Personalisation and segmentation: The extra push for your emails
To achieve real results with inbound marketing, you need to send the right message to the right person. So, how do you figure out what and who that is?
But first – does inbound marketing actually work?
Inbound has the highest conversion rate of any type of marketing, with an ROI of up to £32.28 for every £1 spent*. However, this kind of ROI only comes from segmented, targeted campaigns. When used in partnership with triggers and data-driven analysis, inbound marketing offers a lasting, manageable, and profitable approach to lead generation that will work for any company, with any CRM.
The right message
Studies have shown that personalised emails have 2.5 times higher click-through rates, and are 6 times more likely to drive conversion. Additionally, 73% of consumers say they would rather do business with brands that increase the relevance of their experiences with the use of personal information.*. So, what kind of personalisation can we add?
Most obviously, we can add personalisation tokens for the recipient. This is an automatic feature that pulls the relevant information about your contacts from your database – first name or company name are good places to start. The result is an email that reads as if it was sent by a real person.
Personalised subject lines are another great way to increase the chances of activity. In fact, emails with personalised subject lines are 26% more likely to be opened, and marketers have found a 760% increase in email revenue from segmented campaigns*.
The right person
Segmentation is as important as it is simple. Essentially, it combines two key parts of inbound email marketing – the buyer’s journey and buyer personas. Why would you send someone a lead gen email if they’d only just signed up to your business? Or email someone about buying your new IT hardware if they work in HR?
Basic segmentation can be as simple as ‘IT or non-IT’, MEL/MQL/SQL or even different collar types e.g. white collar, blue collar etc. Remember, the greater your granular detail into segmentation, the better the results will be and the greater ROI you can achieve.
The real value
By 2020, the world is
predicted to have over 4 billion email users. 3 Getting the attention of your audience has never been more difficult – but with even the simplest forms of personalisation and segmentation, you can greatly increase your chances.
If you want to start achieving real results with your inbound marketing strategy, speak to us today on 02392 314498 or email firstname.lastname@example.org.
*. dma.org.uk (08 Feb 2018) https://dma.org.uk/press-release/emails-roi-increases-despite-concerns-about-testing-and-gdpr
*. campaignmonitor.com https://www.campaignmonitor.com/blog/email-marketing/2019/06/how-personalization-and-automation-can-supercharge-email-conversions/
* statista.com https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/