With email marketers, the focus invariably is on successful email campaign execution. It is all about how many mails reach the inbox, open rates, click through rates and conversion rates.
Addressing the recipient by his / her first or last name is surely not enough a practice to count as personalization. We all know this is automated. What can be done to make your email message personalized and at the same time get your message across? Some helpful tips are:
Address on a first name basis – Yes, addressing recipients by their name is the first step in capturing attention. Mails without personalized greeting tend to get discarded and forgotten faster.
Make it crisp – Don’t stop with personalized greetings. People receive more than hundred mails every day; nobody has the time to read long messages. Keep it to the point. State your message, your objective of mailing and purpose concisely. Beating around the bush is only going to lose the attention of the reader.
Personalize with personality – Do not underestimate readers. They can identify mails designed for mass mailing and they instinctively send such message into trash. Your message should have personality that creates a connection with two people, the reader and your company. Nobody likes to receive messages written by ‘bots’.
If recipients get a feeling that there are being sent “form letters” written from a template, they will be disinterested in reading with future correspondence.
While personalization through email messages is one way of executing successful campaigns, the other key factor is in utilizing opt-in email databases. Get to know how it works for you, and let us know as well!
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