The customers and consumers value any treatment that feels special and will always value a personal level relationship with their favorite brands. This means that general email marketing cannot influence them to buy.
Therefore, you will need to develop a customer relationship and get to know their needs, weaknesses, and goals, and then use that information to deliver them a personalized experience. Below, we will help you understand the importance of personalizing your email marketing and how you can use it to outperform your competitors.
Improves Customer Engagement
Many email marketing campaigns do not mind their customer requirements and focus only on sales, which results in minimal engagement. Personalized, customer-centric content is essential in increasing your email marketing campaigns engagement. If consumers’ emails are personalized to their interests, up to 79% of consumers will engage with those messages.
74% of marketers believe personalization increases customer loyalty. 82% of them say they saw an increase in opening rates after personalizing their emails. The Campaign Monitor confirms this, portraying that emails with a personalized subject line receive 26% more open rates.
This should not come as a surprise, as it is clear that consumers probably open an email sent to them directly rather than a generic topic. Open rates are not the only ones that improve when your email communication gets personalized.
Email personalization has assisted 75% of marketers in getting high click-through rates too. Aberdeen research has shown that personalized email gets 14% high click-through rates.
Increases the Conversion Rates
Personalized emails are full of relevant and helpful content for prospects, which increases the likelihood of making purchases by opening and reading the emails. When using personalization, 93% of companies get higher conversion rates, according to Econsultancy.
Studies have also shown that personalized emails achieve 10% more conversion rates than those that are not personalized.
Reduces the Sales Cycle
By personalizing your emails, you can take advantage of your customers’ information to lower the sales friction, improve the leads development process, and minimize the sales cycle. By personalizing emails sent to you by customers, you ensure that you are offering the exact services or products they require and avoid making them angry with irrelevant offers.
In addition, personalization improves your leads’ development efforts by offering them content that helps them solve their problems and meet their goals. You can therefore reduce the customer acquisition costs by around 50% through personalization.
Improves Revenue Generation
According to Segment, 44% of consumers repeatedly buy from a brand after shopping personalization, while 40% say they bought costly products than expected based on their personalized experience.
Through personalized emails, online retailers make more than fifty percent of their revenues related to emails. 53% of marketers report that with personalized communication, the existing customers have had a significant impact on business revenue, leading to revenue growth of 20%.
Builds Brand-Customer Relationship
62% of consumers like responding to personalized brand messages. Personalized email campaigns allow you to build a stronger audience’ relationship, allowing you to get to your customers with the correct content at the correct time.
By sending customers the educational content or product recommendations they need to solve their problems, they can develop trust and strengthen customer relationships. It also assists buyers in developing a more positive brand image.
Anniversary emails, educational emails, and birthday emails are examples of personalized emails you can use to build a deeper relationship with your audience. 31% of consumers say their online shopping experience should be more personalized than it is today. They are frustrated with impersonal shopping experiences.
Consumers aren’t afraid of sharing their behavioral and personal information if it makes shopping easier or cheaper. About Segment’s research, just 22% of shoppers are satisfied with the personalization level they currently acquire online shopping.
It means there’s room for great improvement when offering shoppers personal experiences. This helps you satisfy your customers and separate your business from the other competitors.
Enhances Product Recommendations to Customers
Brands have been offering their customers’ product advice for years. However, if this advice is irrelevant to customers, it can result in more harm by annoying customers, causing the development of a negative brand image.
Personalizing product recommendations solve this problem. 80% of shoppers say they like personalized branded product advice. There is up to 40% likelihood to see recommended products, based on the information shared with the brand.
91% of consumers say they probably make purchases from brands with personalized recommendations and offers. They are also willing to pay more as they gain personalized experience.
Furthemore, 49% of shoppers purchase products that they did not require at the beginning after this recommendation. Product personalization recommendations assist shoppers in getting products that solve their problems, introducing them to products they did not know they required, and make the whole shopping experience easy.
Improves Brand Loyalty and Customer Retention
Studies show that many consumers only need to make purchases from brands that are paying attention to them. Branded personalized content bears a positive impact on the way consumers perceive your brand.
Personalization assists in trust-building and ensures that customers always feel comfortable when purchasing from you repeatedly. In addition, 87% of consumers say personalized experiences increase brand loyalty, leading to repeated purchases and referrals.
Loyal customers behave like ambassadors for your brand and recommend the brand to their relatives or friends. Also, customer loyalty makes the customers positively review your products even in gatherings and meetings.
Final Thoughts
Email personalization is important if you want to make significant gains from email marketing. Many consumers won’t even interact with your email if you don’t tailor it to their requirements or interests. Personalizing emails can improve click-through rates, reply rates, and open rates.
It also increases the likelihood that prospects will purchase from you after going through the email. Personalized emails achieve 10% more conversion rates than non-personalized emails. By personalizing your emails, you can lower the sales friction and your selling cycle. This will make it easier for you to nurture your leads by providing them with useful content.
