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Personalize Emails to Increase Engagement

Insight | June 13, 2016

Are clients ignoring your emails? Maybe they don’t find them relevant or interesting. As consumers, we crave content we can relate to.

However, only 30% of brands use personalized emails despite countless studies that show segmented email lists improve your open and click rates and reduce the number of bounces from each campaign. Are you ready to give segmentation a go?

Here’s a brief overview on how you can personalize your next email campaign:

Categorize client relationships

What is your relationship with the clients who are receiving this email? Different clients demand different content depending on their history with your business. For example, if you are launching a campaign to book appointments with first-timers, you don’t want to lump existing clients into the same email. Additionally, if you are sending an email promoting a client appreciation event, you may only want to include your most loyal clients.

Sort by demographic

This is perhaps the most basic level of segmentation. When new clients are added to your list, what information are you collecting along with their email addresses? Do you know their age? Gender? Street address? Even the most rudimentary information, such as location, can help personalize your messages. This is especially helpful if you are targeting clients who visit your offices in multiple locations.

Gauge client preferences

Experian found that only 35% of marketers let their customers decide how often they want to be emailed. By tailoring content to customer preferences, you can increase engagement and decrease spending and spam complaints. Next time you survey clients or blog subscribers, consider asking the following questions:

  • How often do you want to receive updates?
  • What types of content do you prefer? (Ex: newsletters, blog posts, seminar updates)
  • How do you prefer to consume digital content? (Ex: By reading text directly in the email or following a link to read it on your website)

Monitor activity

Are you monitoring how unique visitors spend time on your site? If not, you may be missing out on a big engagement opportunity. One way you can segment your email campaign audiences is by past activity data such as open and click activity. As a result, triggered mailings have higher unique click rates and higher open rates. Through automation software, you can send follow-up messages to clients who have downloaded a whitepaper or completed an appointment form. For example, if a user downloads a whitepaper from your website on annuity benefits, the next step might be sending a follow-up email offering links to articles that provide additional information. Once you have a segmented list of users who have opened each message of a particular sequence, you can send another email encouraging them to schedule a consultation with your office.

Want to get more personal with your clients? Segmenting your email audiences is a great place to start.

Written on June 13, 2016 by:

Alexandra House

Alexandra House As Impact’s VP of Marketing & Brand Manager, Alex oversees all of marketing, helping the team bring new solutions to advisors’ practices through referral development, digital advertising, branding, and direct mail. Before joining the Impact team, Alex specialized in high-end magazines at a national publishing firm. Originally from North Carolina, Alex enjoys cheering on the Tar Heels with her husband.

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