Workers spend more than six hours of every work day checking and responding to emails. Let that sink in for a minute or two.
Now look at your email marketing campaign. Can it stand out among the barrage of daily emails almost every employee receives? To command the attention your campaign deserves, you must show leads and clients respect.
And the best way to do that is by personalizing your email messages and proving that you’re listening to them.
This task is fairly easy if you’re collecting the right data, but email personalization is still possible even if you lack a data collection system.
But the key to email personalization is starting a conversation with your leads and clients. That can be a challenge for any B2B marketer.
Below are seven tips on how to get the conversation started with your leads and clients, instead of just talking to a wall:
- Show your appreciation
Have you ever associated Maya Angelou with marketing? Likely not, but she has one quote that defines our entire industry: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
You can see this tactic in action with brands that trigger emails on account anniversaries, such as JetBlue does. Even though this is an entirely automated message, it’s incredibly successful, as it isn’t a message that the reader knows everyone else got that day. It’s just for them.
- Keep it simple
This is a low-tech tip, but it’s a critical one: Everyone has a busy day, so keep it simple. This works incredibly well for consumer brands, who know that many of their leads are reading their emails at work - which is exactly why it also works well for B2B brands.
Even though you’re talking about more complicated products and services than sweaters or vacations, make sure your emails are easily digestible and skimmable.
- Create targeted customer personas
By creating targeted customer personas or general descriptions that fit a significant percentage of your audience, you make it easier to personalize emails at scale.
For example, if you know your brand appeals to middle aged marketing executives of medium-sized companies, fintech startup founders, and divorce lawyers, make sure those (very!) different groups don’t get the same emails.
- Capitalize on key dates and regional trends
Not every community has the same experiences each month, which means not every business has the same needs each month. So take a closer look at geographic regions you focus your business on, and see if there are trends you can build on.
For example, if you serve markets in Asia, it’s more important that you mention Singles Day (the largest shopping day of the year!) than Cyber Monday, and you probably do the same with Black Friday in the USA, which is a popular trend there.
- Set up behavioral triggers
This tip is especially helpful if you have a freemium service, and can definitely include setting up triggers for a lack of activity. Has a user contacted support more than twice?
Think about triggering an email from Customer Support offering a training call. Haven’t had a user log in for over a week or two? Ping them with updates about the product and a tutorial.
- Personalize yourself as well!
It can mean a lot to assign a face and name to a message. For customers, it makes them feel that they’re talking to a person, not a computer.
It also adds a feeling of integrity, as there’s now a specific person they can contact if they’re confused about something. Also, adding a name, photo, email and phone number at the end of emails can have an impressive positive effect on email conversion.
- Match emails with landing pages
Once you’ve mastered these concepts, the next step you can take is to tie your personalized emails to various landing pages. This effort primarily makes use of customer personas, but can be expanded upon depending on your technical capabilities.
To get started, try making a personalized landing page specifically for those who have subscribed to your email list for a certain amount of time, or whose birthday it is. Once you’re comfortable with those, the sky’s the limit!
Last Word—Make a Lasting Impression
Personalizing your emails makes an impression—something you'll need to do to stand out among the barrage of emails workers get daily. Personalization commands attention, shows readers you respect them, and tells prospects you're listening to them.
These are key elements when trying to develop relationships with prospects. Without them, you'll quickly lose an email reader. The seven tips provided above can help you develop targeted emails that stand out from the rest and help boost conversion rates. And that will increase profits for your company.
Are you struggling to personalize your emails? We’re here to help you every step of the way - all you have to do is ask.