(Serhat Beyazkaya, SmartMessage Product Marketing Manager) Even though email marketing is considered to be a bulk delivery activity, modern consumers want to receive content and offers that will make them feel special. Personalization empowers you in satisfying this need, while segmentation increases the efficiency of your email marketing as an advanced form of personal communication.
We can group personalization types as:
1) The usage of demographic information (Name, surname, gender, city, company, etc.) in subject and content of the email,
2) Adding extra information such as personal interests and forming segmentation groups, (For example the team supported, credit card limit, etc.),
3) Delivering content based on the user’s behaviors while surfing the web or mobile sites. (Recommendation engine messages)
Personalization Empowers Email Marketing
Communication via using real names & surnames of your subscribers adds positive effect to your email marketing efforts. Knowing your users’ interests and analyzing their behaviors will also empower you delivering them the content that will be relevant and attractive. In the mid and long run, your loyalty metrics will get better, and your IP’s reputation will increase due to these interactions.
According to the Experian study, personalized emails generate six times higher transaction rates.
Marketers see an average increase of 20% in sales when they offer personalized experiences finds the Monetate study.
Segmentation is grouping your audience by their interests, expenditure behaviors, teams they support, etc. and you can do it even without knowing their personal information. The aim is to find out products and services users are interested in the most and deliver the content they will engage.
Creating relevant content for your users (as they point out when they subscribe), and effectively segmenting your audience will increase your read rates as well as your revenue.
Sending an A team supporter an email full of B team news or showing a user with a 500 $ salary a 1500 $ watch banner is not an acceptable marketing strategy in today’s consumption world. Sending your subscribers irrelevant content will lead to high unsubscribe rates and being marked as “spam” the worse.
DMA study shows that segmented and targeted emails generate 58% of all email revenue.
It is never too late to start segmenting your audience. If you do not have any experience yet, you can start with your next campaign. At least segmenting the users that are interested in your content, the users who read your emails or clicks the links will be a good starting point. You will have the chance to increase your engagement rates via delivering the right content to the right people.
Feel free to check our other articles for getting practical tips to increase the efficiency of your email marketing efforts.