Personalization Is Now More Important Than Ever

A few short months ago, we would have argued that personalization of e-mail campaigns and SMS texts was the savvy content marketer’s secret to engaging more prospects and getting qualified leads. As we mentioned in our post “How To Make ABM Work For You,” personalization of marketing communications is what makes account-based marketing so successful. Personalization demonstrates to your target audience that you have taken the time to get to know them and their
• Name
• Interests
• Desires
• Concerns
as well as their
• Preferred method of contact
• Preferred frequency of contact (down to time and day, if possible)
• Favorite colors, icons, images, and keywords (and their least favorite)

As you know, marketing has changed significantly. Personalization is now more important than ever. World news, social distancing, and an increase in the number of individuals working from home due to COVID-19 concerns have resulted in people feeling isolated and insignificant. They need to feel their concerns and they themselves matter. You can begin to make this happen by personalizing your e-mail communications.

Subdivide your e-mail list
Make your recipient feel heard with personalized messages. When you subdivide your e-mail list, you can quickly and easily address the unique concerns and needs of specific segments of your target audience. Tate Design can help you subdivide your current mailing list and update your website so unique opt-in forms—on pop-ups, in your sidebar, as a drop-down option, and on a separate landing page—all indicate special interest groups. This enables you to address precise needs and desires instead of sending generic messaging.

Send a personalized message offering something of value
Offer something valuable based on what you already know about your intended recipient. With so many people stuck at home, your biggest asset may be trustworthy, helpful information that addresses their concerns. Offer how-to guides and tutorials. Recommend articles, books, podcasts, videos, and other resources that you yourself find useful. Invite them to share their thoughts and ideas as a way to feel more connected.

If you aren’t sure about the receiver’s primary concerns, you can still personalize the following for your recipient:
• Their name in the salutation
• A call to action and/or a question geared toward a perceived need or desire
• Content in the message that answers the question and/or encourages further action based on what you already know about this person

Make life easier
You may also choose to add a personalized URL (PURL), which directs the reader to a personalized landing page on your website. Here you will
• Greet the individual by name
• Show content that matches the colors, fonts, images, etc. of the message that directed them to this PURL so they are absolutely sure they are in the right place
• Provide useful information, which may be personalized based on expressed preferences or tracked purchases
• Extend an easy-to-access offer—multiple times—that is personalized just for them
• Make taking action easy: this means no navigating to other pages, no pop-ups or distractions, no endless forms to fill out

Be aware that timing has changed
Work-life hours have shifted as more people either serve on the frontline or work from home. Your e-mail is more likely to be opened if it grabs attention before 9 am (before everyone is in Zoom meetings and juggling work and children) or in the afternoon (when people take a break, not the traditional lunch break any more). Prior to COVID-19, many people checked e-mail in the evening but that no longer seems to be the case as homes and offices have become one or workdays are so long that e-mail isn’t being checked after dinner.

Follow up with additional personalized messages
Your customers want to know you care, especially now. Follow up with them. Continue to provide encouraging, educational, entertaining, valuable information. They may not be ready for a hard sales pitch in tough economic times but they will remember how you make them feel.

Personalization is key to how your prospects and clients will respond to you. E-mail campaigns allow you to take full advantage. Tate Design is here to help you survey customer preferences, build or subdivide your list through judicious Web design, and create the graphic designs and personalized copy elements you are looking for. Call us at 610.725.0702 or e-mail [email protected] to personalize your e-mail marketing messages and connect more deeply with your prospects and clients.

 

 

Reference
Ros Hodgekiss’ “The Best Times To Send Email During The 2020 Pandemic”