Practical eCommerce – Email Marketing: 3 Ways to Increase Relevancy
By: Practical eCommerce
An email marketing message needs to be relevant to its recipients to achieve maximum results. Relevancy can be a simple as inserting the recipient’s name in the subject line or salutation. But it can be much more dynamic than that, too. It can include recommendations based on past purchases and browsing habits, or even date-triggered messages.
Below are three easy tools that you can implement to increase the relevancy of your email marketing communications.
Basic Personalization
The biggest misnomer about personalization is that it’s simply inserting person’s first name in the subject line or within the body of an email, as in “Dear So and So.” Although this is a basic example of personalization, it can include any element in your database that is unique to that recipient. Personalization, in its basic form, is really using any detail you may know about a person to append into the email body or subject line that is specific to that individual. This can be the town or city he or she resides in. It can be his or her birthday, a pet’s name, or a specific purchase in the past. The more you know about an individual, the more you can personalize the email to tailor to his or her personality, which increases the relevancy of the email.
Almost every email service provider will have basic personalization capabilities — to insert any single element of your database into the body or subject line of your email. It is always important to have a default value in case the data element is missing in any of your records to avoid display errors. For example, use a default value like “Customer” for first name. That way, if the person’s first name is missing from your database, it will display “Customer” instead of simply a blank space.
Want to check out the who’s who and what’s what of email marketing?
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