Best Practice #2: Personalize Where Appropriate

10.03.2016 |

Episode #8 of the course “How to do email marketing the inbound way” by HubSpot Academy

 

Your second best practice is to personalize where appropriate.

Just because your email is going out to a hundred, a thousand, or even a million contacts doesn’t mean it has to feel impersonal.

You want to create the impression that you are speaking directly to your lead. You don’t want them to feel like you’re sending the same thing to hundreds or thousands of people; address them personally so it feels like a one-on-one conversation.

Here are a couple tricks to give that email a contextualized, personal feel.

First, consider sending your email from a real person, not the name of your company. Why? Because people like doing business with other people.

During several A/B tests we ran on over 50,000 recipients, we found that personalizing the sender’s name and email address increased the open rate an average of 3%.

Our tests showed that personalization works, but we’ve also found that using a person’s name and a company name together as the sender works well too. You’ve just got to A/B test what works best for your particular company, brand, and industry as well as what’s ideal based on who you’re sending emails to.

Any marketing software worth buying should allow you to personalize your emails based on information you know about your prospects. You can personalize any contact propertyfirst name, last name, email, or company name. Whatever helps you better target your contact database, use it!

Personalization can have a huge impact on your engagement. Check out some of these stats:

  • Leads who are nurtured with targeted content produce a 20% increase in sales opportunities.

  • 40% of consumers buy more from retailers who personalize the shopping experience across channels.

  • Personalized emails improve click-through rates by 14% and conversion rates by 10%.

 

Recommended book

“Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses” by Joe Pulizzi

 

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