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How To Enhance Your Email Marketing Strategy Using Personalization?

Email marketing is one of the most popular means of marketing, even today. In fact, email is the third most important source of information for B2B audiences according to Wordstream. While social media is all the rage, email is not far behind. As of 2017, there were about 3.7 billion email users around the world. This number is expected to grow to 4.1 billion by 2021.

With such a huge audience to tap into, many brands use email marketing to achieve their goals. The ROI of email marketing is great as well. The median ROI of email marketing is about 21 to 23%!

However, you can boost the ROI of your email marketing campaigns further with personalization. Consumers today want to be treated as individuals and value brand messages that are personalized for them.

Wondering how? Check out the resourceful infographic from PostFunnel below that includes interesting statistics and tactics on how personalization can help you optimize your email marketing campaigns.


Source: PostFunnel

Personalized emails are likely to be much more effective than the usual generic emails. A study found that about 45.45% of customers in North America were likely to respond positively to personalized emails.

They prefer it so much that some customers may even walk away from your company if the communication isn’t personalized. About 65% of B2B and 52% of B2C customers said that they’d switch a brand due to lack of personalization.

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This is perhaps the reason why about 50% of marketing influencers use message personalization. And 82% of marketers noticed a significant rise in email open rates due to personalization. 56% of marketers even said that their sales had increased due to the same reason.

Don’t mistake personalized email marketing as simply addressing customers by their names. There’s a lot more you can do to personalize the experience apart from that. Some of the best methods are:

1.) Personalization Based On Past Purchases:

It’s a great idea to have a database of the purchases that your customers have made in the past. Based on these purchases, you can send out emails with relevant product recommendations. Perhaps you could recommend products that complement what they’ve already bought or even new products and offers in their favorite category.
For instance, Pottery Barn Kids sends out personalized emails to their customers. These emails contain complementary products based on the products they had purchased in the past.

2.) Personalization Based On Location:

You can personalize your offers and recommendations based on the location of your customers. Uber, for example, uses personalized emails to send offers to their customers. This is done based on the destinations that they frequently travel to or their current location.
For instance, if a customer frequently travels to San Francisco, Uber sends out discounts on cab rates from SFO to the city. This helps them increase conversions and revenue.

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There are a lot of ways in which email personalization can pay off. Not only does it increase your revenue but it also helps you in other ways.

Rebecca WojnoAbout the Author:Rebecca Wojno is a content manager, copy editor, and a Grammar Nazi. Her expertise lies in writing blog posts, feature articles, and SEO web content, and managing content marketing initiatives. Currently working with PostFunnel. When not busy with her work, you will find her reading, watching reality TV, and practicing Pilates.

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