If you run your blog or page on social media (and monetize them), you understand the importance of crafting the right strategy for a successful marketing campaign. That strategy includes personalization in email marketing,
Naturally, high-quality content and SEO allow you to increase the effectiveness of marketing campaigns and maximize your earnings. However, SEO and content optimization are only the tip of the iceberg.
Your business depends on the performance of all your marketing efforts, and the only way to reach your goals is to help your customers work their way through the marketing funnel.
And that’s basically impossible without a carefully crafted email marketing strategy.
Tech-savvy marketers choose to invest more in SEO and affiliate marketing efforts, bringing in high volumes of organic and paid traffic. However, email marketing is still King for a very good reason — it has high ROI.
There’s no denying that email marketing has changed a lot, adapted to the times, and has risen in popularity — all while creating a strategic cause for launching in-person email marketing events like MailCon. But marketers still seem to struggle with its most challenging aspect — email marketing personalization.
So, without any further ado, let’s get into the nitty-gritty of personalized email content.
Table of Contents
Email Marketing Personalization Explained
Have you ever struggled to set up an automated email campaign? Technology makes it ridiculously simple to personalize and automate your email marketing process.
Today, many email marketing technologies enable a high level of personalization, going above and beyond simply placing a person’s name into an email.
Source: Instapage
Essentially, marketing email is an opportunity to accelerate sales and stimulate customers to take the desired actions.
For instance, you can collect customer information and personalize the content of emails based on user reviews and preferences.
Increase Sales With Personalization In Email Marketing
How to Personalize Email Campaigns To Increase Sales
It’s no secret that you can use multiple strategies to harness the power of email marketing personalization.
Aside from the fundamental benefits of email marketing, it’s worth noting that this approach complements any marketing channel. A multichannel marketing strategy expands your reach, provides access to more prospective customers, raises brand awareness, and has the potential to increase conversion rates.
Here’s a great example: you can use social media to locate prospects likely to subscribe to your email newsletters. Then, you can use email marketing to encourage prospects to subscribe to your social media platforms.
Additionally, you can share specific email messages on social media or feature your social media posts in your emails.
Why Use Email Marketing Services?
Having analyzed hundreds of marketing campaign ideas, we concluded that the right martech stack has everything to do with the success of your online marketing campaigns.
Namely, a system that allows you to work more efficiently with the client base and automate small repetitive tasks.
Source: Moosend
Among the conceptual advantages, we note the following:
- Target audience engagement
- Updating information about your target audience
- Monetization opportunities
- Lead generation for landing pages
- Campaign tracking and optimization
- Automation of ad strategies
Let’s examine them in more detail.
Target Audience Engagement
Organic methods can’t always generate views or actions. Visitors usually arrive at the page by accident, based on a recommendation, or by making a specific search query.
However, with the help of a carefully crafted email marketing strategy and the right martech stack, you can increase the number of visits and gain several benefits:
- Valid traffic that converts
- Stable ROI indicators (for email, on average, it is $36 for every $1 spent)
- Organic promotion through audience loyalty
- High-quality segmentation that will potentially reduce the volume of inefficient traffic
- A powerful reputational component that will influence customer’s perception of the brand
Updating Information About Your Target Audience
Using a marketing email strategy, you can gather more information about the audience and significantly boost conversion rates (CR).
For instance, by analyzing reports on delivered/opened emails and the number of conversions, you can create a user profile and apply this knowledge to ensure email marketing personalization.
Email Custom Fields: How to Create a Personalized Email Using Custom Fields | GetResponse Tutorial
This will significantly increase the open rate and positively impact the number of visits to the landing page and CR.
Monetization Opportunities
The content of personalized emails can often contain various ad blocks or visually appealing dynamic elements, encouraging clicks and, ultimately, redirecting users to the corresponding target pages.
For example, you can add such elements to maximize your earnings (the more emails users open and the more they interact with content, the higher the chance of conversion).
