The 5 benefits of email personalisation
Email personalisation is one of the most effective marketing tools. It has been proven to increase open rates and drive revenue by as much as 760% because it helps marketers give subscribers more relevant, individualised content...
December 17, 2020

In this day and age where technology is seemingly evolving rapidly, we may feel that there is a lack of human touch in pretty much anything. Despite AI becoming more efficient and smarter, many of us still crave for that real human interaction. The same could apply to marketing as well! More specifically, email marketing. That’s right, a little personalisation in your emails will benefit your business. Doesn’t matter whether it’s through sharing personal stories or informal yet friendly messages, email personalisation can go a long way to help your business grow and prosper, and here’s why:

1) Higher open rates

Email personalisation has proven to increase your open and click-through rates. Studies have shown that emails with personalised subject lines are 26% more likely to be opened than those without. The reason? People like to be addressed by their name rather than just sir or madam. It shows that at the very least, you know them by their name and not just their gender. It shows as if you are a friend sending them an email instead of a business that only wants profits.

2) Encourage personal data sharing

According to a study, 83% of consumers are willing to share their personal data with businesses in exchange for better customer experience. In return, businesses must also be transparent about how they collect and use the data. For privacy reasons, you should use that data solely to tailor your services to your customers’ needs. From their age, gender, type of newsletter they are subscribed to, you can easily gather information about the customer and send exciting updates to them. But remember, try not to ask personal questions that might be uncomfortable for them.

3) Create relevant content to them

By knowing the spending habits of your customer and the history of their purchase, you can narrow down what type of email content that is relevant to them and what excites them. One of the biggest reasons why people unsubscribe to newsletters is that the emails they received aren’t particularly relevant to them. The “what’s in it for me?” mentality is always present on customers’ minds when they are making a buying decision. So, by tailoring specific products and updates relevant to them, you can reduce the chances of people unsubscribing while boosting the number of sales. After all, if they see something that piques their interest, they are gonna click the little link to your website without giving much thought, and if they like what they see, they will 100% buy it!

4) Higher engagement rates

74% of marketers said that targeted messages and personalisation in emails improve customer engagement rates. From subject lines that catch our attention to email designs that appeal to our eyes, every little detail matters. Email personalisation’s main strength is to create an individualised experience for the recipient to achieve maximum engagement by introducing relevant products or information. When done correctly, readers would be looking forward to your next email rather than ignoring it, or worse, dumping it in the spam folder.

5) Little operation cost

Marketing communications can be tedious and costly. You can only put a limited amount of words in your message without it being too overwhelming. It also can be time-consuming to craft the right message to your audience only to have it fall short. That’s a huge risk! However, personalised emails are different. Just by paying a small fee to set up automated email campaigns, you can save a lot of time and effort. Furthermore, email personalisation allows you to collect customer data and separate them into groups. From there, you can easily find out their buying habits and showcase the relevant products that might be of their interest.

Email personalisation can bring great benefits to your business, we know this because that is the essence of our formula in writing newsletters! If you wish to know more about email personalisation and how it can impact your business, book a free 1-to-1 consultation call with our lead Marketing Specialist now!

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This article was contributed by Nelson Hon Zi Ming.

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