Email Marketing - Personalize Your Automated Email for More Clicks and Better Conversion
As with any marketing strategy, you need to keep track of your email marketing efforts: Is your email strategy effective? How many of your subscribers actually open your emails?
These are questions you should pay attention to. While email marketing is a very effective marketing strategy, if most of your subscribers aren’t opening your emails or reading the content you’re providing, it’s a waste of time and effort.
According to Jermaine Griggs (hearandplay.com), in a webinar he presented through SherpaMarketing, personalized automated emails based on triggers are 43% effective. That’s a BIG percentage.
So, how do you personalize your emails in order to give them a boost and 'up' their effectiveness?
The answer: Through data collection.
Collecting all sorts of user data, such as demographic, behavioral, and even psychographic is the key to creating personalized emails.
Well, there is a bit more. Along with collecting that data, you need to use it to send targeted content and offers to specific subscribers. If warranted, you subscriber list should be segmented.
According to Griggs, it’s all about using “data to segment prospects and customers to deliver personal experiences a human could never manage.” In other words, “It’s all about data collection and using that data strategically.”
Collect and analyze data to use for personalization. This is considered ‘message to market match.’
While you do want to collect different bits of data on your subscribers to enhance your email marketing efforts, your initial intent is to get the visitor to sign up to your list. To get that initial sign up, be sure to keep it simple. If the visitor has to jump through hoops, he’s likely to move on without saying YES. But, once he’s on board, then, through various offers and invitations, you can build on that initial YES.
A simple method of beginning a segmentation process is to offer a particular option or offer. As an example, suppose you’re a ghostwriter and editor. You specialize in three areas: children’s stories, business content, and health content. To find out which categories each subscriber falls into you can ask questions and /or make offers. The responses will add another layer of detail to the subscribers.
In an initial email, you might offer a free critique of the first page of a children’s manuscript. Those who take you up on your offer will fall into the children’s writer category. You will follow the same process to construct a segmented subscriber list that you can send personalized emails to.
This process will enable you to send segmented follow-up emails to your users, rather than the one-email-fits-all type. One email response can easily trigger another targeted offer or information. And, each response or action taken by the subscriber can be added to his profile – this targeted information will allow for more dynamic follow-ups.
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