Maybe you’ve experienced this… You call a company’s customer service number hoping to resolve an annoying issue, and after countless dial-pad prompts, you hear:
“You have reached (company name). Your call is important to us. Please hold while we connect your call.”
Several hours later, you hear a beeping noise that gives you hope someone is about to pick up. Nope. It was the smoke alarm letting you know it’s time to change the batteries.
Several days pass, and you’ve become a carcass for passing vultures to feast on.
Well, if it does (maybe minus the whole carcass thing), then you’re not alone. And it goes to show you how important it is to treat your customers with care.
Communicating with your customers is the key to building your business, and this is especially important with email marketing. When you send an email out to your customers — one that’s generic and filled with garbled nonsense — you’re making your customers unhappy.
Here are some email personalization tips that will make sure your customers know damn well that you care about them.
1. Make It Personal
Take a look at your email spam folder, and tell me what you see. Probably a mountain of messages with subject lines that begin with, “Hello there” and “Greetings user.”
Touching stuff, right?
But I’ll let you in on a little secret: I hate those emails, and that’s why they’re in my spam folder.
And even less surprising — your customers hate that shit too!
So when you craft a subject line for an email, make sure that it appeals to your recipient so they’ll open it up.
Not sure how to do that? Here are a few simple email personalization tips:
- Don’t go overboard with lengthy subject lines. A lot of people open their emails via mobile phone, so you risk your subject line getting cut off if it’s too lengthy. (Try to keep yours under 50 characters or fewer.)
- Make sure to use your real name in your email address. Joe@yourcompany.com is simply more welcoming than firstname.lastname@example.org.
- Use their name in the subject line. By saying “Hi, Joe!” instead of “Hello there,” you are making the email more personal, showing you actually care about who they are.
2. Pay Attention to Their Needs
As a guy, if I subscribe to an email list for a clothing company, and they send me an email about their “Sassy Summer Dress Sale,” then I don’t feel too connected to the brand.
That’s why you should pay attention to your customers’ needs.
As I mentioned before, you can’t just send a one-size-fits-all email to all of your customers — you need to make them more personalized.
How can you accomplish this?
One way is to segment your email lists (either manually or with the help of a customer relationship management app).
Depending on what information you received from your customers when they subscribed to your email list, you can actually separate your email recipients into “segments” based on things like:
- Job Title
By doing this, you can send out multiple personalized emails, and more people on your list will receive the information that is relevant to them. Overall, email personalization is important because it shows your customers that they’re not just another name in your database.
Small personal touches like these may not seem like much, but they add up when it comes to building your brand. With more personalized emails, your customers can develop trust with your company, so they’ll want to buy from you over your competitors.
Not only that, but they’ll know you actually give a damn about them.