Personalized e-mail marketing can greatly increase the openness and click-through rate of marketing e-mail, but few retailers can effectively personalize e-mail marketing. The key to any email marketing success is to make the content more personal. This article describes four common ways to personalize email marketing and increased marketing email conversions.
1. According to the type of people doing e-mail marketing
According to the type of personalized e-mail appearance and feel, you can improve the response rate. The most basic classification is age and gender. For example, men's clothing and women's clothing are recommended to male and female consumers respectively. In addition, different products and styles can be displayed based on age.
In addition, sellers can add unique elements to the subject line or preheader text, which generally increases the mail open rate. For example, adding local events or recent news may allow the recipient to open the mail.
2. Doing E-mail marketing based on consumer buying history
Focusing on the types of products consumers buy and used for mail marketing is more effective than according to the type of people marketing, because products of interest to the same audience may not be the same. Kohl's study found that those who purchased children's products responded more to children's e-mail. When Kohl's personalized e-mail marketing follows the consumer buying history, the retailer's children's product sales have risen.
3. from various data dimensions to start mail marketing
Buying history can tell the seller a lot of customer information, but it is not a panacea. For example, if the consumer buys a gift, then email marketing also recommends the gift, which is not related to future purchases by the consumer. Therefore, the combination of audience type, consumer behavior and purchase history, etc., will help predict consumers future purchases. Adjusting content based on multiple data dimensions is key to optimizing mail marketing.
4. Sending time
Everyone receives different e-mail time varies. Some people may refresh inboxes several times an hour, and some may wait until the end of the day to review the mail. Sending marketing emails to the recipients who are most likely to open will be better at boosting sales growth. But it's hard to know when consumers may check email. Some email service providers now offer tools to help sellers analyze user email engagement times and adjust delivery times accordingly. For example, JustFab, a women's fashion retailer, reported a 40% increase in sales after using custom e-mail. In addition, conversions can also be made when consumers automatically and quickly send mail while abandoning a shopping cart or browsing a specific category.