Personalized Mailing How To Make Your Newsletter Relevant To Your Readers
Management Summary
Item personalization:
Take interests into account!
To illustrate this, let’s briefly leave the online world and imagine a face-to-face sales conversation in a store. Would you recommend a youth sports course to a pensioner? A recipe book with the latest grilled steak variations for a convinced vegan? Or even give a customer who is just buying a new smartphone a voucher for exactly that smartphone after payment?
Unfortunately, this is exactly what happens far too often in email marketing. All recipients are presented with the same content 1:1. Although we know full well that perhaps half of the subscribers won’t be interested at all. Do it better and use item personalization toShow selected sections of your newsletter only to certain groups of subscribers. Of course, there is also the option of sending entire mailings only to recipients, i.e. segmenting them in advance.
Anyone who wants to argue that you don’t have any information about potential customers online has a bad chance with us – because we don’t accept this argument. More on which data you can use for individualization later.
Content personalization:
Create closeness!
In addition to choosing the right interests and subject areas, there is also another way to ensure more relevance: withIndividualization of certain contentwithin an article you manage to create onepersonal referencefor your readers.
For better understanding, an example:
You want to advertise the start of sales in your stores via email. Instead of simply writing “From today: Sale in our branches”, you can enter a text module for the location.
A small addition that creates closeness for the recipient. It can ensure that readers get the impression that they have the chance to receive personalized offers in your city.
But there are also less obvious uses for the name than the salutation. For example, you can also enrich images and call-to-actions with the recipient’s name.
It has been scientifically confirmed that this name personalization works particularly well. Neurological research shows that reading our own name creates positive feelings in our brain, regardless of the context in which it is presented.
Item prioritization:
Tell the most important things first!
Honestly: How many (online) texts do you read to the end? The situation is no different with newsletters. On average, they only have a few seconds to convince people with their content. That’s why the strategy is: important things first. The problem is that each of your subscribers cares about something different. But there is now a solution for this too.
Certain email marketing tools also offer item prioritization in addition to personalization. Using an algorithm or manually, theIndividual newsletter sections are ranked according to the individual preferences of the respective subscriber.
Data for individualization
Of course, a personalized mailing only works if you have data that you can use to customize it. There are several options for this, which ideally can even be combined:
Query preferences
One option for generating data is to survey subscribers (e.g. when registering for a newsletter). The recipients can select their own preferences and personalized fields of interest here. Demographic data can also be easily queried, for example with a data enrichment mailing in the welcome process.
Analyze click behavior
Collect data in the emails yourself – this works with the help ofInterest tracking, a MUST for successful email marketing.Each link in your newsletter or mailing is assigned to a specific category. The click behavior of subscribers is analyzed with each broadcast and more and more data is collected about the interests of the individual recipients.
CRM data integration
Another option is to use data from other systems to customize your email marketing. With the help of CRM data integration, profiling based on purchasing behavior, customer status or demographic characteristics is possible.
