Analytics are a big focus of email marketers. They know that to have an impact on their revenue, they need to drive analytics in the right direction.
To do this, personalisation is key. Nothing has been proven more effective than this. Studies have shown that online shoppers love it when their individual needs are catered to by marketers, with 86% of consumers claiming that personalisation plays a role in their purchasing decisions and another 80% of consumers stating receiving recommended products based on previous purchases in an email is something they like.
Personalised Subject Line
A personalised subject line has been proven by Experian to increase open rates by 29.3% across all industries. Because of this creating a personalised subject line is one of the first things that marketers implement.
Experian’s Shelley Kessler commented about how today’s consumers “expect their interactions with a brand to be dynamic and personally relevant,” She continued “A brand that recognizes a subscriber by name in the subject line of an email is able to establish an immediate, personal connection with that subscriber and that is reflected in our research.”
Personalised subject lines aren’t just about including the recipient’s name, they can go far beyond this and probably should.
Adam Q. Holden-Bache says on the American Marketing Association site “Don’t think of personalized subject lines as being ones that include a recipient’s name only, using other data points can produce huge lifts. Consider using data such as the recipient’s geographic location, job role, last purchase, company name or personal interests.”
Using Behavioural Content
Personalised email messages have been reported by Aberdeen to improve click-through rates by an average of 14%, with behavioural emails proving to be particularly useful in driving click throughs.
Donte Ledbetter at appboy said “Behaviours are important for creating rich and contextual experiences for customers, customers are more likely to respond to and expect messages that are relevant to their behavior.”
Ledbetter also suggested follow-up emails from purchases are more likely to find their way to particularly receptive customers.
“If you just made a purchase, there’s a good chance you might open an email that contains follow-up information like receipts, shipping information, and add-ons to help you enjoy the product you just purchased,” she writes. “Using actual customer behaviours to trigger messages is a great way to provide value at the exact moment a customer is expecting it.”
An example of this can seen from Airbnb, where they apply a compelling twist on the familiar cart abandonment message.
Brandon Gains from SaaSquach comments on the Airbnb example saying “Airbnb sends customers an email one day after they view a listing but don’t complete the booking,” Gains writes. “They pull in the exact listing the customer viewed one day earlier as well as relevant listings in the same price range and location. This addresses the plague of shopping cart abandonment in a highly personalized way that leads the customer back to the product so they can pick up where they left off.”
Include Customer Account Information
The most important analytic in email marketing, as it is for every industry is revenue. Customers, such as ones that have signed up for loyalty programs are the key to this. By reminding customers about your meaningful relationship in your message, you secure this.
A great example of this approach is from Hilton. They delivered a hyper-personalised email to their loyal Hilton Honours members. This email featured the story of each’s members travel history with the brand, which included information such as the number of hotels visited, number of stays and more.
The results of this proved to be a major success, with open rates up by 70%, click-throughs by 37% and the campaign yielded a $82 per-click conversion rate.