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The Power of Personalization
Have you ever fallen into the technology trap of doing something just because you can? Technology makes it very easy to personalize bulk email communications, but it is important to consider whether you are personalizing correctly.
Personalization is powerful because people respond when they feel special. When used correctly, personalization can result in messages that make the recipient feel like you know them and have taken the time to learn about their interests. A 2002 study showed that using personalization in email marketing generated customer response rates of 14.8 percent, as compared to 4.7 percent without personalization. The same study found that unsubscribe rates were three time higher for non-personalized messages.
This month I'd like to share some tips for personalizing your bulk email communications.
Compare the two following statements:
Dear Bob,
Our newsletter this month will focus on projectors, and how to choose the right projector for your needs. The projector is an essential tool for speakers and trainers. A good projector that is well-matched to your presentation needs can help you to inform and persuade your audience, while a bad projector can decrease your effectiveness. Our pick is the Panasonic PT-L6600UL, with a dual lamp system and a 400:1 contrast ratio.
and
Dear Bob,
Our newsletter this month will focus on projectors, and how to choose the right projector for your needs. Bob, t he projector is an essential tool for speakers and trainers. As you know, Bob, a good projector that is well-matched to your presentation needs can help you to inform and persuade your audience, while a bad projector can decrease your effectiveness. Bob, we have compared projectors and have picked the Panasonic PT-L6600UL, with a dual lamp system and a 400:1 contrast ratio.
While the content is fictional, I have seen emails over-personalized to this extent. Note how in the second paragraph, the intention may be to try to establish rapport, but it comes off sounding like a sweepstakes letter. The first paragraph is far more professional and easier to read.
Use personalized salutations selectively. Don't sprinkle them through your entire email just because you can.
While most companies use personalized salutations liberally, they then tend to finish their newsletter with "ABC Company", or "The Staff at ABC Company".
Do your customers have personal relationships with representatives of your company? Why not ensure that each customer receives emails from the representative that they are familiar with?
This makes your communication not only personalized, but also personal.
Dear Bob,
I'd like to thank you for joining our VIP Club. As a welcome gift, you will soon receive a selection of new release DVD's in the mail. I hope that you enjoy these and I will see you soon at the Club Lounge.
Kind Regards,
Jack Smith
Personalising the "from" address of the email in the same way can also help you to get your email through email filters and white lists.
While a personalized greeting is nice, consumers today have come to expect a higher level of sophistication from the companies that they deal with.
A customer who is in the market for a house in a certain price range will not appreciate being sent information about houses worth four times their limit. It is so easy to use technology today to ensure that you send only relevant information to each customer.
Some examples of this include:
- Sending information about products in a certain price range
- Sending different information to subscribers in various geographical areas
- Sending information about products related to items that the person has already purchased
- Varying content according to the subscriber's age, or stage in life
In general, personalisation should be achieved in a subtle way. In our age of privacy concerns, the last thing you want to do is send a message like this:
Dear Bob,
We thought that your 8 year old daughter Jenny would like to play with this toy in your backyard in Manly with your dog Rover.
Most people do not like to feel like you are gathering large amounts of personal information about them. Information about health, finances and family should be treated the most carefully.
Lastly, sending a personalized email with incorrect information can do more harm than good. It is vital that any information that you do use is up to date and accurate. Here's some common personalization mistakes:
- The email is addressed to "Dear Bob and Betty", where Bob is now divorced and re-married to Jill
- The email is addressed to "Dear Bob and Betty", where Bob has never been married to a Betty, and has in fact been married to Jill for 50 years
- The email is addressed to "Dear Bob" but is sent to James.
- The email contains information about a person's membership in a club, and is either sent to the wrong email address, or contains incorrect values.
- The email is addressed to the right person, but their name is spelled incorrectly
Encourage your subscribers to keep their information up to date with you, and ensure that you record any changes that are reported.
Personalisation is indeed powerful. Done correctly, it has the power to help you connect with your subscribers and obtain their trust and loyalty. Done incorrectly, it will alienate your subscribers and could potentially land you in privacy hot water.
Plan your personalization, personalize with a purpose, and always, always, make sure your information is accurate.
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