How to Increase ROI with Email Marketing Personalization

If your business is already doing different types of marketing online and you’re

looking for the best way to increase your ROI from these channels, personalization

may be the answer. Why can personalization be such a powerful tool for online

marketing? Fully answering that question requires first looking at online behavior.

Not only are people constantly bombarded with all kinds of information whenever

they’re online, but individuals are also splitting the time they spend online between

multiple devices. As a result, attention spans are getting shorter, which makes it

harder for marketing initiatives to stand out. The good news is there’s a way to cut

through all the noise. In fact, that’s exactly where personalization comes into the

picture.

What Personalization Means in Regards to Email Marketing

Since email marketing is our area of expertise, we want to focus on the types of

personalization that work through this channel. Then once you implement this

advice, you can take it and apply the same principles to other online marketing

channels. When people think of email marketing personalization, using someone’s

name is often the first thing that comes to mind. While there’s definitely value in

using a person’s actual name whenever you email them, that’s just the tip of the

personalization iceberg.

Significantly boosting engagement and other metrics via email marketing

personalization is all about sending people what they want, when they want it. For

most businesses, that means understanding that not every customer is interested in

the same things. This is where segmenting comes into the picture.

The simplest example of segmenting is a retailer that sells different products for

men and women. In this example, personalization can be as simple as segmenting

between the two genders. This will prevent men from receiving emails about

women’s products they don’t care about and vice-versa.

Getting Deeper Into Personalization

Once a business begins to use a technique like segmentation, they can continue into

more sophisticated forms of personalization. Continuing with the example of a

retailer, it may become clear that some subscribers to the email list enjoy receiving

frequent emails about sales and other promotions, while others prefer to interact

with less frequent emails.

By using personalization based around behavior, it’s possible to ensure that

communication across a group of customers is done at a rate which is ideal for each

individual. That type of approach will deliver a stronger ROI than trying to fit every

single person into a single pattern.

Additionally, prospects and customers may have different consumption habits. What

you ideally send to people who like to quickly run through all their emails on their

phone is going to be different than individuals who may check their email less often

but prefer to thoughtfully do so on a tablet or computer.

Published By:

John Brogan

CEO at Global IntelliSystems

Email: jbrogan@gliq.com

Phone: (800)707-7074