Getting the best results from your email marketing efforts

 We all have occasions when we open an email, expecting to see Dear (Your name) and a personalized message but instead, it reads Good morning everyone, and goes right into advertising a service we don’t need or a product that is a direct competition to what we provide.

These are generic marketing emails and I detest receiving them! They reflect little or no thought or attention to the customers’ feelings and needs.

Reading and responding to emails is time consuming – a necessarily evil one I might add and especially bothersome when your click was a waste of time. Eventually, you start ignoring or deleting emails from certain marketers without even opening them.You wish you could unsubscribe, but the reality is, they are unsolicited emails. Some time ago, I sent this response to a company. “Good morning, Martha, I hope you are well. May I please ask a favour of you… could you be kind enough to stop sending me your company’s generic marketing emails please?

I’ll tell you a secret Martha, I detest receiving general marketing emails, the ones addressed to everyone that gets right into advertising. Personally, I think they are rude, and I do not buy.

Martha, be assured that it’s not about you or the services your company provide but about my preference. Have a lovely Tuesday Martha, and when you have a couple minutes to spare, have a look at email personalization techniques, tools and stats, therein lies the secret to getting the results I believe you are after.

When professor Ray Tomlinson developed a way for colleagues to leave electronic notes on one another’s computers at the Massachusetts Institute of Technology back in 1965, Email Personalization: Techniques, Tools, & Stats (2021 Guide) (linkedin. com) no one envisioned that emails would become such a big part of people’s everyday lives. Today, over 333 billion emails are sent daily. (How Many emails Are Sent Per Day? – Woosuite.) On any given day, we are inundated with emails, the majority of which go unread. Therefore, businesses that rely on email marketing need to find ways to penetrate the clutter in our inboxes and get our attention and that’s where email personalization comes in.

In an article published by Moosend in February 2023, titled What Is Email Personalization?

Definition, Benefits, And Tactics [2023] (moosend. com), email personalization is described as “a data- driven digital marketing strategy aiming to deliver personalized email campaigns to the right customers at the right send time.

The information needed to create personalized messages varies based on the goal of your campaign. For example, it can be their first name, demographics, behavioural data, or purchase history.

Email personalization strategies are usually powered by marketing automation software like Moosend or Mailchimp.They enable users to set up

and schedule timely and relevant messages, following basic or complex criteria in simple steps.

Overall, email personalization helps you reach your target audience faster compared with other popular marketing methods, such as social media marketing and search engine optimization (SEO). Plus, it is a cost-efficient solution suitable for every business.”

The author of the article, Alexandra Marinaki, said that email personalization is important for businesses because it increases open rates and conversions.

When someone sees an email from a marketer in their inbox, they make a quick decision on whether to open it or ignore it. It is more likely that an email would be opened if the recipient believes that it was crafted with them in mind and catered to their needs.

A properly crafted personalized email usually has a call to action that tells the recipient exactly what the sender wants them to do.

According to Marinaki, personalized emails nurture relationships with customers. On any given day we receive several emails that annoy us for one reason or another, a personalized email in a flood of cold, rude and insensitive emails will enable you to build a deep connection with customers and will boost engagement and business return on investment.

Marinaki said that targeted emails bring business growth. If you start promoting the proper services to the right customers, you’ll notice a positive shift in your email marking return on investment.

If you are an email marketer, the next time you are tempted to do a one size fits all email campaign, think again. Do you want people to ignore and eventually delete or do you want people to click and buy?

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