We have all been the victims of an impersonal email. One where you knew the goal was to sell their services to you, no matter what your situation, issue or need is. Personalizing an email can help you prevent this. However, this takes time and that is often one of the main reasons why companies don't do it. There are handy tools that you can use effectively, so that you too can benefit from it. Let's dive into this.
Remember the times you received an email that had your name in the greeting? How many times was the information in that email actually relevant to you? Chances are that it wasn't and that you have not even responded to it. Your customers are no different and they know right away that you are sending the same email to multiple receivers. Even if the information is a great offer to problems they or their company is experiencing, they won't engage when they feel like a name or a number on a list.
Now, this doesn't mean that you can't use any templates at all. It means that, while creating a template, you need to make sure you drop in things that are unique to that customer. Having fill-in-the-blank areas in your template that require you to personalize the email each time you send it will make the recipient feel like you wrote the email just for them.
Another way to easily personalize an email is to add personalization tokens. When using a good marketing tool, this could be anything: a date of birth, recent deals, first or last referring to your website or even their Twitter username. Can you imagine how personal that must feel for your recipients? I dare to bet your conversion rates will go through the roof.
The last important thing to remember is that you should always try to refer to your recipient twice as often as you refer to yourself. Make sure the email is primarily about them and their business. Your ability to help them will only matter if you can prove that you understand what they need help with. How you do this is up to you. You might want to add in a few blank lines up at the top so you can refer to a previous conversation, or add a few lines at the end to refer to an upcoming meeting.
Getting excited to try it out and boost your conversion rates? Set up a meeting with me and I am more than happy to chat with you about how you can benefit from personalizing emails.