Email marketing has come a long way. From automated emails with no personalization, to including individuals’ first names and acknowledging their birthday with special ecards, the email marketing game has changed immensely over the years. While adding a touch of personalization can be a warm and welcoming way to win over leads, going overboard with the details can tend to be a bit overwhelming to customers. The key is to know where the line is between personal and creepy.
To see if you are being too personal in your emails, check out these key points to check on when sending out marketing emails and lead nurturing emails to clients and potential customers.
Do you use personal names and information in subject lines?
If you do, then you probably want to immediately halt this type of action. By trying to grasp a lead’s attention right off the bat, before they even open your message, your company comes off as desperate, or worse, as SPAM. Instead, keep the subject line short, sweet, and clear, and keep the personal touches like first names within the actual content of the email.
Do you include client’s names and personal information in emails?
In email marketing campaigns, a little touch of personalization, like a first name, or sending out birthday coupons for their special days, can be a sweet touch to win over leads. But adding other personal information may be a bit too much. Even adding things like last names, phone numbers, or other personal information they may have disclosed in forms, might not be appropriate for use in such emails. Try to keep it simple so that you don’t overwhelm your potential customers. Otherwise you will see them opting out of future emails, and cutting all ties with your company.
Do you send them items they may be interested in?
Personalizing your emails based on the shopping preferences of your customers can be beneficial to your business, but only if managed correctly. It can either go really well, or really poorly. If you save information from your clients last visit from your site, and then send them more items they may be interested, it may be a bit too much. Instead, try to organically ask such information from them when they fill out forms for your business. Ask them what kind of products or services they may be interested in, and then you may send them personalized information based off of the information they gave to you. This is a less-intrusive way to track your customers’ wants, and deliver them personal messages.
Do you write in a personal style of writing?
While most professional emails are written in a formal manner, the emails you send out to customers are allowed to be a bit informal and personal. If you write in a first or second person writing style, you will come off as more casual and relatable to your clientele, which will open a more effective communication channel. Through this writing style, you will help to gain the trust of your leads, by working to maintain a level of equal communication and sophistication. Otherwise, with a more formal style of writing, leads may think you are talking down to them with your business jargon and other fancy terms. Keep it simple and easy to understand, and you’ll win over more customers.
With these guidelines in mind, you can go forth and continue to personalize your marketing emails - to an extent- to nurture your leads and keep your returning customers in your court. Knowing the line of personalization can be key to your company’s email success.