Imagine you received a letter from a best friend. You know him and he you, so you will certainly immediately open a new message. A similar effect gives the personalized email newsletter.
According to Campaign Monitor, from personalized letters in 2,5 times above indicators of otkryvaete and sales they generate 6 times more. While 42% of marketers continue to send the same letter.
It’s time to fix it! Talk about how to start a personalization and a way to go in this direction.
The basic version
- Personalize the subject line
Use the name of the subscriber in the subject line. According to Experian, the average is increases otkryvaet letters of 23.9%. In the field of tourism and consumer products, these figures are much higher: of 40.8 and 41.8%, respectively.
However, the abuse that the admission is not worth it: reserving it for the most important occasions. For example, the release of a new product or an invitation to a significant event for you.
- Personalization of the contents of the letter
Add the name of the subscriber in the text of the letter. Just organically it will look in the beginning, because we often turn to friends and colleagues. Then you can start experimenting and use in other parts of the text.
Advanced version
- Geolocation data
When in one of the cities in your presence planned a big festival that will offer suitable products. A large network can inform about promotions in a specific region, and tour operators to choose tours with departure from the nearest airport.
- Time of the year
If in one of the regions of presence is not the heat, it is possible to announce sales easy wear. When in the hometown of the user will start cold, the tour operators can offer tickets to warm countries.
- Data about previous purchases
Use of information about previous purchases of the user – effective option personalization for any company. You can offer similar or related products, and use search query data to the user. Due to this the attracted buyers can become regular customers.
How to collect data about users
Variant “in a forehead”
Add a few important questions you can ask (city, interesting products) in the registration form. But the more fields you have to fill out the users, the less they want to register.
2. Progressive Profiling
Users are eager to talk about their preferences, if you offer them an interesting interactive experience. Online fashion stores can offer to vote for their favourite image, and the travel Agency is to choose the direction of dreams. Then you can use this information to offer relevant products and services and inform about discounts on them.
