Jenna Tiffany, Digital Marketing Strategist at Communicator, explains why personalisation is grounded in a thorough understanding of your consumers’ behaviour
Much like 2015, personalisation will play a big role this year in email marketing. With people on average receiving over 85 marketing-related emails per day, following more than five brands on Twitter and spending 20 hours a week on the internet, personalisation is key for brands to stand out in the inbox. (Radicati, 2015).
Too much choice, not enough time!
Consumers are overwhelmed with choice. Whether making sure we’re eating the right amount of fruit and vegetables, tracking the amount of exercise we do or ensuring we’re spending more time with our friends and family, there’s a lot to consider!
The pace of change is forever increasing. As Johnny Earle, Founder of the Johnny Cupcakes clothing brand, noted at a recent DMA event, it took over 50 years for radio to get 50 million people to listen in, whereas it took just two months for Candy Crush to get over 50 million users with no marketing promotion at all!
Email still stands strong
Even with the amount of change that’s happening around us, email has stood the test of time.
Email has more than 4.3 billion users, double that of Facebook and Twitter, and continues to be a huge part of our everyday lives. Consumers are checking emails up to 15 times a day. Stats quoted by Atom Bank Founder Anthony Thomson at the Festival of Marketing 2015 suggest that 51 per cent of us spend more time checking emails than eating breakfast, and that 32 per cent of us spend more time checking our emails than we do taking care of our own appearance!
Even though personalisation was a key trend in 2015, people are still not using it enough in their digital marketing and it will remain a focus for email in 2016.
Consumers are crying for personalisation
From the DMA’s recent email tracking report, consumers are crying out for personalised communications. Sixty-three per cent agreed or strongly agreed with the statement “most of the marketing emails I receive include no content or offers that are of interest to me”.
This should be a wake-up call to all marketers to take note of what consumers actually want, going beyond using just the first name to personalise their communications. This is where there’s a greater emphasis on real-time email marketing that can really help you engage with your audience. Get this right and you’ll be rewarded with greater email marketing success.
How is personalisation important for your email strategy?
To make sure you optimise your email marketing, the customer must be at the heart of your strategy. Understanding their needs and behaviours, what content they wish to see and when they want to see it, will help you create a personalised strategy for your subscribers.
Also, where are they in the customer journey? From your campaign results, are they demonstrating behaviour that indicates they’re about to make a purchase? Using the data you have based on your previous email results will guide you in the right direction and eliminate any guesswork when it comes to sending your next campaign.
Top tips for email personalisation
- Make use of the data you have available to you
This may be challenging for some, but gather the behavioural data from the email campaigns you’ve previously sent as a first port of call, as these will help to inform future campaigns.
- Step away from using just the first name
Include behavioural criteria instead. Personalisation is not just about using the recipient’s first name or basic details in the subject line or part of your copy – it goes far beyond that. Use all the behavioural data you have at hand to inform your customer journeys.
- Discover where your recipients are in the customer journey to create a personalised experience
Make sure you’re sending your recipients relevant emails, wherever they are in their journey with you. If they’ve just purchased from you, don’t annoy them by sending a sales message the day after! Send those offers based on their recent purchase or ask them to feedback on the item they’ve purchased.
Overall, personalisation is key for your email marketing strategy and relevancy plays a role to ensure you are sending the right messages to your consumers at the right time.