How Personalization and Automation Can Supercharge Email Conversions

What is the definition of email personalization?

Email personalisation is a marketing strategy that involves using consumer data to deliver better tailored emails based on information about your subscribers. Personalization refers to tailoring material to your subscribers’ specific characteristics, such as their name, gender, location, birthday, interests, recent purchases, and so on.

People are bombarded with marketing communications these days, but individualized messages are far more effective at attracting client attention. Personalized emails, according to studies, have 2.5 times higher click-through rates and are 6 times more likely to result in a conversion. Furthermore, 73 percent of customers say they want to conduct business with companies that use personal information to make their experiences more relevant.

Emails with tailored subject lines are 26 percent more likely to be opened, and segmented campaigns have resulted in a 760 percent increase in email income.

It’s never been easier to provide members with the level of customisation they desire. Simply add the fields you require to your opt-in forms to aid in the collection of essential data. Then you use that information to construct customization tags and custom fields that let you to change the “From” name, subject lines, and content (including copy, images, sections of content, and more). Data from third-party connectors, such as your CRM platform or e-commerce provider, can also be used.

What is marketing automation, and how does it work?

Marketing automation is when software, behind the scenes, distributes messages to your customers and prospects depending on rules you set.

When a subscriber satisfies a pre-defined trigger, automated emails are sent out. Let’s have a look at how this works in more detail.

What methods do you use to automate email campaigns?

  1. Select a Trigger

To get started with marketing automation, choose a trigger that will deliver a personalized message to that subscriber automatically.

Triggers can be based on acquired data or on the actions of customers. A trigger could be anything from a subscriber joining a specific list to a subscriber entering a segment to a subscriber exiting a segment, a specific date, an anniversary, and so on.

After you’ve chosen a trigger and a customer makes that action, Campaign Monitor will send the email associated with that trigger automatically. When a subscriber joins a list for the first time, for example, this is a standard trigger used by most businesses. Most businesses will send a welcome email in this circumstance.

Nissan is another excellent example of a corporation that sends an automated message in response to a specific trigger. Nissan knows when a car needs to be serviced and utilizes those dates as triggers to give consumers email reminders and service discount offers.

  1. Establish ground rules

You can build up customized rules that will automatically send a message to certain consumers based on their activity in addition to sending automated messages using triggers.

Sephora, for example, employs VIP status as a trigger. Sephora will automatically email VIP customers exclusive offers after they have achieved VIP level. It also creates guidelines that deliver customers a more personalized offer based on how much they spend. If a customer spends more than $200, they will receive an email with a unique VIP discount code, as illustrated below.

If a customer spends less than $200, Sephora will automatically give them an offer to try new skincare products.

  1. Develop content

All that’s left is to fine-tune and tie your content to your triggers and rules once they’ve been set. The best thing about marketing automation is that it only needs to be done once. Basically, you “set it and forget it.”

You can feel confident that your consumers are getting the stuff they need, right when they need it, by pre-determining triggers and rules and matching them with the appropriate email messages.

Marketing automation also helps you enhance your targeting and improve client experience by decreasing repetitive processes and human error.

What are the benefits of personalisation and automation in terms of conversions?

Now that you know a little more about personalisation and automation, you might be asking how they actually generate revenue. Here are some examples of how automation and personalisation boost profits.

  1. Customers get what they want with automation.

The highest conversion rate of any sort of marketing is email marketing. In fact, the average return on investment (ROI) for email marketing is $38 for every $1 spent. This type of return on investment, however, is only achievable if clients want to hear from you.

Without automation, this is a particularly difficult task for a large organization that produces a variety of material, such as BuzzFeed. To persuade your subscribers to pay attention, you must first figure out what they want and then provide it. Consider how much time it would take BuzzFeed to send each client an email from each of their 23 distinct lists by hand, rather than using data, customization, and automation to send relevant messages.

Even if your firm hasn’t yet scaled to the level of BuzzFeed, you’re in the same boat. You risk lower engagement and revenue if you send the wrong email messages at the wrong times.

With marketing automation, you may use tried-and-true approaches based on data and customer activities to provide subscribers exactly what they want while achieving greater success.

  1. A higher level of relevancy leads to more sales.

You can send tailored emails based on triggers with marketing automation. You can also hyper-target the messages you send using the rules you specify. And you can also personalize each of these messages. It also pays off. According to Venture Beat, personalisation strategies have increased the efficacy of 70 percent to 94 percent of marketers.

Your prospects of increasing sales are better if your emails are more relevant.

  1. Personalization gives customers a sense of exclusivity.

73% of customers prefer to do business with firms that personalize. 86% of customers say personalisation influences their purchasing decisions.

Despite having compelling information at their disposal, 70% of firms fail to personalize. Consumers pay more money with brands that personalize email marketing communications, so this is perplexing.

Automation and personalisation are crucial when it comes to increasing conversions through email marketing.

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