While email is still one of the most effective ways to market to your customers, most people have learned to tune out messages that aren’t relevant to them. That’s why it’s essential for brands to take on a more personal approach to email marketing. Ditch the old “batch and blast” strategy and treat your subscribers like the unique individuals they are.
How to Make Email Marketing Personal
Personalizing your emails is more than just putting your subscribers name in the subject line. Several components come into play when it comes to sending promotional emails that generate high engagement and conversion. Here are some examples:
1. Product Personalization
Personalize each email’s product offerings depending on what users viewed on your site. If someone subscribes to your list and then explores a particular product section on your website, reconnect with them by sending information about the specific items that they viewed. That’s exactly what Jessica Alba’s The Honest Company did. The online retailer used Retention Science’s platform to analyze online behavioral data and customize each message sent out. For example, if the user checked out The Honest Company’s bath and body section, then they might get a message containing images of shampoo or body wash. On the other hand, if a shopper clicked on cleaning products, then they might receive an email featuring soaps or detergents.
This resulted in a 100% increase in conversion rates and a 15% lift in average order value.
2. Timing Optimization
As each customer reads their email at different points in the day and week, paying attention to their timing patterns allows you to engage with them at the most optimal time. Doing so can increase your open rates, site activity and conversions. Chrome Industries, a company that sells urban-inspired apparel, bags, and footwear, used Retention Science to personalize the timing of their messages. Retention Science’s platform analyzed the time of day each customer browsed Chrome’s website as well as when they made previous purchases. Using this data, the company divided its subscribers into three groups (Morning, Afternoon, and Evening) then tailored the timing of its emails accordingly. As a result, Chrome Industries’ open rates increased by 500% and its on-site activity more than doubled. In addition, the company saw a 78% rise in revenue thanks to optimizing the timing of its messages.
3. Dynamic Offers
Each customer is motivated differently by discounts and offers. While one customer may prefer to get a free shipping coupon, another would rather go for the 20% off deal. Optimizing your promotions based on each shopper’s preferences will not only boost your conversions, it’ll also help you widen your profit margins. Take BikeBerry.com as an example. The bicycle store observed that its deals weren’t performing as well as expected. To address this, the company worked with Retention Science and leveraged Probability to Purchase models, on-site behavioral data, and profile matching to determine the lowest discount necessary to convert every customer.
BikeBerry.com then ran a campaign with 5 different offers tailored to each individual. Customers received one of the following offers in their inbox: Free Shipping, 5% off, 10% off, 15% off, and $30 off new products. As a result BikeBerry.com’s sales rose by 133% and the company was able to widen its profit margins by sending each customer the optimal discount code.
The Efficiency of Automation
Personalization is easier said than done. While there are simple steps that you can implement to increase relevancy (such as conducting surveys or giving users the ability to customize their email and account settings), launching truly personalized campaigns requires a lot of data and deep insights about each user’s behavior, demographic information, and preferences.
And since it’s impossible for you to manually analyze every customer, the best thing you can do for your email marketing campaigns is to automate data collection so you can focus on providing value and engaging users. By doing so, you’ll not only increase your results, but you’ll get there faster.
To more about how Retention Science can use data-driven insights to predict customer behavior and automate targeted marketing campaigns for your business, please contact us.