- How many times have you opened a promotional email, perhaps from your favourite retailer, only to find it boring enough to delete instantly?
- How often have you deleted an email immediately because the subject line didn’t spark your interest?
- How many email lists have you unsubscribed from, because the emails were disappointingly irrelevant, time after time?
If you can relate to any of the above, you’re not alone. After “too many emails”, “irrelevant emails” are the second biggest cause of unsubscribes, as customers opt to receive no emails at all – reducing open and click-through rates as well as causing long term brand damage.
If you can relate to any of the above AND you’re an email marketer, you also know that your own customers probably feel the same way, perhaps about your email campaigns.
As open rates hover between 20% and 35%, it’s likely that up to 80% of your customers simply aren’t interested in your emails. It’s worse for click-through rates: often, over 95% of people who look at your email aren’t engaged enough with your content to click-through and find out more.
Most marketers are already employing techniques to solidify and build upon their email marketing strategy. Segmentation - where a list of subscribers is divided into groups based on demographics, preferences or purchase data – is commonly used, whilst in many cases, the use of personalisation hasn’t really advanced much beyond using a customer’s name in a subject line.
But to drive a step-change in performance, marketers need to be thinking bigger. Or rather, smaller.
True email personalisation gives marketers the ability to reach out to each individual customer with a personal, relevant message – based on their unique interests, behaviour and preferences.
By understanding, learning and predicting each customer’s interests through their behaviour on your website, static emails can become more dynamic and engaging. Each subscriber receives an email that is tailored for them.
And it’s much more than just using the customer’s name. Every element can be adapted based on anything you might know about a customer – including subject lines, text and copy, images, offers, and product recommendations.
As the message is more relevant, customers are more likely to open, click, and ultimately purchase. On average, personalised emails drive a 14% increase in click-through rate, and 10% increase in purchase conversion rate - generating revenue and driving results.
Take a look through the slides below to learn how true 1-to-1 email professionalization helps you increase conversions, revenue and loyalty. James Doman
