Sending emails to a mailing lists is a convenient way to get your messages out to the masses quickly. But it’s easy to forget that your emails will be read by individual people, with their own needs, wants and desires. And if you don’t tap into that, you’ll find very few will read past the first line.
So how can you make you emails more personal – and ultimately more appealing – to the people on your mailing lists?
Use their name
If you don’t know how to code your email templates so it automatically imports your email recipient’s name, learn. Or get someone else to sort it for you. It won’t cost much to do it.
Consumers are savvy about many marketing techniques. And many people are fully aware that just because their name is in the email doesn’t mean it’s written specifically for them.
Nobody likes to feel like they’re just one of the masses.
But by using their name, your audience will feel more like you’re actually talking to them. Whether they know it’s automated or not doesn’t really matter – it’s how it feels that counts.
And it feels more personal.
What are the alternatives? Hi everyone…Dear Madam… Hi [company name]? You might as well say “Hi anyone…” or “Dear somebody…”
It feels automated and robotic. And that lack of a personal touch creates a negative first impression of the content of the email – the content they were about to read until you saw it wasn’t aimed at them!
Know your contact list
Sometimes when you’re trying to create that warmer, more personal connection with your audience, you just need to share something in common.
Now that’s difficult to imagine because you’re doing a mass email to a list of many different people, right? But every word doesn’t need to be an attempt to make it personal.
In order to make something feel more personal to you, it just has to touch on a couple of points that your audience can relate to.
Maybe just a little reference to something in the past – an interest, an event where you met your contacts, or something topical and of interest to them.
Whatever it is, just by mentioning it you create a connection and make it feel more personal and less `mailing list`.
Don’t go to town and write lines and lines about what the weather was like last time you met and how it’s forecast to be much better this week. Just use 10-15 words, maybe at the beginning, that make a personal connection.
Split your contact lists
You can help yourself massively with giving emails a personal touch by splitting your lists. Just think about how you can split your existing contacts into groups based on interests, demographics, height, favourite cheesecake…whatever you like.
A tailored email sent to fewer people is much more effective than a generic email sent to the masses.
Now you can send out emails to those groups but tailored ever so slightly to each one.
Just think about it – if you split your lists into say, 2 groups, it doesn’t mean twice the work. You might only need to change those 10-15 words out of 100 in order to make it seem more personal and relevant.
Remember, you’ve already made sure you’ve added the code to include their first names in the every email automatically, so it’s already off to a good start.
Of course, you might choose to write 2 completely different emails for different products or services for each of those groups.
As with anything like this, it’s good to test it. Send a few emails targeting `everyone`, then send a few more with a few personal touches and see how it affects your read rates and open rates.
Many programs like Mail Chimp make this really easy to do, so you can test many different features of your emails and see what works best.
Audiences are very different, and marketing techniques are always evolving. So whatever you find, build on it, and keep testing.
Please share this article if you’ve found it useful.