Personalized Emails: How To Save Them From Being Over-Personalized
In this golden era of outreach marketing, we all keep our email messages as personalized as possible. We aim to prove that we’re looking for a serious business relationship, not just selling a commodity and moving on.
But is customization always good? Marketers are still told to maximize personalization, but the truth is, there’s a limit. So where should you consider from overdoing it?
Do people even need personalized emails
Personalized marketing used to be costly–you had to do deep research and collect data on your targets manually so you could approach them individually. With the development of email verification, data mining, and lead generation tools, harvesting prospect information became much easier, and basic personalization became the new standard.
Personalization is so common because open and click-through rates have been shown to grow, thereby skyrocketing revenue. Our research has confirmed the following points though:
- Targeted personalization raises opportunities by 74%
- Emails with customized subject lines are opened by 26%
- Skyrocket sales 760% with unique segmented promotions
- Custom mails produce six (6!) times the rate of transactions.
The above statistics reflect only a fraction of what marketing table personalization can bring. But when techniques like personalization emerge, they don’t come with a tutorial. Personalization won’t solve all your email marketing problems, and overuse will create new ones. So how to find the perfect balance? You will best learn from others ‘ mistakes.
Using all of your data the right way
Knowing your audience is crucial to nailing your customized post. Segment your prospects list for easier. The most common segmentation examples are:
Using groups to customize your email content. Here’s the most important tip –don’t include the data itself in the text, but use it to make informed decisions about what the recipient needs to see in the letter.
Any characteristic you find useful, you can segment, we just given the most basic and widely used examples.
Create an Appealing message
Appealing Message keys are simple: structure, language, and concept.
Your email structure determines whether the end-user can digest what you’re trying to deliver. The best tactic is to keep it short and easy. Include some words on your prospect, what makes them special, their accomplishments, etc. Talk (again, in short) about the prospect issues and how to overcome them (with your solution). Include a CTA and, if necessary, your contact info.
To determine the right language, you first need to know who you are talking to: for highly formal (government, finance, etc.) enterprise-level prospects or prospects stick to a formal or neutral tone. This also applies to older audiences, regardless of the field. You should play with casual style for younger groups–be as creative as possible, use colloquial language, insert pictures and emojis, videos and GIFs.
Your idea is your campaign’s heart. Any material without a concept is just a flat advertising text that doesn’t care about its user. Not just addressing your message, it should deliver: be it a feeling, a vision, or a concept, it must fit and engage your recipient.
What type of data to use?
Outreach is based on a human-like, customer-friendly approach. Email marketers overestimate the degree of customization they can use in their campaigns. To do the right personalization, know the appropriate lines and never cross them.
Never use sensitive personal information for personalization purposes. Many companies learn the hard way, as in Target’s baby mail. Target’s algorithm sent a coupon to a teen female customer based on their customer’s purchase background. The problem was that she was pregnant, the baby clothes coupon, and the teen’s father, who didn’t know about the pregnancy, saw it. This ended with an angry father storming into Target, and having what we imagine was a very uncomfortable talk with his pregnant daughter.
Although amazing data algorithms like this can be seen as immoral and inappropriate. According to the Pennsylvania University study of 1,500 American customers:
- 91% would never share their personal information for a discount
- 55% do not agree that shops will collect data to create the right client profile, even if the service improve
- 84% would like to check what personal data vendors can use
As you can see, without their permission, people want any personal information gathered to be revealed and not used for marketing purposes. That’s why it’s bad marketing to include data that isn’t publicly accessible. Using special, comprehensive data can obviously help you boost sales, but one data misuse or mishandling can cost you your company.
The European Commission has decided on this globally and adopted the now popular GDPR, or General Data Protection Regulation. You are no longer allowed to use or collect data that the consumer has not voluntarily received.
This goes without saying, but, one last thing is to use accurate email finder in order to save your marketing campaign from different spam traps. Find Email Addresses offers a unique solution as compared to other free email finders in the market. Our AI powered tool works to provide accurate results and provides you with lead lists ready for export.
Know the rights part to personalize
After all this, what personal data should we include in the message? Here’s a short list of attributes found in public access and used successfully in your custom message:
- Company name
Name: Typically attribute used in greeting. Nevertheless, as we know from the research described at the beginning, customized subject lines are opened much more often, so inserting the recipient’s name into the subject is a good tactic.
In the introduction, location can be used indirectly, along with company name and place, to indicate that you have done your research and want to collaborate on a certain subject.
Personal data is sensitive information that can boost campaign rates and skyrocket revenue if used correctly. But don’t get too enthusiastic, never forget the principles of managing personal information. Use data carefully overall. Keep in mind the saying–to warm us better than a great one to burn us.
Jun 27, 2020
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