Somewhere back in the short history of email marketing someone had the bright idea of addressing each message to the person individually. By copying the mail merge function so beloved of office suite applications, so the reasoning went, we can insert a field in the salutation bit of the content and make the message instantly more personal. And the results proved the theory worked, thus spawning hundreds of pages from people all saying personalize your emails for better results. And to a point it still works.
The thing is, what was once A Good Idea is now more of a given feature. If you don’t insert the recipient’s name then there are really only two reasons why; you forgot, or the system you’re using won’t let you/it’s too complicated (and if that’s the reason then drop us a line as it’s easy with our engines) or your data doesn’t hold the details. Thinking about it, there is a third – the design doesn’t allow you the room – but if that’s the case then whoever created the template really needs a good talking to. Anyway, let’s take a look at this business of personalization as you could be missing a way to really bounce up your email stats.
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