Email marketing – Go Personal or Not?

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Email marketing – Go Personal or Not?
Srdjan Kali

Glopinion by

Srdjan Kali

Feb 13, 2017

Every marketer has to think about that question – should I write a mass email or should I have a more personal approach?

You can’t imagine serious business without marketing. Especially, these days, you cannot imagine it without email marketing.

What is Email marketing?

“In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.” (Wikipedia)

Personal or not?

Today almost every platform for Email marketing has an option for sending personalized emails. You can use client’s first name or user name. Will personalized emails improve your results? Yes and no.

Many studies showed that more personalized emails have better feedback for business. So that’s why you should never buy an email list.

A lot of you potential clients can have concerns for their privacy and questions how you use their personal information. So if you bought your email list, they’ll know your emails are a spam and will not ever open them. Most likely, you will permanently end up on the block list.

Using real sign ups, offering promotions and deals is the way.

How to do testing?

First of all, you must be prepared that some users will abandon your list.

The best option is to do A/B testing. This testing is a presentation of one option to one part of users and a different option to the other part. On the end, you will see which option is to go better.

Username or name?

This can be your first A/B test.

Using client’s first name can make your email more personal. This makes your users feel like a person and not just someone you want to take money from. The bad thing in this is that user’s name is great information for spammers.

Username is on the other hand less personal but more secure from stealing personal information.

Personalization is very important in optimizing email campaigns. You should approach it with specific plan and caution. Be prepared to try several different versions of personalized emails.

Be careful about where you will put username/first name in your email. It must be in first two inches of the email or its positive impact will be negated.

In the end, the general conclusion is that personal emails have a better approach to clients and will give you more chances to sell your product to them.

Experian Marketing Services study finds personalized emails generate six times higher transaction rates.

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