Email personalization is the key to making your customer feel special. But, you still need to automate some aspects of marketing or you’ll never have enough time to create amazing products and services for them. Personalization goes beyond using “name”. Thankfully, due to amazing technology, personalization can be simple.
1. Ask More Questions
Using the automated technology, ask more questions to help segment your audience better. If you use the right tools within your email marketing software – such as tags – you can trigger just the right emails to go to each customer based on their answers. For example, if you are a business coach, you might ask, “What can I help you with most” on the intake questionnaire for your free discovery call. Then give them some choices. If they answer “branding,” it can trigger more branding-focused emails to go to them.
2. Create Customer Avatars
While you do want one avatar that describes your most perfect ideal customer who is going to want everything you create, you can also have other avatars that represent different types of customers you want to serve. For example, you may offer different levels of coaching. One avatar may be at the top of her game, while the other one is just getting started. Obviously, the two will get very different marketing materials delivered to them via email.
3. Find Out the Best Times
When you look at your email analytics you will notice that some segments of your audience are more likely to read an email in the morning, while others are more likely to read them on nights and weekends. Use the software to segment these people so that you can send messages at just the right time when they’re more likely to open them as soon as they see them.
4. Use Behavioral Triggers
Your email software offers many capabilities – likely one is behavioral triggers. You can set up triggers based on your audience response to an email. If they click the link, something different happens then if they only open it and take no action. If you send a survey and they answer certain ways, or not at all, these behaviors trigger different responses you’ve set up in your email autoresponder. If they buy something, another set of emails goes out to them. It’s easy once you set it up.
These ideas help with sending broadcast (and any type of email) messages because you’ll know which segments should get the broadcast and which shouldn’t, based on their preferences, answers, and behaviors. When setting up any type of email, always think about which audience it works best for. There will hardly never be a time when a message should be broadcast to every single person on your list – unless it’s a brand new general product, announcement, or new blog post. Most of the time, you’ll want to send it to specific audiences at precise times with definite interests.
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