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Effective email marketing is personal

One of the basic goals of a successful business is to provide a product or service that satisfies a market need or want. Because of this, successful marketing is all about equal opportunity access to your target audience based on race, gender, class, religion, sexual orientation, disability or any other aspects of what they look like or where they come from.

You have what your audience wants, and they need to know it.

Learning Series: Small Business Email Marketing #101

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Personalization: It's all about me

When someone gets an email, they want it to be all about them. You can easily achieve this with the right email platform. Try sorting your email list by a broad range of characteristics and tailoring the email message accordingly to make it personal to them. Strategies you might consider include:

  • List Segmentation: When setting up your email list, group contacts into categories that could be useful for different types of messages. This might be men versus women when you're selling products specific to gender or different socioeconomic groups when selling exclusive resort vacations. To learn more about growing a better email list, download a free guide.
  • Personalized Fields: While many of us have received emails that begin with our first name, how about using the same technique to speak to your targeted audience based on where they live, what their company name is, or referencing a specific recent purchase they made in a meaningful way? Leveraging customer-specific data in this way shows that you know your customer and care about what's important to them.
  • Customized Messaging: Tailor your offer, the product and wording specific to each contact to create a totally unique message just for them! This can help make loyal customers feel special, help first time buyers feel welcomed back for more and let international customers to know you want their business regardless of geographic expanse. This type of personalization has actually been shown to increase click-through and conversion rates by 9%.
  • Timing: When you send your email message can be just as important as what you send. For example, when someone subscribes to your list, automate a "thank you" message to be sent to them immediately after they sign up. Or you could send them a happy birthday message with a discount coupon or a membership renewal notice that shows you value their business. Always consider timeliness when crafting your email messages.

Why should you care?

Reaching the right person at the right time with the right message is paramount to success in marketing. After all, it's all about them! We all want to feel special, so when it comes to your business and your customers, email marketing provides the perfect tool to let your customers know they're valued. The more you make your customers feel special, the more your bottom line grows.

Did you know?

...that Emma makes email personalization easy? Not only can you customize messaging and lists by multiple different criteria, you can also do things like add video to your email marketing strategy or add customized pre-header text to tell your email recipients more about what to expect when they read the full message. As experts in both email marketing and email engineering, Emma routinely delivers best practices about topics like how to get better email click rates through our robust content hub. Trust us ¬– email doesn't have to be complicated. Get started with a free trial.

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Other Small Business Learning Topics:
Email Marketing | Email Features | Email Personalization | Email Integration | Email Best Practices

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Note: This information has been compiled by the Knowledge Institute for Small Business Development (KISBD) for educational purposes only in order to convey a general overview of the options and related services available to small businesses in the subject areas introduced. Content is provided on an "as is" basis and is not intended to be an exhaustive representation, nor does it provide advice or create a customer relationship between KISBD and its sponsors,, its affiliates and any other organization named herein, and any reader.

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