Marketers are the genius behind your email campaigns, but customers are always a step ahead. Customers today can easily detect cosmetic personalization. Just by mentioning customer’s first name or by adding a demographic reference in the email doesn’t make your campaign personalized. Such tailored campaigns neither help marketers to create strong first impact nor long-lasting engagements. Moreover, wrong and basic personalization can raise eyebrows for your email campaigns and threaten your credibility as a marketer.
According to a recent study conducted by DMA, 60% of marketers cope to personalize content in real-time, yet 77% believe real-time personalization is pivotal, and most are planning for real-time technologies that can help improve personalization efforts with more relevant data.
Making Sure you are Channelizing Your Communications to Opt-in Contacts Only
Whatever be the level of personalization you intend to use– your campaigns are bound to fall flat if you are not ensuring that you are targeting profiles that have opted in for your marketing initiatives.
Email marketing has been a long-established practice for businesses’. It is one of the most widely used marketing tools and has improved its efficiency over the years.
With every email, there may be hundreds or thousands of recipients who are forced to ignore the message simply because they do not have an account with your company.
So, opt-in contacts data is the way to go!
Why “Real-Time” Personalization Will Work for Your Email Campaigns
Let’s focus on some email marketing statistics to delve how emails are more effective with personalization.
- 74% marketers claim that targeted messaging and personalization of emails improves customer engagement rates. (eConsultancy)
- Segmented, targeted and personalized emails generate 58% of total business revenue. (DMA)
- 50% of companies think an increase in personalization can increase the interaction within an email. (Experian)
- Personalized email messages get an average of 14% click-throughs and 10% conversions. (Aberdeen)
Clearly, email still is one of the most preferred, reliable and effective channels of engagement for marketers. Among all marketing channels it has the highest Return on Investment percentage – 3800% (by 2016 statistics).
Importance of Sourcing Segmented Data for Email Campaigns
Your email marketing is already generating clickable links. What could possibly be more valuable than that? Well, email marketing can generate more revenue for your company if you utilize customer segmentation.
It also makes it easier for users to receive emails that speak to their needs and interests by selecting and provisioning the most relevant content crafted for personalization at a granular level.
Segmentation can be in various formats. It can be based on Demographic, Tecnographic, Firmogarphic, and even Psychographic segmentation. Sourcing data with these attributes can prove to be an arsenal for marketing success.
Better yet, with segmentation, you’ll never miss a sales opportunity because prospects are always on the lookout for better deals and bargains, and you will be in a better position to align your products and services effectively.
Real-time: The New Talisman for Email Campaigns
Marketers now feel the need of real-time email marketing which demands contextual data to make personalization more effective. By adding real-time data to the email marketing equation, marketers enable achievement of enhanced relevance. Real issues are on the plate which spark genuine interest for readers. But only a handful tap into real-time data’s full potential and use it in the right manner.
Many fail to meet the real objective which is to provide relevant experiences, value, and utility at the right jiffy in the customer journey to delve customer preferences. In order to deliver supreme personalized email campaigns, you need access to sources carrying sophisticated data.
It is a challenging task to achieve such data without appropriate technologies and data management services, organizing and constantly updating real-time customer database. But marketers who make the effort to collect such data get rewarded in terms of ROI and revenue.
A brilliant way to understand real-time email marketing campaigns is to follow successful e-commerce sites and observe by putting yourself in the customer’s shoes from time to time. Once you visit their website and subscribe, they know all about you. You get tailored emails based on your last activity on the web.
Customer empathizing works as a three-way Insight:
- It is a first-hand competitor analysis
- It gives you an idea of the latest consumer trends in the market
- You know the accepted standards of a buyer’s journey path
Words of Wisdom
However, not all industries operate in the same manner. What works in Oil and Gas industry may not work for FMCG! But keeping in mind the incredible performance of email marketing in almost all the sectors especially in the B2B domain, the importance of real-time data and its effective usage in all your email campaigns cannot be ignored. Hence to make your campaigns more personalized and real-time, upgrade your marketing moves according to times and choose informed sources for collecting customer data. Pay more heed to what the customer has to say. That’s key to any meaningful engagement.
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