On the one hand, you want to automate some of your marketing processes to be more efficient. But on the other hand, digital marketing is all about making a personal connection and engaging with people. Is it possible to reconcile these truths? Can you use automation to step up your email marketing while also making it more personal? Absolutely. In fact, automation can make your email efforts more personal, not less. And yes, this is a powerful strategy for small businesses – especially those selling online.
Email marketing is a powerful tool for businesses to reach and engage with their target audience. However, creating personalized email campaigns can be time-consuming and resource-intensive. Automation has emerged as a solution to this challenge, but can it really make emails more personal? In this article, we will explore how automation can make emails more personal.
*Example: If a user abandons their shopping cart, an automation tool can send them a reminder email with a discount code to encourage them to complete their purchase. This kind of email is more personal and relevant to the user than a generic promotional email.
*Example: Clothing retailers could segment their email list by gender and send different email campaigns to their male and female customers. This kind of email is more personal and relevant to the recipient, which can increase engagement and conversion rates.
*Example: Business could A/B test two different subject lines to see which one generates a higher open rate. The winning subject line could then be used in future email campaigns to increase engagement and personalization.
Automation isn’t the answer to all of your emails. If you receive a query, it merits as personal and specific a reply as possible. Sending an automated response confirming that the query was received and a reply will follow is okay – make sure the answer addresses the specific questions posed. If you get many similar queries, you might be tempted to use a cut-and-paste reply. But really, what you should do in that situation is fill in the missing information on your website and make sure it is easy to find!
In conclusion, automation can make emails more personal by adding personalization tags, using behavioural triggers, segmenting email lists, and A/B testing email campaigns. By leveraging automation tools, businesses can create more personalized email campaigns that resonate with their target audience and increase engagement and conversion rates.
By Irene Hislop