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Personalizing Your Emails and Content

October 22, 2020 | Metric Marketing

Personalizing Your Emails and Content 2

If you’re reading this, you’re probably somewhat familiar with marketing through email and content.  When trying to reach a larger audience, email marketing may be used to reach a broad range of people to send advertisements, request business, or solicit sales. Overall, content and email marketing are useful because they allow you to group customers or clients together based on different preferences with highly personalized content.

What is Email Personalization?

Personalization is an important technique used in email marketing. According to HubSpot, email personalization is the #1 used tactic by email marketers to increase their engagement and click-through rates (CTR). When you can tailor an email based on the information collected from your audience, it will make your customer feel like the email was curated specifically for them.

In addition, personalized emails should always be followed by a personalized landing page. With a personalized landing page,  your customer’s level of trust in your business will continue after they click through your email.

What is Personalized Content?

Content personalization is a strategy which relies on visitor data to deliver content based on audience preferences. It is important that companies tailor their homepages and post-click landing pages to fit their audience. Content personalization relies on the following variables:

  • Gender
  • Age
  • Location (city, country, or region)
  • Device used (phone, tablet, desktop, Mac, or Windows)
  • Visitor frequency
  • Purchase history
  • Session behavior (page views and clicks)

Content can be personalized by taking these factors into consideration. You can increase your ability to have a higher CTR when combining customer variables into a landing page that will keep them coming back.

Tips for Personalizing Your Email and Content

Now that we know email and content personalization can drastically improve your CTR, here are some simple tips you can follow:

  • Ask questions when issuing sign-up forms
  • Send frequent surveys
  • Address recipients by their names
  • Schedule emails to send at appropriate time for recipient’s time zone
  • Send emails based on rewards programs to increase return
  • Assure landing pages coincide with audience preferences

These simple steps can make email and content marketing effortless if applied correctly, and can increase your website’s success.

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