Consumers today are mostly interested in personalized experiences. Anything less and they’ll ignore you.
That goes for their email interactions, too.
So if you’re already on a “Hi, [First Name]” basis with your email subscribers, that’s a great start.
But this is good to know: Email personalization is far more than addressing a person by their first name in a greeting or even sending messages about stuff you know they’ll respond to.
In this case, “personalized” also means “customized.” Tailored for specific audiences and addressing individualized behavior.
Savvy marketers add a personal touch to automated email campaigns with first names, sure. But they also use email personalization to:
According to our marketing partner HubSpot, “Creating personalized experiences throughout the buyer’s journey is what will turn leads into customers and customers into loyal brand advocates.” This is why email personalization is so important for your marketing to be a success.
This research illustrates the impact of personalization on consumer behavior:
In addition to making sure you’re greeting all of your email subscribers by their first names, you can tailor each customer’s experience using smart content in HubSpot.
Smart content is dynamic. It can adapt and change based on an audience member’s past behavior, specific interests, and other factors such as demographics and language, where the person is located, and the device they’re using.
Smart content is very powerful for marketers because it can create a customized experience for a specific customer at the moment they’re interacting with it.
To create personalized experiences for each of your contacts right inside your email content, start with using smart content modules to display different versions of your content based on viewer category. You can create smart content rules to optimize your content based on specific information, such as:
You can apply smart content rules to specific parts of your emails by:
Make sure to track the results of your email campaigns so you can adjust your smart content rules accordingly.
When you’re ready to send more personalized emails to your customers, connect with 11outof11. Request a complimentary call with an 11outof11 expert. Contact Us To Learn More