the body copy with variable content, images and appropriate design. Within your copy the language and the communication must focus on your reader (you, your, yours). Short concise copy with bulleted points will aid in conveying the content of your message.

Creative level personalization heightens brand value

Just like words, creative designs in your template must sync with the taste and style of your target audience. HTML design when used must align with your product and business objective. To improve better delivery of your bulk email promotions, ensure that your HTML email size is about 50 – 60 KB. Notwithstanding these, the color schemes, layout, corporate logo placement, bullets etc must align with your website and brand.

Personalized landing page captures huge response

Design, visual elements and navigation of the landing page for your email promotion are very crucial to the success of your campaign. For best campaign results, develop separate and personalized landing pages. They create a definite path of action for your web visitors.

Call-to action

Finally, call to action – or CTA in your email must induce visitors to take the action proposed in your copy. Best way to coin the phrase would be to answer this question from the point of view of the recipient “What’s in it for me”. So, depending on the complexity of your proposal your final punch line must custom fit the user, sender and the desired outcome.

If you would like to get professional help to personalize your email campaigns, contact us.

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