Posted by Matthew Croghan in B2B Lead Generation & Sales Development
There is no doubt that we, as a society, are inundated with email.
Email marketing and outreach has proven to be a great way to communicate in mass quickly.
But everyone is doing it.
As a result, our inboxes are filled with clutter.
And, that goes for every inbox – Gmail, work, LinkedIn, Twitter, Instagram, Facebook – and the list of emails grows and grows.
If you’re trying to reach the perfect prospect or lead, chances are you’re competing with everyone else who is trying to reach the exact same lead.
So, what do you do?
Email personalization is the answer.
You have to do it better, smarter, quicker and faster than the competition and here’s how.
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Why Should You Personalize Emails?
It definitely takes more than inserting a potential customer’s name into the subject or greeting line.
Current email marketing techniques and approaches can seem canned and impersonal. If you want to reach prime prospects, you need to delve deeper and that is where personalization counts.
You may be sending emails out in mass and automation is wonderful. But you want each and every recipient to feel like they are the only one reading that email.
Personalizing email campaigns means segmenting your potential market into pieces and guiding them through a concise and effective sales funnel.
Automated email and marketing campaigns should have a personal touch. They should include a message that speaks directly to them.
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What is Email Personalization?
Email personalization is an outreach strategy that allows businesses to accurately target prime prospects.
The information a business might have about any given individual could be something as simple as a last name, age, or geographic location, but the combination of data can help delve deeper to reach the right customers.
Something as simple as knowing your target’s birthday and sending them a personalized message can resonate and help you connect with your core audience.
Yet, personalizing emails isn’t limited to making cold outreach campaigns more effective.
It’s not always about engaging brand new leads and prospects.
It could also mean re-engaging existing customers.
“It can cost five times more to attract a new customer, than it does to retain an existing one.”1 Your existing customers are your customers for a reason so identify ways to extend your reach either through upselling or adding additional products or services.
If a customer has gone missing for some time, a properly timed and relevant email can help bring them back into the fold.
There are countless ways to personalize messages and reach prospects.
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Why is Email Personalization Important?
Today’s customers want to know that you have their best interest in mind.
It’s incredibly important for businesses to use email personalization as a way to make customers feel safe.
Personalized emails can show a customer that you not only know who they are, but also understand their reason for needing a particular product or service. Personalization makes prospects feel like they aren’t just another face in the crowd.
Marketing teams have the unique ability to use email personalization to create timely and relevant campaigns and connect with both new and existing audiences.
Top Email Personalization Tips
Don’t be generic. Subject and greeting lines that start with hi friend or dear loyal customer scream generic email blast. Prospects will most likely see it as spam and delete your message right away.
The more personalized the better chance of receiving an open rate. People are turned off by generic and canned email communication.
Use attention grabbing headlines. You want to hook potential customers and evoke the initial open and click through response.
Create the relationship. Customers want to know that you care. Show this from the beginning and initiate the steps to make a personal connection.
Respect the Sales Process. You may not always make the sale immediately. Making a connection is the goal and it’s a process that takes much nurturing and cultivation to grow.
Why LinkedSelling?
CThere are many choices out there and it’s not easy. Sometimes you just need more information. At LinkedSelling, lead generation, sales development and email personalization are important to us. We’d love to answer your questions and give you the information you need to help you make an informed decision and create a deeper connection with your prospects and customers. Request an invite to make LinkedSelling your turnkey partner today!
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