How To Properly Use Email Personalization To Better Engage Your Customers
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Believe it or not, email personalization can be the key to taking customer engagement up another notch.
Email -especially cold emailing- is already a powerful tool for getting in touch (when used correctly) and generating leads through email.
But when you add personalization to your emails, you can create a much deeper connection with customers.
What’s more, with the rise of automation tools such as our own LaGrowthMachine, personalizing emails is easier than ever. More on that in a little bit!
Personalization tactics can substantially increase response rates and conversions from these messages.
Not sure how? No worries – this blog post will show you how to leverage email personalization techniques for maximum effectiveness.
Keep reading if you’re ready to get more out of your emails!
What is email personalization?
At its core, email personalization is the practice of customizing your email copy to individual sales leads.
This can be as simple as addressing them by their name or tailoring content based on their location, interests, and/or past purchases.
By adding these small touches, you tell customers that they’re more than just a number to your business.
It also shows that you’ve taken the time to get to know not just who they are, but also what their needs may be.
This level of detail will make them more likely to engage with your emails and ultimately convert into paying -and hopefully loyal, customers.
Why does email personalization work?
Customers are way more likely to pay attention and take action when an email is tailored specifically to them.
Because it makes customers feel special – like you’re connecting with them on a one-to-one basis.
It also shows that you have taken the time and effort to learn about their personal preferences, making them more likely to purchase from you.
The benefits of email personalization are numerous:
- Increased open rates: Personalized emails have higher open rates compared to generic messages.
- Improved engagement: Customers are more likely to respond positively when they feel like you’re reaching out specifically for them.
- Reduced unsubscribes: Customers are less likely to opt out of your email list if the content is of interest to them.
- Better conversions: Personalization makes it easier for customers to find what they’re looking for, resulting in more sales.
You can personalize any type of email! Whether it’s a newsletter, promotional message, or follow up – adding personalization to any of these emails will help increase engagement.
We recommend you start off with a few simple personalization tactics and see how your customers respond before diving into more complex techniques.
Plus, with the help of LaGrowthMachine, email personalization is easier than ever! But how do you actually do it?
How to use customAttributes to personalize your emails
To achieve the best results from your campaigns, you should consider customizing them with LaGrowthMachine’s variables feature to ensure a higher reply rate (up to a 180% increase in your reply rate!).
Variables are data that are automatically filled by LaGrowthMachine each time you start a campaign to personalize your messaging. There are two types of variables:
- Lead variables (in purple): matching the information you’ve gathered on your lead after they’ve gone through the enrichment process.
- Identity variables (in yellow): corresponds to the data about whichever identity sending the message.
Every type gives you the capacity to customize your message on a large scale.
Incorporating Spins into your emails will enable you to effortlessly craft distinct sentences that still carry the same meaning.
This is a very useful tool if you’re trying to reach people from the same company but want to avoid using the same phrases for each email.
Using the example above, you can use the spin syntax in your message body like this:
5 Email personalization techniques that actually work
Now that you know more about email personalization and have the tools to make it happen, let’s look at some specific techniques that you can use along with LaGrowthMachine to get better results from your campaigns.
1. Collect proper customer data
Before you can personalize your emails, you need to collect the right data about your customers. If you don’t have the relevant data, your personalization efforts will suffer.
If you think you already have enough information on your leads from previous forms (like LinkedIn lead gen forms) that you sent or online research you did, try to enrich the data more with LaGrowthMachine’s automated process.
LaGrowthMachine allows you to automatically enrich any lead information with extra details about the companies and people you’re targeting.
If not, you can always ask for the extra details in your forms. This way, you’ll have all the necessary information to make sure your emails are as personalized as possible.
Be careful, however! Whatever information you ask of them, make sure that keep it short and simple.
2. Personalize your subject lines:
Subject lines are the first thing people see when they open their emails, so make sure yours stands out.
Using LaGrowthMachine’s enrichment and Variables feature allows you to quickly and easily personalize each recipient’s subject line, making them that much more likely to open your message.
They need to be tailored to the specifications of each individual industry, audience, and more – it is essential that strategies differ from one another.
Running tests can give you extremely valuable insight into what subject lines are the most effective for your target audience.
By utilizing all of the data collected from a subscriber’s preferences and demographics such as age range, wants and interests, seniority level, etc. – you can alter your content in order to create email sequences that will captivate your leads’ attention.
3. Create email sequences based on your lead’s behavior
Automated email marketing sequences are a great way to communicate with your leads in an efficient and personalized manner.
You can use LaGrowthMachine’s ready-to-use templates, combined with our native CRM integrations to create campaigns that will be triggered each time one of your leads matches certain criteria.
This way, you’ll have a way more effective email marketing strategy through your CRM!
For maximum efficiency and effectiveness, create targeted workflows and sequences to ensure that each person on your email list has their needs met in a timely fashion.
This way, you can create automated email sequences that are tailored to each lead’s specific behavior.
For instance, if a lead hasn’t opened your emails in the past two weeks you could set up an automated sequence that will remind them about your offer and bring them back on track with the rest of your campaign.
Just pay attention when you send your messages to make sure that your email arrives at the best time for each lead.
4. Add a “Recommended for You” section
Adding a recommendations section to your emails can also be very beneficial.
This way, you’re able to suggest products or services that are tailored to each individual’s needs and interests.
To maximize the effectiveness of this strategy, focus your attention on customers who have already purchased from you in the past, ideally more than once.This way, you’re able to show them more relevant and specific items that will make it much easier for them to make a purchase.
For this, you need to really invest in your data collection! The more data you have about your customer, the more accurate your recommendations will be.
Guide your customers in choosing the right product for them, instead of merely pushing a certain item. Otherwise, these “personal” suggestions will feel anything but genuine or useful.
5. Utilize User Generated Content
User Generated Content (UGC) is content that your customers have created, typically on social media.
This type of content can be an extremely effective way to engage with customers and build loyalty.
Using UGC allows you to tap into the power of word-of-mouth marketing and can be a great opportunity to create personal connections with customers.
When looking for UGC, focus on content that is relevant to your brand and your customer’s experience.
For example, if you are an apparel company, you might look for posts from customers wearing the clothes they purchased from you.
Not only will this help drive sales but it also shows potential customers that your product is being used and enjoyed in the real world.
Using UGC also builds trust with customers which can go a long way in encouraging long-term loyalty and sales.
By utilizing these strategies, you can increase click-throughs and conversions for your business – helping you to take your email marketing strategy to the next level.
Craft your emails with personalization in mind to foster loyalty
Email personalization is key to creating successful campaigns and increasing customer engagement.
With a better understanding of how to enhance and personalize your emails, you can develop .
By utilizing customer data such as demographics, interests, purchase history and behavior, you can create emails that are tailored to each individual’s needs.
You can also use automated sequences and recommendations to provide relevant content in an efficient manner.
And lastly, don’t forget to make use of UGC for your customers – it’s a great way to build trust and loyalty with them!
With these strategies in mind, you’re sure to see an increase in click-throughs and conversions from your email campaigns.