For many marketers, the holy grail of email marketing is to get 100% of their subscribers to convert to paying customers. The thought behind this goal is that since subscribers already agreed to receive regular broadcasts from your email marketing campaign, the onus is on you to convince them that your product or service is worth paying for. But what if I were to convince you that getting your subscribers to convert to paying customers was not the way to go? What if I were to tell you that creating and sending out beautiful, personalized emails that spark joy in your audience could very well lead you to a whole new segment of your customer base?
This thought leader series is for you if you’re looking to up your game in email marketing and aren’t quite sure where to start.
Personalized Emails Lead to Customer Joy
Yes, it’s true. By inserting a little bit of personalization into your email marketing, you can greatly increase the chances of your message being received and acted upon. In fact, several studies have proven that personalized emails lead to increased open rates, click-through rates, and, ultimately, conversion rates. Let’s take a quick look at how and why this is so.
Why Are Personalized Emails So Effective?
The short answer is because your subscribers (or potential subscribers) recognize your name and know that you’re reaching out to them because you care about their interests, challenges, or concerns. To give you a leg up in this department, many email marketing tools allow you to take full advantage of automated email campaigns, meaning you can quickly and effortlessly send personalized emails to your audience. The following are a few more reasons why personalized emails work so well:
- The content is relevant to the recipient.
- The sender shows they care.
- The sender builds trust.
- It makes the subscriber feel special.
- It makes them feel wanted.
- It makes them feel understood.
- It’s memorable.
- It’s more likely to lead to action.
- It gives the subscriber more confidence in your product or service.
Let’s take a quick look at each of these items in more detail.
As the name would suggest, personalized emails ensure that the content is relevant to the recipient. A 2016 report from the Radicati Group found that while 67% of consumers receive most of their information from online sources, that figure drops to 38% for products and brands they encounter in real life. In the digital age, people are more likely to receive information about a product or service through marketing emails than through any other channel. As a result, marketers should be taking advantage of this channel to remain relevant to customers. When customers receive information that is relevant to them, it is much more likely that they will retain the knowledge gained from the email and, in turn, be influenced to choose your product or service over another.
Marketers should care about their audience. This is something that we all possess as human beings and it’s an essential characteristic of a good marketer. Your subscribers (or potential subscribers) expect to feel that you have considered their needs and are taking the time to provide value. Sending out regular emails that are personalized is a great way to show your subscribers that you are thinking about them, even if your message is simply to promote your product or service. But it’s not just about the act of sending out the email; you should also be demonstrating this same behavior through your words and actions. Do you listen to and respond to your customers’ inquiries and complaints? If not, why not? Do you care enough to make sure that your customers are finding the information they need and are happy with the service that you are providing?
Trust is a major component of any fruitful online or offline interaction. Your subscriber (or potential subscriber) must feel that they can trust you to deliver on what you promise without risking their hard-earned money or brand reputation. When you are transparent about the quality of your product or service, and you earn your customers’ trust through delivering on your promises, they are much more likely to choose you for future collaborations and transactions. In fact, in the right scenario, your subscribers may even recommend your product to family and friends. Nothing beats good old-fashioned word of mouth marketing!
The main goal of any good marketer is to gain as much value as they can from their audience. When subscribers feel that they are receiving special attention from a marketer, especially when that marketer takes the time to personalize the correspondence, they are much more likely to feel that their needs are being met and that they are gaining something of value from the relationship. Studies have shown that when subscribers feel that they are receiving special treatment from a marketer, they will be more likely to agree to receive future mailings and be willing to enter into a long-term, profitable agreement with that brand. So, by taking the time to personalize your emails, you are guaranteeing that you will gain the attention of at least some of your audience.
People say what they want. Very rarely do we get to see what others do not want. Knowing how to listen to and respond to your customers’ wants, needs, and desires is essential to being a successful marketer. When you understand your customers’ needs and wants, you are better able to provide them with solutions that are tailored to their exact preferences. In the digital age, customers have unfettered access to information and the ability to research products and services before buying. In these situations, your job as a marketer is to provide them with the knowledge that will enable them to easily choose your product or service. For instance, if you are selling kitchen appliances, but your customers have expressed a desire to purchase a dishwasher or refrigerator, you would want to ensure that they understood the differences between each item and why they should choose one over another. In this way, you can be certain that they have all the information they need and can make the right decision for their needs.
People like to feel that they are understood. When employees or executives of a company or brand understand and appreciate the needs and wants of their customers, they are much more likely to create a product or service that is satisfactory to the consumer. In today’s world, with so much information available online, customers often don’t feel that they are being heard clearly unless they receive a response from a company or brand that values and hears them. For example, if you are contacting a company to inquire about their new smartphone, but the person you are speaking with does not have an adequate understanding of the mobile phone market, you will not develop productive communication. Only when both parties agree that they have a mutual understanding of the issue at hand will they be able to resolve the matter successfully. In these instances, the role of the marketer is not to resolve the issue for the customer, but to make sure that the customer feels that they have been heard and understood.
In an age where people are bombarded with information, it is essential that your messages be memorable. When customers encounter an email that is automatically delivered to them every month relating to a product or service that they are already interested in or familiar with, it is much less likely that they will remember that specific communication. In these situations, it is essential that you find a way to make the message stand out. One way of doing this is through the use of visual appeal and/or interesting content. These items will make your message memorable and help it stand out among the other spammy emails that they may receive. In addition, it is always beneficial when a customer receives a tangible benefit (like a discount or special offer) for merely filling out a form or subscribing to your mailing list.
More Likely to Lead to Action
When a customer receives a special offer or other compelling reason to act immediately, they are far more likely to take advantage of the opportunity. In the rush to make a purchase decision, many individuals will act without thinking and make a purchase that they might otherwise avoid. This can lead to huge savings for businesses who sell a variety of products or provide several services to keep things interesting for their customers. Furthermore, when customers feel that they are gaining something tangible for free (like a discount or special offer), it makes them more willing to give your company their personal details so that you can continue to market to them. For example, if you are selling kitchen appliances and your customer receives a discount if they provide you with their phone number, you can bet they will enter it just so they can take advantage of the offer.