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19.May.2016 Krithika Siddharth - Email Personalization
Email marketing is the most cost efficient way to market your product to targeted customers . But, have you ever wondered why your eCommerce emails have poor returns? Why the open rates and CTRs are extremely low, even if your mailing list is filled with users who have signed up to receive your updates? It’s because you don’t personalize the emails you send to your subscribers. And by personalization, we don’t mean to add their names to each email – it’s so much more.
A personalized email marketing campaign canhelp you get 6x times higher transaction and the shocking truth is that 70% of the brands fail to make use of it. What the brands don’t realize is that by failing to personalize,they are making the three fatal mistakes:
This is where personalization comes in, to help start building good relationships with your users by sending valuable user-specific emails that speak to them.
When we are on a mission to start personalizing, we start looking at data to understand our customers. Your journey to a more refined email marketing begins then. The data will give you all the information needed to captivate user’s interest, resulting in a higher OR and CTR.
The perfect personalized email will have the right subject line, the correct way to address users, great relevant content and the perfect CTA. This helps in attracting the user and converting them into visitors.
Let’s consider a scenario where you send an email to an 18 year old girl about the latest offers on PS4 games? You think she is ever going to click on it. NO!
If the same email is targeted to boys/men aged between 18 – 35 years, you are sure to get some clicks. This is only a 10% of personalization, with sophisticated tools you can host targeted campaigns to customers who will be willing to convert.
Its time to bid goodbye to those non targeted mailers that you blindly shoot out at people. Start segregating your users based on their age and interest to send out personalized content. Adding value with added content like their favorite products or useful tips, will give the necessary brownie points that make them convert.
Plenty of marketers think that when they send numerous emails, they can win their competitors and get maximum visibility from users. This is a really wrong notion as it irritates users and makes them unsubscribe. It’s like losing a customer, forever. It costs ten times more to acquire a new customer compared to retaining one.
The best way to get maximum visibility is by finding the right time to send emails to get the maximum open rate. It’s one of the most important parts about personalization, you get to know more about your users and when they prefer to use your eCommercewebsite.
So remember, no good comes from sending 10 different mails to users or targeting them at midnight. It’s best to be armed with the right information that helps you build a good relationship with your customers.
“Nearly $4 trillion worth of products are abandoned annually by online shopping carts.”
Being an eCommerce site owner, these kind of losses are personally hard as we have spent tons of time and money in getting those customers to our eCommerce store. After all the hard work, they leave empty-handed.
“63 percent of that could be recovered from being a savvy online retailers!” How? Personalized emails, of course.
By regularly following up with these users and giving them the right incentive, you can bring them back to the website and get them to complete the transaction.
It’s all about crafting the right email that targets people with the right incentive. For example, if a user abandons a shopping cart when they see the shipping costs, we can send them a ‘free shipping for orders above $50’ coupon.
Your analytics tool is the great place where you can find information regarding user activity. This reduces the need to send multiple emails and get the user’s attention with personalized messages that gives them the right content or incentive targeted to make them transact.
It’s amazing what some level of research can reveal about your users and how they perceive your eCommerce site and product. Accepted, it’s not an easy task to dig through array of data that doesn’t always make any sense to most of us. That’s why we have the perfect tool, to simplify all your personalization need.
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Senior Ecommerce Strategist9 Years of Experience Working with Multiple Brands
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