However, the success rate must be at least 20-30%, so you must put time and effort into personalizing your emails.
Lead Generation for Landing Pages
What is personalization in digital marketing, if not an approach that allows you to get a consistently high open rate, conversion, and click-through rate?
If you correctly form the content of the email, personalize it, and add dynamic blocks, you’ll encourage your target audience to perform a specific action, like viewing and interacting with the landing page.
Source: Iblogzone
A large number of visits tells search aggregators that your web resource and content are valuable, simultaneously improving their ranking.
Automation of Advertising Strategy
Using the best email marketing platforms or even regular CRMs can relieve you of the routine.
For example, by creating multiple templates and segmenting and grouping your audience, you’ll be able to automatically insert usernames into headlines and recommend content based on their preferences.
Most importantly, the system will automatically generate and send letters to the audience at set intervals. This allows you to notify users (or potential customers) about changes to the target resource, promotional offers, etc.
Take Your Lead Generation to the Next Level With Emails Crafted for a Social Media Marketing Campaign
An effective email marketing strategy should help increase traffic to your web resources and social media accounts. However, this is only possible if you use the right tactics.
Key elements of quality promotion:
- Metrics
- A/B testing
- Dynamic content
- Automation
- Expert help
You may have seen this list in some personalization marketing examples, but we offer you our own interpretation of each point, which will help you build a quality advertising campaign.
Metrics
The most important component in any online marketing campaign is analytics. In terms of email, analytics is a set of metrics that allow you to understand whether the current strategy is effective and which of its elements are not working.
The primary performance indicators of email marketing strategy include:
| Percentage of letters delivered | Yes, even a mail provider that systematically blocks advertising messages can be the cause of failure. |
| Percentage of open letters | It is good if your creatives are read, but if not, it is worth reformatting the content and increasing its value for the target audience. |
| Conversion rate | That is the ratio of opened letters to actions performed (clicks on links, clicks on active content elements). |
It is worth applying free email marketing tools or their paid counterparts to monitor these metrics.
A/B Testing
Let’s imagine you’ve realized that your version of the “ best email marketing strategy” does not work. You’ve even identified the cause of the failure, but you’re not sure whether changing the components will improve performance.
This is where A/B testing is needed, with the help of which you can:
- Run several parallel threads filled with different content and CTA
- Check the effectiveness of various approaches to designing and formatting emails
- Collect analytical data that will help you optimize the strategy of email marketing personalization
Dynamic Content
The impact of affiliate marketing is visible even in tangential segments such as promotional chain letters. Dynamic content is proof of that.
You can segment your audience and create an algorithm that adds offers to email content based on user preferences and views.
The State of Email Marketing Personalization | Webinar
Such messages will show the audience that you are interested in their interests and are trying to offer something that could interest them.
Automation
Modern personalized email marketing campaigns are created using specialized systems (usually CRMs).
They require minimal manual work and maximum customer data to craft and fine-tune your marketing messages and email content.
Therefore, a special toolkit for automating marketing components can be used to optimize and speed up the processes of generating and sending letters and analyzing their effectiveness.
Professional Help from an Email Marketing Agency
If you find it challenging to create an effective email marketing campaign, entrust this task to experts with the appropriate profile. While it will require additional investment, you can rest assured your ROI won’t be negative.
Typically, it’s $36 for $1 invested, which is entirely justified.
The Impact of Email Marketing on Your Business Growth
Regardless of the focus marketing channels and the industry you operate in, customized email marketing can help you boost sales and drive business growth.
Whether it’s a social network page, a blog, or a commercial site, a quality ad campaign paired with fine-tuned email marketing efforts will significantly improve your reach and help you uncover the untapped monetization potential.
Are you using personalization in email marketing for your blog or business today?
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She has 30+ years of experience in marketing/advertising with 11 years of experience in content marketing, social media, blogging, and SEO.
You can purchase her eBook about Twitter on Amazon.
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