If you search for 1 to 1 marketing you will get results such as personalization, CRM technologies, userbase segmentation and so on. Before you go there and invest in a software or recruit an agency, first identify the principle behind all of those buzzwords and try applying it in your email marketing.
The juice: make the recipient feel like this message is intended to him personally rather than give him the i-am-bulking-everyone-i-have-access-to impression. The more relevant the message, the higher the probability that the recipient will become engaged upon receiving it. That’s the juice.
How do you get recipients to get this feeling? Here a few examples:
-make the content of the message as relevant to the recipient as possible. One way to achieve this is through userbase segmentation. For example, segment in a list users that purchased a specific product and prepare a custom message for them only. Or make a list of customers that spent more than 100 Euros the past 15 days.
-be explicit in what you are doing. If you did segment your users and you are now addressing a specific segment of those, tell them so. And do so as early in the message a possible (see benefits of cutting to the chase). For example, “You have spent more than 100 Euros the past 15 days and that places you in our Golden Club and eligible for a unique offer…”.
-make copy personalized. The trick here is to make all copy seem as if it is written for this recipient only. This does not mean you need to change your brand’s tone of voice, no just imitate how a company representative would address a customer. To go a step further, you can make the message more personalized by addressing the recipient by his or her name (most email marketing software allow this functionality), explicitly explain why the message is relevant to the recipient, or even better make evident how this message is exclusive for the particular recipient.
-be polite. In 1-to-1 relationships manners matter more. Some examples: don’t try to trick them, don’t make unsubscribing difficult, don’t enroll them in the mailing list without their consent, don’t lie, etc.
-do not treat all customers equal. When I walk in a store and I am a regular, I expect to be treated as one. Similarly if I am not a regular, too much intimacy might be annoying. How would that translate in email marketing world? Segment your users in terms of worth, say gold, silver and bronze, and then treat each group differently. What could differ? The contact frequency first of all, the tone of voice, the quality of the offers, anything that signifies preferential treatment in your business
I believe the main pillars on how to make recipients feel special are here. Do all of the above and you will get 90% of the benefits a 5,000 Euro/ month CRM system could offer you. Have you found another trick in order to make recipients feel special? Please write a comment about it.