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Home » Contributors, Erika Taylor Montgomery, Marketing, Social Media

Email Marketing: How to Personalize Your Campaign

Submitted by on July 24, 2013 – 10:00 amNo Comment
Social media may be the cool kid in town, but email is the hipster kid who’s making his own way back onto the block.

Social media may be the cool kid in town, but email is the hipster kid who’s making his own way back onto the block.

The old saying is true, “you never get a second chance to make a first impression.” So it’s very important when creating your business email marketing campaign that you personalize your outgoing message. Even in an age where social media is becoming an increasingly popular way for people to read news and communicate with one another, we still field dozens, if not hundreds, of emails a day.

A study from Custora showed email marketing appears to be making its way back into the hearts of the consumer and marketer. Basically, social media may be the cool kid in town, but email is the hipster kid who’s making his own way back onto the block.

Make Emails Personalized

So how much time do you have to get someone’s attention and keep it if they are screening hundreds of emails? Literally seconds. If you don’t make a connection with the intended reader immediately, you may never get a second chance. Far too many companies send mass, generic emails that more often than not end up getting junked out of habit. Instead of falling into the trap of sending the same email to all your readers, add a touch of personality and craft emails targeting specific users. Personalized emails are the ones that get people’s attention.

Put Yourself In Your Reader’s Shoes

Similar to making your email marketing campaign more personalized, try empathizing with your customers. This will help you achieve a deeper connection with them. Before sending an email, take a step back and anticipate the feeling and emotions of the reader.

For example, if your email is focused on a new product make sure to exude enthusiasm, but at the same time, remember that the reader may not feel the same as you. Meaning, you shouldn’t over do it. Tailor your message appropriately so you come out sounding excited, at the same time showing the reader why they should be excited too.

Still a bit confused? Check out MailChimp’s Voice & Tone guide, it can be a useful tool in figuring out the appropriate style to use when making emails personalized and how to send out different types of emails.

Provide Your Readers With Value

Just like with social media, you may want to shout to the rooftops that your business is great and these are all the reasons why it is, through your email marketing campaign. But to a reader, you saying your business is great isn’t providing them with any useful information. Within your email you not only need to show your business off, but you need to provide the reader with helpful information. For example, if your business is about finances, think about including a recent article or two about that particular topic that readers may find useful. This will help keep your reader interested and opening your monthly emails.

Remember, it takes skill to put together a great email marketing campaign. Personalization is key to your success, so make sure you choose your words wisely and provide your readers with a product they’ll love!

Three Girls Media & Marketing Inc. is a public relations and social media management agency with teams in Silicon Valley and the Seattle area. We love working with small and emerging companies across the nation to raise their brand awareness and name recognition. I offer a complimentary 30-minute phone consultation and can answer your questions and discuss your specific marketing needs. Email me today at Info@ThreeGirlsMedia.com to arrange yours! 

Photo Credit: Matt Blasi Design & Photography

 

Written by Erika Taylor Montgomery
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