Higher open rates aren’t the only reason to send personalized emails; it’s all about winning the customer’s attention and business. You should also know your prospect’s needs and pain-points before establishing contact with them. This not only improves the quality of your business connections but also saves a lot of time. And time being the most valuable asset; you have to ensure that your prospect doesn’t brush it aside in the first click.
Personalized emails make the customers feel special because of their tailored nature. Since each person receives something unique to them, it creates a sense of privilege. This invokes a sense of customer empowerment in the minds of prospects driving them to make a purchase decision.
Effects of Personalization in Sales Email Campaigns
Sales reps and marketers increasingly use personalization strategy in the B2B space, particularly while reaching out to the prospects through emails.
• Personalized emails improve click-through and conversion rates
• Personalized email campaigns produce more sales opportunities compared with non-personalized ones
• Personalized CTAs result in a higher conversion rate than generic
• Consumers are more likely to purchase if they are offered tailored-content
Level of Personalization in Emails
An effective and ideal way to decide the level of personalization for your email campaigns is Segmentation.
Segment your prospects based on the amount of revenue they bring into your business. This way, you know how much you should personalize for which prospect.
1. Small Deal Value Prospects– The level of personalization for the small deal prospects should be basic. Major work is done by making use of placeholders in the email templates. For instance, using the prospect’s name, company name, and designation.
2. Medium Deal Value Prospects-As you move over to mid-size deal prospects, you level up the amount of personalization in the emails to increase the chances of getting a reply. This entails some amount of research that usually goes beyond just their name and designation. For instance, mentioning mutual connections and interests, recent developments in their organization.
3. Highest Deal Value Prospects- They are the giants on your list, and landing them would be an accomplishment. There are usually only a handful of top accounts. Therefore, when reaching out to these prospects, the emails should be crafted after extensive research work and should be hyper-personalized in nature. For instance, addressing pain points specific to the prospect’s company.
Ways to Personalize Your Emails
1. Personalizing by Using the Prospect’s First Name
Addressing a prospect by their first name is the most basic way to personalize an email- a simple yet powerful strategy when sending out cold emails at scale. Use the prospect’s name with a personalized subject line with a higher unique open rate and an impressive click-through rate.
2. Personalizing Around Buyer Personas
An easy way to personalize a notch above is to address your emails based on different buyer personas. Grouping your prospects with similar job profiles, company size, and pain points is a great way to start—craft emails with personalized content that will appeal to each group. You need to have a clear understanding of your different buyer personas’ needs and pain points. A business with a few customers may find it challenging to get this right initially. You can try and test different messages for different buyer persona and then choose the working ones.
3. Personalizing Email with an Appreciation or a Compliment
Appreciating and complimenting is a surefire way to forging relationships with prospects. When your prospect reads your mail that praises them, they instantly take a liking to you and get more interested in what you have to say. For instance,
- mention your prospect’s recent accomplishment or recognition in the email
- drop a mail stating your admiration for your prospect’s leadership in a specific domain
4. Personalizing Around Prospect’s Area of Interests
What better way of personalizing your emails than by highlighting things that people hold most close to their hearts- it’s a great way to form an instant emotional connection. A great way to find out that is by leveraging the power of social media. Looking up at your prospect’s social media profiles can help you decode their interests. Look for frequent mentions and posts which can help you identify things they are fond of –like a sports team, movie character, favorite places, favorite food, etc. This helps them take notice, makes an excellent first impression, and builds a great rapport with your prospects in the long run.
5. Personalizing with Pain Points
One of the most powerful ways is personalizing your emails by addressing pain points pertinent to a prospect and providing a solution. These emails require intensive research to ensure the message is customized and tailored to make it relevant and congruent with the prospect. When crafting your email, highlight why you reached out to them. Let them know that you’re aware of their company, size, goals, role of the prospect, and any recent company developments. This effort shows that you have been paying attention to the prospect, their business, and understanding their pain points. Address their pain points and give an overview of how your service or product can fix their existing problem. Back up your claims with case studies, insights, etc.
You could even create customized pages, video snippets, etc., showcasing a quick demonstration on how you can help the prospect.
Personalizing emails is a great way to show your prospects how important they are to you. Personalization also indicates that you know about their pain points and provide them the solutions they’re looking for. Without personalization, demand and lead generation emails tend to fall flat, failing to capture attention and build a robust brand-customer trust.
To put personalization to work for your brand, begin with your CRM data. CRM tracks your relationship and interactions with prospects and leads by giving you insights into their behavior. You can then use these insights to mail them the content that might be the most appealing to them. Pair the CRM data with a marketing automation tool to track the prospect behavior like clicks, downloads, and page views and get a more detailed picture of what will interest, engage, and incentivize email recipients to stick around. Sales reps and marketers can reap the benefits of sending more relevant and personalized messages that get results. Personalizing your email is a proven way to deliver incredibly targeted and relevant content to your prospects, adding value to their experiences along the way.