{"id":2656,"date":"2015-11-27T11:06:22","date_gmt":"2015-11-27T11:06:22","guid":{"rendered":"https:\/\/vr2.wpengine.com\/?p=2656"},"modified":"2021-07-28T03:23:44","modified_gmt":"2021-07-28T08:23:44","slug":"reasons-to-ditch-batch-and-blast-and-get-started-with-email-marketing-personalization","status":"publish","type":"post","link":"https:\/\/verticalresponse.com\/blog\/reasons-to-ditch-batch-and-blast-and-get-started-with-email-marketing-personalization\/","title":{"rendered":"Reasons to Ditch \u201cBatch and Blast\u201d and Get Started with Email Marketing Personalization"},"content":{"rendered":"

We all like to believe we\u2019re special. Or as anthropologist Margaret Mead wryly put it, \u201cAlways remember that you are absolutely unique\u00a0\u2014\u00a0just like everyone else.\u201d<\/p>\n

That belief (or state of denial) is why so-called \u201cbatch and blast<\/a>\u201d email is usually less effective than email campaigns customized to your unique market. In a recent study of marketing professionals by Experian Marketing Services,\u00a062 percent<\/a>\u00a0said a personalized email subject line is crucial.<\/p>\n

The study also revealed that personalized promotional emails generated transaction rates and revenue per email six times higher than non-personalized emails. The personalized mailings had 29 percent higher unique open rates and 41 percent higher unique click rates. For triggered email campaigns (in which emails are triggered by a calendar event, a business action or an action taken by a website visitor), personalization doubled transaction rates.<\/p>\n

Because today\u2019s email marketing services allow for more detailed data about customers, users can implement some pretty impressive personalization that likely wouldn\u2019t have been possible a couple of decades ago. Logistics like fully optimized mobile applications and time-delayed messaging are now par for the course, as is message micro-customization based on consumer behavior.<\/p>\n

\u201cWith so many available tools, businesses of all sizes can now employ the best email strategies for reaching customers,\u201d writes Jayson DeMers in the\u00a0Huffington Post<\/a>. \u201cWhen used correctly, these tools let businesses of all sizes compete with even the largest corporations. As more marketers discover the value of personalized marketing, businesses that don\u2019t personalize their efforts will likely find their campaigns are largely unsuccessful.\u201d<\/p>\n

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\u201cTo get started with such customization, conducting customer research is imperative,\u201d explains Vertical Response Senior Content Marketing Manager, Linzi Breckenridge. \u201cYour success with email marketing lies in understanding as much as you can about your contacts so you can better communicate with the groups of people\u00a0likely to find your message relevant,\u201d she says.<\/p>\n

Since personalizing messages for a world\u2019s worth of potential customers is probably still out of technology\u2019s reach, here are tips for identifying whom to target in your next campaign.<\/p>\n