It has been predicted that over one-third of the worldwide population will be using email by the end of 2019 – that’s over 2.9 billion people.

As fantastic as it would be to convert all of these people into customers using a single email marketing campaign, it’s unlikely. Why? Everyone will have different hobbies, interests and likes. One single marketing message is unlikely to appeal to them all – it just wouldn’t be relevant.

So how can you reach out to those people who will be interested in your products and maximise customer engagement? The answer lies in personalised email marketing – a trend we expect to see a lot more of in 2017. In this post, we’ll give you a few tips on getting started.

Tip #1: Invest in responsive email templates

If you’re a regular reader of our blog, it should come as no huge surprise to you that mobile is redefining the way the world interacts with businesses online.

According to a study by Experian, in the fourth quarter of 2015, 56% of total marketing email opens occurred on a mobile phone or tablet. What does this mean for your business? If you haven’t already invested in responsive email templates – don’t delay.

Personalised email marketing is about more than just inserting a client’s name into the subject line. It all starts with making sure your content is displayed in the best way possible to your clients. Make sure your message is heard loud and clear – get responsive.

Tip #2: Personalise your brand

Personalised emails achieve a click through rate 2.5 times higher than non-personalised emails and generate six times more sales from their campaigns. Incredibly, something as simple as a personalised subject line can increase open rates by as much as 26%. But did you know that you can also use personalisation to build trust in your brand?

Despite the many benefits of personalised email campaigns, many businesses fail to extend the personal touch into their copy. All too often, companies will send out faceless promotional email campaigns. Something as simple as including the name and photo of a real team member in the signature or call to action will add a valuable human touch to your emails that people love.

Tip #3: Explore dynamic content

Dynamic content is the queen of personalised email marketing. It allows businesses to include real-time, interactive elements into marketing emails and create truly unique custom emails on a large scale.

From real-time offer countdowns that can be easily changed when inventory runs out, to personalised videos and information relating to their most recent purchases – dynamic emails can include a whole host of content that’s perfectly designed to increase the performance and ROI of your email campaigns.

Is your business ready to embrace the personal touch?

Email marketing. Just the ticket

Email delivers the best ROI of any other media channel. So, what are you waiting for? At Bing Digital, we specialise in creating highly tailored, fast-acting email marketing campaigns that won’t end up in the junk folder. To find out how we can help you deliver a more personalised email marketing experience to your customer, contact our team today.
personal approach and you’ll enjoy maximum ROI every time.

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