Is There Such Thing as Personalised Email Overkill?

Email Marketing Personalisation Header

It’s no surprise to anyone that the changes in technology have changed the world of marketing. The use of the internet, social media and cookies mean companies are able to collect increasing amounts of information on their customers (in compliance with GDPR laws of course!). Using this to personalise marketing efforts in a bid to convert to a sale.

It’s important for us marketeers to understand how to use customer data effectively and how to avoid spamming. So, let’s go ahead and give you a quick whizz through the power of personalised emails and how to harness it.

Why is it so effective?

Personalisation gives customers the impression they are receiving something tailor made, strengthening the idea that the company understands them. It’s clear that using this approach in email marketing has a positive impact on engagement and conversions, here are some interesting statistics:

Where can it go wrong?

With so much data collection out there, it can be overwhelming figuring out where to start. Besides using basic information such as names, you can personalise emails based on behaviour, either derived from browser activity or purchase history. It’s here where the juicy data is and tapping into this can make a huge difference to the effectiveness of your personalisation efforts. However, this is where so many can marketers go wrong; often grouping their audience into large segments of data and forgetting about the individuals at the core. Grouping data like this can lead to incorrect assumptions about a consumer’s interests and therefore, personalisation can miss the mark completely.

Consumers are actively aware of this when it happens too. Almost 60% recognise when they are being promoted products or services they would never purchase and 40% perceive incorrect personalisation as creepy. Errors like these can lead to unsubscribes, loss of customer loyalty and even damaged brand images.

It’s easy to get over-excited with personalisation, and this can lead to spamming your database. Ask yourself, just how many emails are you sending a month? If it’s more than 3, then chances are your audience already feel they are being bombarded. Proof that it really is quality and not quantity! This is something you really want to avoid as it is the main reason people unsubscribe from emails.

How to use personalisation

There are several ways that this can be incorporated into your email marketing including personalised subject lines, opening lines and CTA’s. Whilst these are all great examples that can be easily executed, there are some very clever ways to incorporate personalisation.

TIP: With subject lines, it is so much more than plonking a name in there!

Segmentation

You can create email lists by dividing up your database into small segments based on specific criteria and demographics. Depending on your data capture, you could build lists based on location, purchase history or even email activity.

Smart or dynamic content

Some email marketing platforms allow you to toggle blocks of content, so individuals meeting certain criteria will see a different version. This means that you can build one email that has multiple versions, triggered by each individual.

Automated emails

These are almost built entirely on each customer’s journey, and so it is essential that personalisation is integrated here. This combination can allow you to build customer loyalty and ensure you are capturing them at the right moment.
You can read more about the importance of email automation in another one of our blog posts.

So, to answer the question, is there such thing as personalised email overkill? The answer is yes. But now you know how to avoid this and instead, use personalisation to feel more connected to your audience than ever before. When done correctly, your customers will feel as if you understand them and increase retention and loyalty overtime and with that in mind, it’s time for you to get personal.