“You’ve got a mail” is one of those delightful phrases which users find it hard to ignore. This is the reason why email marketing is still an effective marketing tool. It is especially vital for small businesses that are keen to get more sales but have limited marketing budget. Not only is the tactic quite easy to use but is also one of the most cost-effective marketing methods. It is also quite effectual when it comes to enabling the small business owners to stay connected with their clientele.
Another vital reason why email marketing can be nominated as a valuable method is because it is quite easy for marketers to personalize the emails. Furthermore, by using simple tools such campaign can be effortlessly integrated into a successful promotional drive. However, the key factor is personalization.
What do you mean by personalised Email Marketing?
In the context of an email campaign, it involves targeting specific subscribers with customized emails. The term has a broader meaning and can vary in sophistication. Mostly it includes inserting the receiver’s name in the subject line. On a more advanced level, it may include changing the content of the email based on various factors. Properly applying the attributes like gender and location in communication are usually the most commonly used techniques.
Companies which carry out e-mail campaigns that lack the vital aspect of personalization can miss out on a considerable number of new or repeat customers. It’s because the emails that are personalized have been known to improve the click-through rates as they appear much more relevant. Moreover, using it smartly can be an ideal way to garner engagement.
How to initiate a personalised email marketing campaign?
Manually typing out a mail for each individual may not be a practical thing to do. Therefore, one of the ideal ways to build a personalized email marketing campaign is by using email marketing software (EMS).
What is an EMS?
An email marketing software is any tool that automates the process of sending emails on a larger scale. It provides the users with templates where unique information like the name and telephone number of the receiver can be defined as a tag. The information in these tags can be added later. The tool also provides various drag-and-drop options to create attractive templates on the go, which otherwise would consume much time and effort.
There are various such tools available online. Most of the tools are available as Freemium versions, where it is free if you want to use it to send emails for a specified number of users; beyond which it is available on a paid subscription basis. The subscription packages may vary based on the number of users the company wishes to send the emails to, as well as the duration of usage.
How can marketers use these tools to conceive email marketing campaigns?
An EMS can offer several features that include different types of designs for the template, merge tags, and simple saving options for emails. For instance, the software can be used to create a splendid looking template. The campaign manager can then have the first and last name of the receiver tagged as <First name> and <Last Name> on it. Subsequently, a database file containing the list of receivers’ names can be uploaded into the EMS and integrated with the template. These names would have been captured using a lead generation tool. The subscribers will receive a mail with their first and last names mentioned in the subject line as well as in the body of the mail. Thus, every email being sent can be personalized with minimum effort.
How does it boost sales?
According to a recent study by VentureBeat, email has the highest ROI of all the marketing channels available. Furthermore, emails with personalized subject lines are 26% more likely to be opened than those without. Going by these statistics, when receivers find the personalised email in their inbox, they are more likely to open and read it. When such emails comprise of effective sales pitch that can entice the receiver to subscribe to the offerings, conversation levels are bound to go up. On the other hand, if the company is focusing on lead generation, then it can provide the link in the email that can direct users to fill up subscription forms. Tools like email trackers can be effectively used to track the success of such lead generation campaigns. These qualified leads can then be processed by sales personnel and driven down the sales funnel to be converted into satisfied customers. Thus, personalization of emails can go a long way in boosting sales and maximizing the ROI.
- Email marketing is an effective marketing tool. Over the years, it has been known to deliver the best ROI when compared to other marketing channels.
- Companies conducting e-mail campaigns that lack the vital aspect of personalization can miss out on vital outcomes like engagement and conversions.