In the past, many businesses used to rely heavily on traditional methods of advertising, such as print media and broadcast television to reach their audience. While those methods still work, they are not as effective as they used to be. According to HubSpot’s analysis of more than 21 million messages, emails, and social media posts between January 2016 and March 2017, 63% of the global marketing spend will be on digital marketing methods in 2021.
In the face of growing digital distraction, people are finding more value in personalized, targeted emails from brands. According to HubSpot’s 2021 Predictions Report, email marketing is predicted to grow by 18% year from 2019 to 2021, reaching £60 billion (€69 billion) of global marketing spend.
Personalized emails work because they are tailored to the needs and interests of the person receiving them. They also work because they are more likely to be opened and read than traditional emails written in bulk. Below, we’ll outline 3 step email marketing process that can be used to create personalized messages for your clients and fans.
Step 1: Set the stage
The first step in crafting a personalized email is to set the stage for the email exchange. This entails creating a persona for the recipient and deciding what kind of content they are most likely to appreciate. It also means deciding what kind of tone you will use to communicate with them. Will you write in an informal tone, or in a more official manner?
For example, a pharmaceutical company might write to a doctor with details about a new medicine they’ve developed, or an energy company might write to an engineer to thank them for implementing energy-efficient appliances in a home.
These are just some examples of the many different types of content and styles that you can use to engage with your audience. When choosing the content, you must keep in mind that what you write in the email must be relevant and interesting to the reader.
Step 2: Know your audience
The next step is to define your audience, which we’ll assume is already familiar with your brand. Essentially, you are identifying who you will send the email to, and establishing what they are most likely to appreciate or value. If you are writing to someone directly, you can assume that they are a customer or potential customer. If you are writing to an audience, you can assume that they are a fan or supporter of your brand or organization. Customer knowledge base (Q&A) is another popular option, where you can engage with your audience through educational content.
Step 3: Craft the message
The final step in the email marketing process is to craft the actual email itself. With your audience in mind, you can choose content that will likely engage them to open the email and read it. Once you’ve finished drafting the email, you should take time to read through it and ensure that everything is expressed clearly.
To make your email more engaging, you can add in relevant images or video clips. Other content that is highly interactive, such as social media posts or quizzes, can also be used to encourage the reader to take action.
With this 3 step process, you can ensure that your emails are created with a high degree of accuracy and are relevant and interesting to your intended audience. Following this process will put you on the right track to increasing your open rates, and boosting engagement with your fans and clients.