Originally at http://www.business2community.com/email-marketing/5-ways-use-personalization-email-marketing-01441392

personalise your email marketing

Email marketing is about nurturing a connection with your audience. Personalising your emails gives you a cracking shortcut. How? Well, think about your own email habits. Given the choice between a generic email sent to every subscriber and an email that has been curated for your specific interests, which would you rather read?

The stats fuel the case for personalisation. 56 percent of consumers say they would be more inclined to use a retailer if it offered a good personalised experience, according to O2’s Rise of Me-tail study. And Experian’s transactional email report states that personalised emails are six times more effective at lifting transaction rates and revenue than bulk email.

So what is email personalisation? And how can small businesses like yours get the best out of it?

Ask the right questions

Personalisation goes beyond just knowing the names of your email subscribers. It’s about tailoring your email content based on what you know about your subscribers’ interests, buying habits, gender, location and more. In fact the more you know about each of your subscribers, the better. So don’t be afraid to ask questions.

Every time someone registers with your service or subscribes to your newsletter, you have an opportunity to begin building a profile of your users. What are their reasons for registering? Why have they subscribed to your newsletter? What products are they looking for? How frequently would they prefer their emails? Don’t ask, don’t get.

Observe

Asking the right type of questions is a great start. But you also need to observe how your email subscribers are interacting with your website. That means diving into email reports…

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