Personalisation matters in any context, who doesn’t love being fussed over however personalisation in emails can work differently but it is so important.
How many emails have you received that took you for the wrong segment of the population. Or misjudged your gender or, the worst possible offence, spelled your name wrong?
Few things put leads off more than being misidentified for who they are. That’s why personalisation has consistently been the top concern when it comes to Email Marketing. Few things bring you closer to the customer than showing them you know all about them. In of course a totally GDPR compliant, non-creepy way.
Personalisation Vs Customisation
But knowing is not enough: you also need to show them you care about them and what they have to offer. Offer your customers a preference centre, so that when they sign up to your department store’s newsletter they don’t get ads for dog food if they (sadly) are not dog owners. Or maybe create a recommendation engine that will generate more business and income as well as leads. Take a look at our Just Eat case study to know more about this specific product.
Use Your CRM
Personalisation drives revenue, generates conversions and maximises loyalty from your customers and leads. From the more general approach of seasonal campaigns, such as Christmas, give that bit of added value in the shape of a Christmas discount based on the last purchase value or that year’s amount of orders. Don’t fret if your data is not top-notch-state-of-the-art fancy: whether it is through profile attributes or by creating a specific segment off your CRM data, it’s all about tapping what you have to make the most out of it.
Come up with different campaigns and ideas depending on the customer’s sign-up entry point: did they arrive to you from a landing page? From that refer-a-friend offer you ran last month? Social media? Organic search? Make sure your dynamic content adapts to their different lead lifecycles, their browsing record or their type of device.
Live Weather Block
The upcoming new SFMC release also brings the much-awaited Live Weather Block. It allows allows of weather-dependent goods or services (airlines or ski gear manufacturers) to target certain audiences on the fly according to the temperature in their subscribers’ localisations. Read more about the release in our previous blog post.
I feel seen
Birthday campaigns are a matter-of-fact email campaign that all customers expect. What they need now is a reminder letting them know their credit card is about to expire. Or that they will probably soon need another printer cartridge. The difference between making them feel special to making them feel unique. There is a fine line between them both.