A highly effective marketing technique used by successful e-mail marketers is to personalize the e-mail letter. This personalization can be accomplished in many ways.
One way to personalize an e-mail letter is to use the recipient’s organization logo or web site. The purpose of a personalized image is to provide a familiar frame of reference in the most compelling way possible, resulting in the recipient feeling better understood and more comfortable, leading toward better acceptance of the offer.
Personalization can also include personalized subject lines by including information that refers the stated preferences of the customer segment that you are marketing. For example, you can also personalize your e-mail offer by adding a comment that recognizes a customer’s five straight years of patronage. Or, you can refer to recent customer transactions by recommending complimentary products for purchase.
Or, you can incorporate maps or directions to the nearest store or facility. You can reference important dates such as an expiration date. Personalization works because your subscribers feel like they already have a relationship and the dialog is a one-to-one conversation. The goal is for it to feel real and not faked.
The more you personalize your e-mail marketing campaign with information from your database, the more important it becomes to have the correct data. Errors in your data can damage your campaign by showing how poorly you know the recipient instead of how well. Always have default information to substitute in case you are missing data.
You can write your copy so that substituting this default text maintains the flow of the copy. Also, respect the privacy of the recipient and avoid the use of any sensitive information such as financial or health status.
John Bradley Jackson
The BirdDog Group