When you send the right email to the right person at the right time, it doesn’t feel like marketing. A targeted, deliberate email feels like it’s coming from a friend.
Unfortunately, not all emails feel so friendly, and that’s because many marketers still use email to send one-size-fits-all messages.
These one-size-fits all may be easy to send, but that doesn’t mean they’re effective. Rather than sending the same email to your entire list and expecting only a few people to open, you want to send targeted emails that people can’t ignore.
The best way to connect with subscribers is to personalize your emails. By targeting subscribers with individualized content, you move away from an impersonal mass message to an experience that feels relevant and engaging to the recipient.
Let’s look at how (and why) to build targeted email campaigns.
Personalization as an email tactic
Email is likely your most powerful marketing tool as it boasts the highest ROI of any marketing channel from radio and tv commercials to PPC. What’s more: It converts 40X as many customers as social media.
Without personalization in your emails, however, your messages may go unread.
The reason: Customers respond to relevant messages targeted to them by name, featuring offers that are specific