If you read any random article on the net about email optimization, you’ll see that they all make one common suggestion: personalize your emails for the recipient.
Why should emails be left out if you can enjoy having personalized coffee drinks and music playlists?
However, many people today perceive email personalization as unclear. Overusing and unmindful personalization are becoming a turnoff for potential buyers.
Email personalization is a different ball game altogether. If you are trying to enhance your buyer’s experience by implementing the same personalization campaigns like Netflix, Amazon, and Google, then you are not doing it quite right. On the contrary, implementing HubSpot CRM can make the work easier.
Let us take the example of a company like Wayfair. A quick glance through their marketing email will show that they prioritized consumer convenience. How? By simply analyzing the shopping habits and browsing history and sending a “curated” list of items. As a result, this strategy works best for Wayfair. They personalize 71% of their emails, which is the key to their marketing success. Yes, you are right! This is precisely the type of personalization that the industry leaders are talking about regarding email personalization.
Yet, how Netflix curates shows and movies according to your taste or Target guesses about your pregnancy requires some crazy amount of user data! You might have worked hard to collect the data using HubSpot CRM, but you might still fall short of achieving perfect personalization.
What should you do if you don’t have access to a lot of data? How can you make the most of email personalization? Marketers are using shortcuts these days, and they have gained the reputation of being the perfect solution.
You would be lying if you said you haven’t encountered this shortcut. Marketers use such lines as a strategy to make the buyer believe that they are the ones communicating. But the reality is that the contact details are inserted automatically.
According to statistics, emails with first name tokens in the subject line and body increase the open rate. But trust me, this can’t be justified as a proper strategy.
Time for a reality check! Is an email flooded with fancy HTML designs, sent immediately after searching for something, or states that it is from some big hotshot like the CEO? Trust me, everyone knows that it is not a personalized email. This is where your skills for CRMs like HubSpot come into the equation.
You need to be very tactful and mindful about your HubSpot CRM skills. If you aren’t good at it, then there is a high probability that your recipients will end up receiving emails addressed to a name that they are unaware of or their first initial or, worst case scenario, data from a different field altogether. And then you will embarrass yourself by sending out a message to “daughter killed in car crash or Current Business.”
If you aim to master automated email personalization, you will need a large database and a well-planned execution model. But if you want to focus on non-automated personalization, there is just one hero in this story—a person.
For a list containing hundreds and thousands of names and data, standard HTML emails can be optimized within a click. However, investing just a few minutes in personalization can make a huge difference if you run a company with significantly smaller lists and larger deal sizes.
No, you don’t need to write an email from scratch. Simply add a follow-up line about the last conversion you shared with a prospective lead or a few links according to the products and their taste. Even a few-second webcam video can work wonders in increasing click rates by 4x-10x.
Do you want to send personalized messages but don’t have the money to hire a person? No need to worry. Make sure that the email reads like it is from an actual person.
A wise use of HubSpot CRM and CRM Customization tools will make the email sound more life-like. For instance, not using fancy pictures and buttons but instead providing in-line links and signing your name at the end.
If you can crack the code of perfect personalization, even your smartest recipients will be fooled into thinking that the mail is exclusively for them.