We’ve all gotten automated marketing emails that feel like they were conceived and constructed by a robot. It’s a pretty crummy experience for the recipient and typically just as ineffective for the sender. Even when you’re sending to thousands, emails should be a personal interaction. So how do we ensure that our emails stay tailored to the individual at the other end of the digital line.
Make the Sender a Real Person
People like to connect to people. The simplest way to make your email more personal is to have it come from an actual person. Sounds basic right? It can make a major difference. We’ve found that emails from real people have significantly higher click-through rates than emails sent from firstname.lastname@example.org or email@example.com. Emails with a real name attached also fare better when it comes to spam filters and bounces.
Personalize the Salutation
No one wants to be a nameless faceless address. If you know the recipient’s name, you should be using it. HubSpot’s email tool keeps this option clear on the right side of the edit pane when you are creating an email. You can personalize an email by name and company. Adding the recipient’s name alone however won’t make your emails personal. Make sure the rest of your email is just as relevant.
Personalize the Look and Feel
Give different segments of people their own tailored email templates. If you’re writing to a more casual audience, for example, make sure the look and feel of your email template matches that tone. If your emails are all part of the same lead nurturing campaign, they should be connected by a similar design. (HubSpot customers can set up a variety of templates within the “Manage Email Templates” section of their settings.) By reflecting what you know about your customers, your emails will come across as more familiar and useful to recipients.
Personalize the Timing
Every company’s sales cycle is different. When you’re setting up email or lead nurturing campaigns, make sure that the timing of your sends align with the typical buying cycle of your customers. If it typically takes customers a month to research and make a decision on your product or service, don’t inundate them with information in the first week. Send a series of useful emails over time to help your leads navigate their decision making process.
Your leads and customers receive countless marketing emails a week. What are you doing to stand out from the crowd? How have you changed your marketing to be more personable and relevant?
Auteur: Meghan Keaney Anderson