As consumers become pickier about offers, and competition gets fiercer every year, your arsenal of marketing strategies shrinks and forces you to start thinking outside the box. However there’s one tactic that — if done right — can be the key to your customers’ hearts, minds, and wallets.
Around 70% of marketers say personalization can have a significant impact on customer retention rates, lifetime customer value, customer advocacy rates, and average revenue per transaction. 91% of shoppers admit they would be likely to respond to a well-targeted, customized email offer.
Nevertheless gathering user data for targeting, personalizing and segmenting email marketing lists is getting harder and harder, as subscribers become more and more wary. 62% of global consumers worry about their personal data being used for more than marketing purposes.
This is where most marketers come to a stop.
Personalization vs. trust building
Personalization tactics can dramatically increase consumer trust. But distrust of brands prevents users from sharing their data, making it harder for marketers to match their offers to the specific needs and profiles of their customers.
So how can you increase brand trustworthiness, gather valuable user data, and do email personalization right — so it pays off?
Today’s infographic guides you through the do’s and don’ts of newsletter personalization.
Handy tips on effective personalization
Here are a few ideas to make it simple and make it right:
- Go beyond first name. Use your sign-up forms for more than just sign-up. Ask about geolocation, gender, business type, etc. and make use of this information in your campaigns.
- Use purchase history to forecast future orders. For consumable goods, the last order date can help you estimate the next purchase date. The most-recently purchased product category can tell you a lot about customer preferences and help you prepare a matching offer.
- Track user engagement. Open-and-click stats indicate the type of communication that’s interesting for your customer: sales offers, content, videos, coming events, etc.
- Don’t go overboard with volume. As with everything you do — respect and deliberation are essential. Excessive volume can be perceived as lack of consideration or negligence in tracking customer communications.
- Make messages more personal. If you’re personalizing with first name only — you may as well skip it. 70% of customers found this unappealingly superficial. To truly connect, go beyond the surface level.
- Don’t forget mobile users. These days, 40% of emails are opened on smartphones. Mobile-ready emails increase your open ratio and show you care about your subscribers.
We hope our infographic convinces you of the advantages of email personalization and helps you implement tactics to increase subscriber trust and engagement.
What are your strategies for delivering customized and highly targeted offers? Let us know in the comments below!