Marketers are always looking for new methods to offer targeted communications to their consumers. After all, tailored emails result in 6x greater transaction rates, which makes marketers eager to use the technique.

Is it possible, though, to over-personalize your marketing messages? Do the messages ever start to seem scary, strange, and like a company knows a bit too much?

In this piece, we’ll go further into offering personalisation that entices rather than repels.

Marketers concentrate on relevance

Nowadays, customers want individualized experiences. Customers prefer emails that give suggestions based on previous purchases, as well as access to unique discounts based on loyalty status, according to industry trends.

Consumers react to individualized communications, yet some major brand marketers object to the term “personalization.” It conjures up ideas of a robot tracking our every step before “blasting” our inboxes. Nothing could be farther from the truth with well-executed personalisation.

As a result, some marketers have begun to replace the word “personalization” with “relevant content.” This Guess email is an excellent example of relevant material.

The email below, for example, would only be relevant to persons who had children.

Make use of dynamic content

Brands may use dynamic content to adjust parts of an email message based on the subscriber.

For example, if you’re holding a holiday sale and want to promote various things in an email, you may send emails that highlight relevant products to each subscriber group using dynamic content.

You’ll send out an email promoting the offer, but the product photos will vary depending on the subscriber. Men, for example, may perceive men’s attire while women see women’s. That is what dynamic content is.

Create landing pages only for email campaigns

Connect your email messages to particular landing pages developed for that reason to deliver the ultimate relevant experience.

When a subscriber clicks on a link in an email, they are sent to a different page—a landing page with the same design, text, and CTA.

The landing page’s goal is to create a consistent, relevant experience. The landing page demonstrates that you didn’t just blast an email into inboxes; it has more thought behind it and offers a seamless path for subscribers to move from considering a product to purchasing it.

Here’s an illustration from La Mer. The firm sends an email focusing on bridal items and links interested subscribers to a landing page with product testimonials and a purchase option.

Create email courses based on the interests of your subscribers

A increasing number of businesses are finding success by developing email courses that provide members with relevant and informative content.

A course encourages members to pick courses that seem especially relevant to them, rather than offering highly tailored communications based on data obtained. This gives the subscriber the impression that they are in control. As an example:

• A nutrition website may build a 5-day healthy eating course. Every day, the member receives an email with a food plan and links to useful blog posts.
• A photography firm may provide a three-email series that provides novice photographers with portrait shooting advice and homework projects to complete each day.

Apartment Therapy, an online resource for city residents, has baking workshops oriented for compact living.

Here’s an example of one of the classes:

This kind of email course often has a high degree of participation. The email course not only provides value to subscribers, but it also provides companies with fresh insights as subscribers engage with particular material, providing further opportunity to tailor the consumer experience as they go.

Personalize transactional emails

Following a purchase, companies will often send a transactional email that acts as a confirmation or receipt. These emails are particularly relevant to the subscriber since they are only delivered when a consumer makes an action, such as making a purchase or booking a trip. Nonetheless, they have a robotic quality about them.

Consider making the following simple adjustments to remove the machine-generated feel from transactional emails:

• Make a customized headline that refers to the customer’s behavior.
• Include a brief thank you letter from the CEO in the email.
• Give subscribers a method to contact a live person if they have any follow-up queries.
• Include intriguing, captivating photos in the email that highlight the brand or related items and services.

Talbots, a women’s apparel business, for example, sent a thank you email after a client completed an in-store purchase. It’s a good approach to stay in contact with a consumer while still providing a personal touch via a digital medium.

Examine your customer service procedure

Customers are likely to ask inquiries when they connect with your brand and product. Make it possible for clients to contact a live person for assistance.

Offering troubleshooting instructions and knowledge bases is crucial, but there should also be a straightforward mechanism for clients to speak with an actual person about a query or problem. The procedure should be as simple as possible, with no hopping through a million options or getting passed from one person to the next.

It’s always a good idea to audit your customer service process to ensure that it’s giving the appropriate degree of support. When sending support emails, be sure to provide a list of methods for subscribers to contact you.

Conclusion

As organizations increasingly depend on data to customize communications to consumers, it’s critical not to lose sight of the person on the other end of your messaging. Subscribers demand relevant, interesting information, but brands must do it without going overboard. The advice provided above should set companies on the way to relevant, not creepy, email content.