A big trend at present is to try to spruce up email marketing by tailoring email content to specific users. The eventual goal is to be able to make these emails seem personal. Even if the intention of making them seem truly personal can be seen through, the chances are though that tailoring emails will make them more relevant. And that increases your engagement.
Firstly, to be able to do this we need a combination of data, and themed emails to tie to individual users.
We Miss You!
One simple way to do this is to identify the users in your list that are not opening or clicking through from your emails. These ‘non responding’ email subscribers may be enticed with distinct offers and subject line details. Tell them about something decent they may have missed out on.
Even better, is knowing who isn’t engaging at all with you, via site log-ins or other services. This allows you to curate a list which you can target with a more emotive call to engage. For example, a We Miss You type email. Then the content can include latest offerings, deals, and a message telling them you have been missing them!
In addition to ‘we miss you’, a favoured tactic is to address the recipients name in the subject line and in the email “Dave, We Want You Back!” Some simple code allows you to personalise emails in this way.
It’s surprisingly effective for many marketers.
Why not give it a go?
Marketing automation platforms like Sharpsring are custom made for making this kind of personalised marketing easier. With a bit of focused organising, these tools can transform your communications.