Even though social media and instant messaging apps have become the center stage regarding communication, email is still a prevalent channel even in 2021. However, with casual and personable communication present on the aforementioned platforms, people’s perceptions and expectations from email content have changed.
According to Forbes, personalized emails are 26% more likely to be opened, with 71% of people stating that personalization has affected their purchase decisions. Data by Business 2 Community also shows that 51% of marketers find email personalization challenging, however, approximately 90% of US customers found said personalization appealing. How can we use personalized writing to achieve better success bridging the gap between brands and end-customers in 2021? Let’s discuss that and more in the following segments.
Reasons to Personalize your Emails
Why should you invest time and resources into email personalization in the first place? Based on 99 Firms, marketers use 30% more personalized emails than impersonal on average, with 49% of professionals opting to personalize emails rather than not. In addition, personalized emails improve open rates by 22.63% and have 14% better click-through rates based on research done in 2019.
There are practical, objective reasons to write personalized emails as opposed to impersonal, mass emails which may or may not yield the desired results. Paired with Supreme Dissertations, a reliable online writing service, you can craft far more engaging emails with better ROI with personalization at their core. In addition, some benefits of personalized emails you can look forward to including but are not limited to:
- Build long-term relations with your mailing list
- Lower unsubscribe numbers and grow your conversion rate
- Easier time re-engaging existing and incentivizing cold leads
- Adjust your personalization tactic based on audience segment/campaign
- Reinvent your email writing strategy without additional costs
Writing Personalized Emails for Customer Success
Ask the Important Question – Who is the Email For?
The essential component to a successful personalized email campaign is to target your audience correctly. What buyer’s persona does your target audience fit into, and how can you cater to their needs as best as possible?
To answer that, you should create a buyer’s persona based on your business’ portfolio and determine who your optional client or customer is. What is their professional background, what lifestyle do they adopt, and what kinds of lives do they live? Answering these questions will bring you a step closer to finding out who to write your personalized emails for. Catering to the specific audience’s needs will drastically improve your emails’ open and conversion rates.
Your Subject Line Matters More than You Think
Given how many people use smartphones and tablets to access their inboxes, the emphasis on writing a good subject line has increased over time. Subject lines are de facto make-or-break elements of personalized email writing, and as such, yours should be as professional and appealing as possible.
You can write a call to action or question into your subject lines and use the recipient’s first or last name to punctuate the personalization effort. However, you should avoid using special characters, all-cap words (apart from perhaps your branding), as well as false claims and clickbait. These will cause people to mark your mailing address as spam which will cause services such as Gmail to flag you as spam by default.
Write Personalized Pronouns throughout your Copy
To make your emails as personalized as possible, personal pronouns should fit into your writing strategy. Words that address the recipient by name and treat them as more than just another email on your list work wonders for customer success.
The pronouns you should actively use include “you”, “us”, “we”, “yourself”, etc. These will make your email much more engaging to read given that the reader is no longer just a passive observer but an active participant. Likewise, you can use Trust My Paper to ensure that your writing is free of proofreading or formatting errors prior to sending your personalized emails.
Pair Writing with Representative Visuals & Resources
A great way to build credibility with your recipients through personalization is to extend your efforts to multimedia and other resources. Including personalized images and videos in your emails will signal that you indeed care about the user’s experience with your brand.
Similarly, including eBooks, PDFs, or hyperlinks to your blog posts will allow them to engage your brand further at their own leisure. This can significantly improve the appeal of using your brand’s products or services, in addition to building a positive brand image for your business. Make sure to use only original and personalized multimedia in your emails. However, using stock photos or videos will fail to achieve the personalization effect.
Analyze your Personalized Email Metrics to Grow Further
Given that you are likely to run email campaigns in a team, you should also consider using shared mailbox analytics to further improve your personalization. Using a dedicated platform to do so will enable you to track email analytics and learn from how people interact with your content.
This will help you determine what works and doesn’t work in your personalized email writing, allowing you to spruce up any unwanted bottlenecks early on. A shared mailbox can also serve to track email opens as well as coordinate email campaign operations with your coworkers from a centralized hub. Combined, these features will streamline your marketing efforts and let you focus on what matters the most – writing personalized emails.
Personalization is the next logical step in making sure that email marketing remains relevant in today’s day and age. While it may seem unprofessional to address your recipients by name or a personal pronoun, they are quite used to casual communication and personalized writing.
Get a feel for who your audience consists of and start adjusting your writing strategy to meet their expectations. Before you know it, you will have found a perfect middle ground between professional, sales-oriented correspondence and personalized writing which will benefit both parties.