Personalization in Your Permission-Based Email
Email marketing is becoming ever the more popular with the price of everything from gas to postage going up. In order to balance budget and advertising, people are having to give and take more than ever. Using permission-based email as a marketing tool allows for a cost-effective, quick method of communication to a targeted audience. With this surge of the email marketing being used, it is even more critical to stand out and get your message out. One way to do this is by using the same type of personalization that is often used in direct mail.
Personalization in email should create the feel of a unique experience between the sender and the recipient. Due to the fact that email is a more intimate form of communication, it is critical that the reader feel unique and special. One efficient strategy is to mention in the email the customer's previous purchase or other information that you know about the customer's relationship with your product or service. For example, mention to the reader that you hope they were satisfied with the widget they purchased and that you wanted to let them know that you are having a sale on widgets starting next week. This gives the reader the feel that you are trying to help them.
Another key when using personalization in email is to build trust with the recipient of the email. Do not send unnecessary information and always send information that you promised to send. When sending regular emails, be consistent and informative. The idea is to create a relationship between recipient and sender that will help foster future open rates.
As with personalization in direct mail, it is essential not to overdo it. Because your emails are permission-based, the information you are sending should be expected and relevant to the reader. If you start sending over-personalized emails, the reader may be turned off and will unsubscribe. With email marketing, it is important to balance personalization with respect and concern for the reader.