You too probably have received that email from some brand or service provider, with a subject line that contains your name, like the one I’ve received from a popular freelance marketplace saying “Adnan: NASA Wants to Work With You”. Filled with sheer excitement, I opened it up and gave it a read to know what exactly the work NASA wants to do with me. It was nothing relevant to what I am capable of doing, but still, this strategy of email personalization helped the sender to improve subscriber’s engagement. A study says that personalization with just first name increases your CTR (Click through Rate) to about 7%. This personalization with first name is just one instance; there are several other techniques of email personalization that can be followed to improve engagement.
Mumara well recognizes the need of creating more personalized content and has introduced several ways to automate the whole process of personalization. Let’s take a look at some of the key aspects of email personalization and how Mumara can help with simple first name personalization to advance level of personalization using behavioral triggers.
Using Custom Variables
Custom variables indicate the general level of personalization with First Name, Last Name and other available data fields (City, Country, Mobile etc.) to create personalized content. You just need to select one of the custom variables you want to use within your email content; Mumara automatically completes rest of the work by taking the appropriate value from the related field, and incorporating the value into the email content, wherever the custom variable is used. You can use it in the content body and also in the subject line. If you are using like First Name within your content body, the recipient will receive something like the following email, I’ve received from the one Freelance Marketplace.
This type of personalization is not limited the first name or last name; you can personalize your content even with the custom fields like Birthday etc.
Dynamic Content Tags
It largely helps to improve the relevancy of your email content, by creating customized, partially or completely personalized content for specific number of subscribers within your list. It helps creating entirely separate content unit for the number of subscribers that qualify for the dynamic content rule. The dynamic content rule can be created by using the combination of available data fields of the list. E.g. if your current list has subscribers of two different regions UK and France, you can create entirely separate content for the French Subscribers in their regional language, with the following content rule.
Automated Trigger Based Emails
Everyone loves birthday, and can’t help to resist when it comes to answer birthday wishes. Birthday and other momentous events are the best times to send effective emails with free gifts, discount coupons and offers that the subscribers can’t resist. Like, if you are in business with focus on travel packages/plans, you can’t miss the marriage anniversaries, annual holidays and birthdays of your subscribers. Emails on birthdays and other momentous events have higher click rates, revenue generation and transaction rates, and everything that you are looking to engage your subscribers.
The trigger based email campaign helps sending prewritten birthday emails to the subscribers in your list. You can personalize the birthday wishes with engaging content and subject lines, by automatically sending them on subscriber’s birthday, perfect technique of personalization. Besides the date based triggers, you can also setup action based triggers. The triggers are easy to automate and can be sent to the subscribers for performing multiple actions like, automated re-engagement in the result of clicking an email, persuading subscribers to go for an additional product (Cross Selling) or product with higher price (Upselling), by setting up behavioral triggers with subscriber’s purchasing link. With Automated Trigger Based Emails, the list of possibilities is numerous.
Personalization isn’t limited to the subscriber’s data only, other things like sending your email in person instead of brand/company name may improve result. Features like “Spin Tags” helps sending partially customized content for every subscriber. As a result of content spinning, every recipient can see somewhat unique content. Studies reflect that personalization and setting up customized email experience for the subscribers, works for most of the email marketers and brands, and with the increased engagement, more marketers are planning to use personalization. Are you ready to be more prepared marketer, and sales person? Personalization can be your key to success.
I’ve been with team Mumara since the inception of our very first application. This has been a remarkable journey throughout where I got the chance to play variety of roles during application development and distribution lifecycle. I really love to share what I’ve learnt about variety of topics including Mumara apps, Customer Engagement, Data Driven Marketing and Marketing Automation.