3 Practical Ways to Personalise Your Automated Campaign

shutterstock_124302109If there’s one thing growing businesses urgently need, it’s time. You are expanding fast, the old way of following up with leads manually is simply not feasible. So when you find a tool that helps you work more efficiently, become more productive, saves you time and makes you money, you jump for it.

One such tool is marketing automation. It allows you  to reach your audience more effectively, without you having to send the same email over and over again.

But isn’t marketing all about building relationships with your customers? Yes, yes it is. Doesn’t running an automated campaign make your marketing less personal and more generic? Not at all!

In fact, automated marketing allows for a great deal of personalizations. Here are 3 practical ways you can personalize your automated campaigns and win more customers. But first…

Why does personalizations matter?

To put it bluntly, when it comes to marketing, one size doesn’t fit all. In fact you are more likely to alienate customers and make them feel like your brand is not right for them, by sending them generic emails.

On the other hand, emails with personalized subject lines are 26% more likely to be opened and businesses have found a 760% increase in email revenue from segmented campaigns. So, tailoring your messages and sending the right content to the right prospects is essential.

Simply put, a generic email to ‘Dear Sir/Madam’ is a recipe for disaster, and to help you avoid said disaster, here are 3 amazing ways you can make your automated campaigns more personal, more targeted and ultimately more profitable.

Segment your list

Categorizing your contacts based on the type of information you would be sending them is the first and probably most important step to offering them a personalized and targeted experience.

Studies show time and time again that segmented emails result in better ( up to 50% more) click throughs than an all-in email blast. The way you segment your customers would be entirely up to you. Whether it’s by their age or by their gender, location, occupation, products they are interested in or any other category.

Using InTouch you can easily segment customers into groups, move them automatically from one group to another (from warm leads to hot leads for instance) and send each group of customers content that is specifically targeted for them.

Once you have started to send out your communications, InTouch users can take it all a step further as the email stats that come back will open more doors to you: from grouping people who have opened the emails to people who have clicked on particular links. Find out more about segmenting within InTouch here.

Personalize your subject line

As the above example states, personalized subject lines are 26% more likely to be opened and getting your emails opened is half the battle. After all, what’s the point in crafting beautiful email campaigns if nobody is going to see them!

There are different ways you can your subject lines the easiest one of which is by using the user’s first name. You can easily do that on InTouch by using the %FirstName% tag.

If your automated campaign is being segmented based on the recipient’s location, add a personal touch to your subject line by saying something like “Great News for our London customers.” Including this small detail will add a touch of relevance to your email that it may have lacked before.

Read more about subject lines here.

Anniversary Emails

Acknowledging the anniversary of when a customer joined you is a particularly useful tactic that tends to have amazing transaction rates.

It is personal, it is relevant, and it is impossible to take advantage of it without automation. You can’t possibly keep track of the date each customer bought from you, but your follow up emails can remember for you. Reward your customers for their loyalty with a coupon, a discount code or even just a message that feels personal.

Similarly, if you have the client’s date of birth, you can actually send them a Happy Birthday message with a personalized offer.

InTouch users can take this tactic even further by having the option to send a personalized SMS as part of a date-based automated campaign.

As you can see making your automated campaigns just a bit more personal is so easy, yet these small changes are bound to bring you considerable (and measurable results). From better open and click-through rates to actual sales and loyal customers, it’s easy to achieve these results by making your messages more personal.

And don’t just think of personalization in a transactional way, think about it as a win-win situation. You deliver to customers and prospects relevant content to make their lives easier, which in turn, boosts email engagement with your brand. In fact, we’ve seen a 300% increase in conversion rates and 60% increase in click through rates of personalized emails for our own clients (other InTouch users just like yourself!).

So don’t waste your time sending bland impersonal emails, personalize your automated campaign today and get the results that will help you grow your business.

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  1. Thank you for sending me a personalised email inviting me to read this article. Helping buyers to buy, by providing relevant and personalised emails as part of educational marketing, is a powerful technique. Thanks for all the tips you are providing here.

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