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How to Personalize Email Marketing Messages to Get Better Results

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There’s no more effective way to increase email campaign opens and improve your email marketing results than to segment your list and send personalized content to each segment. The data proves it.

Search by Mailchimp found that segmenting lists can increase open rates by 14% and click-through rates by more than 100%. Separate research conducted by SmarterHQ revealed that brand loyalty improves among Millennials by 28% when they receive personalized email marketing messages.

These are just a few stats that prove list segmentation and personalization work, and marketers know it. Research from Mailjet and Ascend2 found that marketers rank personalization second the most critical element to improve to increase email engagement (59%) second only to content quality (64%). In other words, personalization may not help you get better email marketing results if the content quality of your messages is not good enough.

How list personalization and segmentation work together

The objective of list segmentation and personalization is making each recipient feel like the message you’re sending was written just for them. I can’t stress enough how important this is to the success of your email marketing investments. Consider the following as proof…

Did you know that the average person receives more than 100 emails every day? How many of these messages do you think each person actually opens and reads? How many do they delete without opening them or marking them as spam? Think about how you interact with the emails you receive every day. What do you do with most of the emails you receive every day?

The reality is that most people don’t open all of these messages, and every unopened message can hurt your domain reputation (also known as sender reputation) and the future deliverability of your email marketing messages. -mail. Email service providers like Google, Outlook, and Apple Mail only want email marketers to send the messages people actually want.

When recipients don’t open your messages, mark them as spam, or block you as the sender, that negative engagement shows email service providers that you’re not sending the content people want. In other words, you don’t take the time to segment your lists and personalize the content of your messages to be as relevant as possible to the recipients. Instead, you send generic messages and hope someone responds positively.

To learn more about domain reputation and deliverability, follow the links below for all the details:

What does all this mean? It’s simple. If you segment your lists and customize the content of the messages you send so that they are as relevant as possible to each segmented audience, the following things will happen:

  • Positive engagement with your posts will increase.
  • Negative engagement will decrease.
  • Email service providers will think you are a good sender.
  • Your domain reputation will remain high.
  • Your messages will continue to land in inboxes rather than spam.
  • Your email marketing results will improve.
  • You will achieve your email marketing goals.

Customization is more than a name

Yes, you can personalize emails by adding the recipient’s name to the subject line and/or the greeting inside the message, but it’s so 1990s. For best results, you need to dig deeper into your data and find other ways to personalize the content you send.

Demographic customization

You can segment your lists and customize your message content for a niche audience using the demographic data you have about them. For business-to-business (B2B) email marketing, this can include their location, business type, recipient’s role in the business, and more.

For example, imagine sending a message promoting your nutrients to cannabis growers. Knowing that different states have different laws regarding whether cannabis can be grown indoors or outdoors as well as differences in seasonality, it might be a good idea to tailor your message content to suit the location of the license holder and the type of growing environment they operate. .

Email Marketing Tip for Cannabis Licensees: If you use the Cannabiz Media License Database to send email marketing messages to licensed cannabis businesses, you then have access to a significant amount of data that can be used for demographic list segmentation and content personalization. For example, you can segment and customize based on license type (grower, maker, dispensary, etc.), location (e.g., country, state, county, zip code, etc.), size of canopy, role, license status, growing environment, and more.

Behavioral Personalization

Review the behavioral data you’ve collected about your audience. How have they interacted with your emails in the past? What messages did they open? What links did they click on? These behaviors give you a lot of information about their interests, issues, and priorities, which you can use to send more relevant content in the future.

If you use UTM codes and Google Analytics to track behaviors beyond the click on the link in your post (e.g. what people do on your website after the link in your post takes them there), then you can collect even more insights. information about what interests your audience. Use this information to increase the relevance of your future posts, and your results will increase dramatically.

Putting behavioral personalization into practice, imagine you plan to send out a campaign to cannabis dispensaries across the United States to promote your security system products. If you’ve nurtured your audience over time, you can revisit their engagement with your previous posts to determine what content to send them in your new post.

Use open and click data from your previous messages to find out if certain topics didn’t reach specific recipients (i.e. they didn’t open messages on those topics). If so, you don’t want to keep sending them new messages on the same topics. Find the messages that motivated them to open and click. These are the topics you want to focus on in your future posts. Segment your list based on topic engagement using open and click data from the previous campaign, and customize future message content accordingly.

Email Marketing Tip for Cannabis Licensees: If you use the Cannabiz Media License Database to send email marketing messages to licensed cannabis businesses, then you can explore metric as opens and clicks on the recipient and link levels. Use this data to create segmented audience groups based on behaviors and send personalized messages to each niche group in the future for best results.

Key Takeaways About Email Marketing Personalization

Personalization improves email marketing results. So before you send out an email marketing campaign, ask yourself, will everyone on the list who receives it be happy to get it? Is there anyone on your list who won’t be happy? Are there ways to change the content of your post to make it more relevant to them?

Your goal should be to send only the content people want, and the way to do that is to segment your lists and personalize your messages.

Want to know how you can connect with cannabis and hemp licensees using the Cannabiz Media license database for sales and marketing, including email marketing? Schedule a demo and find out how a subscription can help you reach your goals.

#Personalize #Email #Marketing #Messages #Results

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