Frankly speaking, you can personalize anything from the subject line to the actual content on the email. Likewise, personalization comprises of different perspectives ranging from welcome emails, to retargeting emails. Or, and on a further perspective to cart-abandonment emails. The personalization scale is wide and brings a huge return on investment.Personalizing your email campaigns is a proven way to increase your open and click-through rates and can have a measurable impact on your ROI and revenue. Studies have shown emails with personalized subject lines are 26% more likely to be opened than those without. Rich Relevance, on the other hand, found that revenue is 5.7 times higher in emails that employ personalization.However, that’s not what we’re talking about today. So why should you personalize? What’s the advantage of it? Why does it assure growth, revenue, traffic and all?
Gives a face to your business
One thing you have to acknowledge is that there’s a reason why only a very specific group of people buy or wear Nikes, while others prefer Diadora. That’s because personalization gives you the opportunity to identify only with a specific group of people who best describe your business. These are people who not only buy but also relate to your story. They are your stronghold and most probably the kind of people who made you start your business even though you didn’t know about it.
Builds a deeper relationship with customers
How do you interact with your aunty, granny, nanny, daddy, mama or whoever in that category? There is that specific tone you use that is different from when you are with your friends chilling. Right? That’s the same thing with your customers. How your message reads to them matters in building a deeper relationship with them and it definitely bears kiwi in terms of the revenue you gain at the end. Courteousness, persuasiveness, appropriate gestures, builds up to a personalization strategy that goes deeper into the nerves of your customers.
Ask yourself this, why are relationships personal by nature and what does that mean for the bond with your customer? Quite simply, today’s customers seek authentic connections with brands that make them feel like valued individuals. It’s not enough to treat them kindly—they expect your company to understand their needs and deliver the products and services they actually want.
According to Monetate, 79% of organizations that have exceeded revenue goals possess a documented personalization strategy. This builds strong customer relationships, drives brand success, and on top of that retains customers. Remember, customer retention is way better that customer acquisition. The reason is due to return purchases on one edge.
Delivers unique content
By getting a business to face a specific group of people, you’re also able to create unique content that relates to them.
With personalization, you are able to curate specific content to very specific people, not only because you know what to talk about, but also because you know how to talk about what you are talking about.
You know your customer preferences, their daily dose, what they do in their spare time, where they come from, what kind of products they purchase and when. This not only gives you an upper hand in terms of what content you deliver but also, on how to talk about that content.
Likewise, adapting dynamic content comes hand in hand with this, being quite a catch and a big push to your personalization strategy.
Targets specific audiences
Again, with personalization, you’re not talking to everyone the same way. You have to know who you’re talking to, what you’re talking about so your goal stays specific. It is broad, but at the same time specific. If your customer loves a certain pair of shoes from your store, you’ll definitely not show him mugs.
Makes better recommendations
If you love gifting, I bet there’s a very specific reason why you would gift an iPhone to a certain person and a car to another. Let us assume that your budget is constant so it doesn’t affect your gifting escapades. Why is there a difference? The answer lies in you knowing and caring for those people and knowing what they aspire to have, what they dream of, or basically what their goals revolve around. Ultimately, these gifts, which are personalized to some extent, go a long way in building your relationship with that person.
This is the same case for your customers, and again, a reason why you should be personal in engaging with them.
Underneath their shopping experience, there’s a particular style or fashion sense that stands out and is very unique to them. If you take time to understand this, then you are able to recommend exactly what they want and at the very precise moment/time. This not only builds their trust but also plays with their emotions, so they may be prompted to make a purchase and not only once. What else are you looking for?
If you are determining on adopting this strategy, which you should definitely do, you have to accept the fact that, it not just about sitting down, grouping people, and boom, sending your emails. NO! You need to take the time and work in phases, see what works and what doesn’t and from this, rethink your strategy through patterns.