Imagine this – you read an email in your inbox which starts with Dear User/Dear Reader/Dear Subscriber and then the mail goes on with a very emotional story to engage you and make it seem like you have known the sender for centuries. That said, in the back of your mind you know, this person does not even acknowledge you by your name; how on Earth will their services or products change your life. From this point, no matter how hard the sender tries, you know that they are trying to ‘market’ something to you. You consider everything a part of the sales pitch and the entire campaign fails for the sender because they lose the credibility.
These are the fundamental rules of marketing, which apparently are not discussed widely enough:
1. People care about the solutions your brand brings to them and how it makes their lives better.
2. They may care about the color of your logo, but they care more about your reliability. Reliability is built on relationships.
Marketing is simply forming close relationships with your consumers and providing them the solutions they need. Why do established brands work? Because they have a sense of familiarity with their audience and hence it becomes easier for them to sell their solutions because they have a relationship with the consumer in the consumer’s perception. You need to do the same on all levels of your marketing efforts.
Your email campaigns are no different. According to a MailBird report, personalizing can immensely catalyse the success of your email marketing campaigns. A personalized subject line is opened 26% times more than one with a generic line. Personalizing your emails can increase their CTR by over 14% and your conversions by over 10%.
Wondering how to get the ball rolling? Here are a few great ways to build creative email marketing templates:
1. Start with experimentation and then move to creating a general template: The entire process starts with trials and errors. As a marketer you might have multiple approaches towards the same piece of communication. All you have to do is brainstorm and put every approach to the test of data. The ones which outperform others stay in the game; the ones which do not, try to figure out what did not work and then gather all these insights to build one solid general template for all your templates. You read that right, personalization actually starts with building a general template.
2. Now, do not use this generic template: You now start with building personalized email templates. Get in touch with your sales reps – these are the people who interact with prospective and existing customers, they can give you the great insights about the personalizing process. Start building an email list and use a sophisticated tool like MailChimp that helps you send bulk emails but also allows you to personalize the messaging on several levels.
3. Now, actually build a personalized set of emails: You might be wondering how to go from the general template to the personalized emails. You actually cannot personalize the entire email for each consumer. All you have to do is look for spots on your general template which can be personalized – headline, salutation, closing, offers, newsletters, designs and so on. Building personalized emails is a matter of permutations and combinations – you build a big set of possible dynamic responses. Finally, when you have started with personalized emails at a huge scale, you can now build a responsive email template which gives your users a sense of interaction.
Most of the work here can be done with the help of your design team and your software team, which can help you code the perfect dynamic responses for your personalized emails.