If you checked out my previous post, you will know I spoke about personalisation in emails and the various elements within an email you can personalise. Now let’s talk about why you should be personalising those emails!
1. User Experience
By personalising your email, you are showing your customers & subscribers that you care about them and you are not just a company that doesn’t bother about them.
Giving them details such as their renewal dates or showing them recommendations or deals based on goods they have purchased allows their experience with your brand to improve. You are adding value as opposed to just sending them the same email that everyone on your list would get.
2. Higher Conversions
More value, move personalisation, and more tailored content means that they will be more likely to click within the email and make another purchase or just interact with the brand more.
Think about Amazon, they always should you recommended items that you would like based on historical purchases and you are far more likely to purchase with them again because they know what you like and have essentially tempted you with it.
3. Brand Loyalty & Repeat Purchases
They will keep coming back! Personalising content and tailoring it means you are adding value so why would a customer not want to come back to you based on that?
Let’s look at Boots for this one. With their loyalty cards, they are able to identify the products you mostly buy. They are then able to send you deals whereby if you spend X amount on that brand then you can earn double the points. At this point, you are then likely to purchase from them to get those points and will always want to because you have the potential of earning points and redeeming them. Now although this isn’t email related, the idea still applies. It’s all about personalisation.
There are so many other brands apart from the ones discussed here that focus on personalisation and there are those that don’t but if I were you, I’d definitely want to be part of the former!
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