When you want to increase open and click-through rates for your email marketing campaigns, get personal.
Knowing how to personalize emails not only gives your customers the content they care about, but it’s also a proven way to boost your campaign stats while improving your customer experience at the same time:
It’s important to collect from your customers and prospects enough of the kind of data that can help you create dynamic or adaptive content for your emails. Some call it smart content, and it is capable of zeroing in on each of your recipients based on their personal demographics, behavior, engagement, history of purchases, and other information to inspire action.
Using smart content, you can:
If you use HubSpot, you can easily personalize your emails by creating smart rules for smart content. Customize for each of your email contacts based on data from the following:
Once you create smart rules, you can easily apply them to your marketing email content. Here are three examples.
Smart subject lines take personalization to the next level. They help you target content based on two different types of data: contacts that belong to a lifecycle stage and members of a certain list. This allows you to custom-create different subject lines for each of the two groups, which will likely grab their attention on their own terms and get them to open your email faster.
Dynamic CTAs can be tailored to contacts from different lifecycle stages, lists, device types, countries, preferred languages, or referral sources. Adding dynamic CTAs to your emails adds contextual offers that make each contact’s progress through the buyer’s journey more relevant.
Apply smart rules to email text and focus on contacts based on their list membership or lifecycle stage. This allows you to use different content for different types of people.
With so many possibilities for personalizing your emails with smart content, be sure to envision each buyer’s journey before you start creating your email campaigns. Then, monitor the results and optimize your smart content as needed. You’ll find that you’re able to provide the most personal experience possible for each of your customers.
When you’re ready to personalize your marketing emails with data for smart content, connect with 11outof11. Request a complimentary call with an 11outof11 expert. Contact us to learn more.