Personalised Email Marketing – Keeping Your Email Subscribers Happy And Engaged

Personalised email marketing – how do you keep your subscribers happy and engaged?

These days, a generic, one-size-fits-all email, newsletter or automated email sequence just won't cut it anymore. In fact, it might be negatively impacting your business more than you realise! As an email marketing expert, in this blog post I cover why personalised emails aren’t just a recommendation of mine, but a total game-changer for your email marketing strategy.

A recent report reveals that a massive 94% of customers actually do something about a non-personalised or mistargeted email they receive and will take at least one of the following actions –

• 68% automatically delete the email.

• 54% unsubscribe from the mailing list.

• 45% categorise the email as junk or spam.

• 29% become less willing to buy products.

• 13% visit the website less frequently.

• 10% never visit the website again.

Yes, you read that right! 

So, what can you do to avoid this email marketing faux pas and keep your valuable subscribers happy and engaged? Read my four personalised email marketing tips below –

1. Tailor Messages and Promotions by Audience Segment 

Understanding your audience is really important when creating personalised emails. By segmenting your subscribers based on various factors such as demographics, purchase history and preferences, you can tailor your messages and promotions to the needs of your audience. This targeted strategy will ensure that your content resonates with the interests of each segment, enhancing engagement and response rates.

2. Recommend Products or Content by Audience Segment

Leverage customer data to understand the preferences of your audience segments. Recommending products or content tailored to these preferences not only increases engagement but also boosts the likelihood of conversions. Personalised product recommendations showcase that you understand your customers' needs, fostering a sense of connection and loyalty.

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

3. Send Triggered Emails Based on Visitor Behavior

Visitor behaviour is really valuable for your insights and you can use email marketing platforms like Klaviyo or other email marketing tools to track how visitors interact with your website. For example, did they abandon their shopping cart? Did they show interest in a specific product or category? You can then utilise this data to send triggered emails, such as cart abandoned cart or abandoned browse reminders. These messages will add a huge amount of value to your customer experience, click rates and click through rates and significantly increase sales.

4. Recommend Products or Content per Individual

Create emails and segmented email sequences with personalised product or content recommendations for each subscriber. You can do this by analysing data based on individual preferences and user behaviour. This level of personalised email creates an emotional connection between the subscriber and your brand, building long-lasting customer relationships.

Simplifying Personalisation with Newsletters and Automated Email Flows

Implementing these strategies might seem daunting, but it doesn’t have to be! Email marketing  tools like Klaviyo can help streamline the process of sending personalised newsletters (aka campaigns) and automated emails (aka flows). Klaviyo's intuitive interface and data-driven approach make personalisation accessible to businesses of all sizes, enabling you to target and connect with your audience easily.

Turning Email Subscribers into Loyal Customers

Sending personalised emails isn’t just about marketing, but also about building relationships; showing your subscribers that you recognise them as individuals is crucial to your email marketing strategy and the consequences of non-personalised emails are too significant to ignore. Luckily, the solutions are within reach and easy to fix!

Curious about how you can transform your email marketing strategy? I can help! Get in touch to find out more about how we can work together now.