by Wikus Engelbrecht - GraphicMail Marketing Team
11. diciembre 2009 01:24
If somebody shouts at me across the street, I am far more responsive if they call out my name as opposed to shouting “hey you”. If I hear my name, the narcissist in me thinks “wow, you know me, how do you know me?” and it makes me want to respond. I like that feeling of being wanted, and the fact that someone wants to talk to me, and just me. If I recieve a Christmas gift and the message says “Happy Christmas, love from your group of friends”, I'd feel a little offended. I’d far rather it said “Happy Christmas, love from Brad, Angelina and Snowy”, it somehow just feels more personal and caring.
The same can be said for email marketing. In the real world we like to be the center of attention, and we like to feel as if we matter. We should use the same ethos when designing an email marketing campaign. Make your subscribers feel as if you know them, appeal to their egos and tap into their emotions. Trust me, they don’t just want to be part of a group - they want to feel special. And it’s up to you to do that. Personalize your email newsletter and target individuals on a level they understand. You can easily do this in the GraphicMail application.
Log into your account, select the newsletter you want to send and open it up in the editor. Select the way in which you would like to personalize your newsletter from the dropdown menu. This means when John receives your newsletter, his name will appear in the newsletter as “Dear John”; provided you have inserted “First name” personalization. You can only insert personalization into your newsletter if you have captured the information from your subscribers at the stage of sign up. And you do this by setting the information you would like to capture form your subscribers on the subscription form.
To personalize the "from" email address and to assign a name to your "from email", navigate your way into the Send >> Send to mailing list section and fill in the necessary details.
If you want to personalize extra fields over and above what is provided in the editor, then click on the face icon, select your address book and the field you want to personalize and paste the code into the text of your newsletter.
We recommend using the personalization tool to increase your open rates. According to a cruise agent case study done by Marketing Sherpa, when personalized email marketing campaigns were sent, they experienced a 5.5% higher open rate and a 23% higher click through rate. It's worth a try, isn't it?
