Customizing Your Email Marketing Campaign

By Jennifer O’Brien

While implementing an email marketing campaign is still a great investment, there are a lot of companies sending emails. Internet users’ inboxes are typically filled with messages from many companies. After a while, people might not even open some emails and find themselves unsubscribing from email marketing lists. This is why it is very important for companies to stand out in their email campaigns and keep the attention of subscribers. One great way to do this is by customizing your email marketing campaign. This type of tactic is increasingly being used as the need for personalized marketing increases.

There are a number of ways for companies to customize emails. One basic way is to simply address subscribers by name. People prefer to see their name at the beginning of an email instead of something like “Dear subscriber”. You can also keep track of purchases and recommend relevant products to customers in the email message. Know the customers geographic location and use that information to tell them about sales going on in their area and mention something about their state in the email.

Feel free to write a little bit about yourself and your company. This will help build a relationship with the customers and encourage more interaction. Also, in addition to sending emails prompting them to buy something, send free information based on their interests that relates to your company. For example, if you sell golfing merchandise and the subscriber is a golfer, send them an email with tips on how to improve their game.

People like to know that businesses are interested in them and not just money. When a company shows interest in a person, this person will be more than likely to stay loyal to the company. Customization allows your company to target and communicate with every customer individually. The benefits are substantial and you are guaranteed to have increased customer satisfaction, click through rates, return on investment, and increased revenue.

It is important to find the perfect balance in your email messages; not too artificial and not too personal. If you just put their name in the subject line, it is obviously artificial. Using too much personal information will make subscribers feel uneasy and can be an invasion of privacy. It is important to stay professional and not informal. They might think the email is from their friend if the subject line is too informal. Then once they open the email, they will be annoyed that it is your company and not their friend.