Business Development

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Somewhere in the short history of e-mail marketing someone had the brilliant idea of treating each message to the person. If you use the Mail Merge feature to copy so beloved of desktop applications, so the thinking went, it becomes a bit field to welcome to the contents and the message more personal now. And the results of the working theory were, and say, spawning hundreds of pages of all the people to adjust your e-mail in order to achieve better results. And at one point that always works.

The thing is, it was a good idea is now more of a particular characteristic. Please enter the recipient’s name, then there are really only two reasons that he has forgotten, or the system may leave the / c option is very complicated (and if this is the reason, please send us a line as with our engines easily) or the data is not in detail. Think about it, there’s a third – the design does not take place – but if so, then you have created the model really is a good soap. Anyway, let’s take a look at this society, the lack of personalization can be a really bounce off the statistics of your e-mail.

The great thing about customizing each piece that you can to the reader the impression that you are addressing them. 1-2-1 feeling that all the pleasant sensations bring the cozy relationship and they think makes harder and longer. They tend to get a positive answer, and if negative, they tend to get answers to why. So you have a message that is personal to achieve results.

So after all that said, include the name of a person in an e-mail is really far enough? No, not thought. You may have many more references to the content of messages that focuses specifically for readers in all fields. For example, you can change the company name or a city / region, is produced in the contact, or a selection of products / services they purchased in your company. And you do not hear about your data feel is right. You can use data to complete sentences on their relationship with your company or any message you’re trying to communicate so that each e-mail becomes more and more unique, and include the reader the basis of burden feels a bit special.

I’ll give you an example. Centuries ago, in my youth when I was less wrinkles that glitter well – around 2002 – I prepared a few market events throughout the country that were destined for some sectors of the market niche. The plan mailing went well, but nothing spectacular, and I’m only disappointed in some of telemarketing, that following the work. I must have something on the door and an e-mail that appears to be a good idea to practice. But I wanted it to be as personal as possible, actually to achieve a sense of beneficiaries; the time had to write a message to you. So I have a simple e-mail, in which the content was modular, the merge fields, which contain several types of copy ever published for users. The data used was very fast segmentation of two known factors in the data is based, its geographical location and professional. The text boxes on these factors are placed next to each contact. Finally, I have data from two versions of the name of the organization, the “good” (i.e. used in the CRM system) and the family is “one – which is used in a normal conversation. Exported with the revised data and it was then loaded into the system and put the merge fields in the content.

The result was a model of the e-mail, which was more than a personal greeting and the response rate was impressive. Seems assured, she had sent a personal message and the responses were almost all positive. Even people who do not follow recommended that, because it has some information about your needs or wants, so it was a useful exercise.

So what’s the problem with this idea? The first is of course the extra time it takes to build this personal message, and for many people to create copies and flows while being flexible, it is a challenge. Then there is the issue of data you use. It must be complete and detailed to start with, perhaps more than you may have used in the past and some copies of information and is not a good paste. You can do a little research and get the other parties, may delay the projects, of course, if you have a short time before. However, if you plan ahead and get the right data, you can halfway.

The next time you in a little e-mail marketing, personalization, and consider how far we could go to dive. We believe it would be very surprised.

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Tags: Marketing Information . This entry was posted on Thursday, March 5th, 2009 at 10:43 am and is filed under Marketing Tips. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.