In 2017, 3.7 billion people worldwide — half the world’s population — used email. By 2021, it’s expected to be 4.1 billion, with more users and each user having multiple email accounts. (Radicati)
Bottom line, getting email right is key to better marketing results.
There’s just one problem: With every business in every industry trying sending emails, it’s getting harder to stand out. In 2017, the average results for email campaigns across all industries were:
- Open rate: 24.79%
- Average click-through rate: 4.19%
- Click-to-open rate: 11.88% (SmartInsights)
And while these numbers may look good, to raise profits and engagement, they need to be improved.
Where should you start?
Personalization Improves Results Across the Board
According to a report by Accenture, 3 out of 4 consumers prefer to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. Source
Segmented email campaigns get 14.31% more opens and 100.95% more clicks than non-segmented campaigns. (Mailchimp)
51% of marketers consider email list segmentation to be the most effective personalization tactic for effective email marketing. (Ascend2)
Personalized subject lines lift open rates by 29.3%. (MarketingSherpa)
94% of customer insights and marketing professionals in multiple industries reported that personalization is important for meeting their marketing objectives.
Personalization is a small tweak to your email strategy that can make a big difference in your results. So why aren’t more businesses personalizing their email (and websites too)?
It’s not as easy as it sounds.
The Modern-Day Struggle of Email Personalization
How to Personalize Your Email Campaigns
I get it…
The question isn’t whether you should personalize your emails. It’s how.
For 66% of marketers, one of the big struggles with personalization is securing internal resources to execute personalized marketing programs. And for solopreneurs and small businesses, I think it’s even more of a struggle. Simply affording smart technology is a challenge.
Even so, we need to do what we can to make our emails more personal and engaging.
Most email services have the functionality to personalize emails. You may not be able to automate product recommendations like Amazon, but you can use basic personalization techniques that make your subscribers feel like you know them are care about their situation.
To start, use these personalization best-practice tips from Autopilot.
- Use real first names. If you don’t have someone’s first name, you probably shouldn’t be emailing them.
- Limit each email to two to three personalizations. You don’t want to seem creepy to your contacts.
- Go beyond “first name” personalization. Personalize email content based on the users’ history or behavior. How would you talk differentially to a trialist who is active in your SaaS product, than one who has never logged in.
- Personalize the subject line. Experian’s research showed personalized subject lines delivered 26% higher unique open rates overall.
- Personalize the from address. Addressing an email from a lead owner, account owner, customer success manager, community manager, or CEO adds a personal touch and drives higher open and response rates.
I use ConvertKit to personalize my emails. It allows me to segment users and create highly relevant messages. If your current email solution doesn’t have enough functionality, try ConvertKit.
What’s your struggle with personalization? Which are your favorite tools and resources?