Podcast

Why you should personalise your e-newsletters

Contrary to what you may have heard, email marketing remains a highly effective strategy and a core component of content marketing. Email is inexpensive, easy to measure, and allows you to reach a lot of people with a personal message, fast. It’s because of these reasons email can be used to promote your business in a variety of ways. 

And while most of you are probably already using email marketing, many of you might not be taking advantage of e-newsletters best feature: personalisation. Here’s how you can make your emails more personalised and as a result increase your engagement and subscriber list.

Use a plain text format

Plain text emails are less time and resource intensive and less likely to be blocked by SPAM filters. They also feel more personal like you just received an email from a friend. Plain text emails put the emphasis on your words, and words sell. If you’ve put in the effort to craft copy, why dilute your message by placing it in between large brand headers and large images?

Ask a question in your subject heading

Subject lines are still very important, especially for open rates. But they’re also important for letting your customers know you understand their problems and have something that can help them. So, keep your subject headings short and punchy. Make sure your message is understandable with only a few words. And don’t use product, event and service names as your subjects. You wouldn’t send a friend an email with the subject: Kookaburra Bubble 500, would you?

Go beyond the “Dear [first name]”

People love seeing their own name which is why it’s important to collect people’s first names when people sign up for your e-newsletter list. But most people are aware of how easy it is to collect names so in addition to the typical: Dear [First Name], find other places where you can add personalisation. You could include details like your customer’s company name or information about a recent purchase. Would you normally share personal information for the sake of it? Don’t use data in your emails unless it adds value.

Segment your lists

You should always tailor your messages where you can. The easiest way to do this is to segment your list. Your readers don’t need to receive every email you send, especially if the content isn’t relevant to them. Assume people don’t care that much about you. Before you send your newsletter figure out what’s in it for your reader: a special offer, exclusive information or company updates. If you don’t care to read your own email, why would they?

Get the most out of your email marketing by using these tips:

  • Be creative
  • Make it personal
  • Play by the rules – don’t SPAM
  • Include social media sharing buttons
  • Use engaging subject lines – no sales-y stuff, please!
  • Make sure your email is mobile-friendly
  • Send at the right time – weekends are best
  • Include a call to action