For many marketers, email is a high-priority channel, especially around the holidays. In fact, Econsultancy recently reported that email drove a quarter of the traffic that resulted in this year’s Black Friday sales. So, how do you make sure your emails convert? Personalization.
In our recent webinar with AWeber’s Marketing Project Manager, Tom Tate, and AddThis VP of Website Products, Charlie Reverte, we covered how to personalize your website and email marketing in order to drive better results for your website or brand.
When it comes to website personalization, it’s about improving your visitors’ experience when they land on your site. After all, if you’re spending time and money on driving targeted traffic, you want to make sure that traffic is converting, and the best way to make that happen is by personalizing your website for individual visitors based on things such as their source (a specific social media channel, referring URL, a marketing campaign), whether they’re a first time or returning visitor, and even what device they’re using. Personalization takes into account a visitor’s relationship with you, the context of their visit and their interests, all of which can help reduce bounce rates and increase conversions.
So, you’ve used website personalization to get more email subscribers. What’s next?
Email Marketing Personalization
Personalized email campaigns are one of the best ways to nurture a relationship with your subscribers. But what do personalized email campaigns look like and how do you set them up? Personalized email marketing campaigns start with leveraging the data you have about your subscribers, like their name, interests, company, etc. Other data you can include when personalizing email is behavioral data (engagement with your website, past buying behavior), and contextual data (time of day you’re sending your emails, seasonality). This will help you put the right message in front of the right subscriber at just the right time.
Other ways to test personalization in your email campaigns is changing the design. For example, how does a plain-text styled HTML email compare to fully designed HTML email? Designed emails tend to feel like they’re coming from a brand, and more plain-text emails feel like they’re coming from an individual. Consider which works best for the emails you’re sending.
In addition to personalization strategies, we covered personalization mistakes to avoid, like calling a subscriber by the wrong name, or mixing up where your customer is in the buying journey, and industry benchmarks to measure your email performance against.
Check out the recording below to watch the full webinar presentation!