We are constantly striving for email campaigns that connects users with the content they want to see. Ideally, we want to have to send fewer emails, but feature exciting content, and thus have a happier audience that engages more with our content.
If you want to achieve the highest brand loyalty and performance metrics, it is imperative to include personalized content in your email campaigns. Depending on the capabilities of your CRM platform this typically can include at least a few simple steps like using the recipient’s name. However, in today’s world, your email campaign should know a lot more about your users, and it should be able to pull up useful personalized content that draws them in, like content recommendations by pre-selected categories, or custom alerts based on the user’s preferences.
A few ways to know more about your user’s interests include:
1. Ask them directly. A few personalization questions can be added to the signup process in order to know more about their interests and goals. You can also ask them more information as part of their regular interactions with the website.
2. Infer their interests as they use your content. For instance, when users click on particular links in email campaigns you could have the CRM assign interest tags in order to suggest similar content in the future. You could go further and set up some of these interest tags on important website content, so that users trigger the interest tags as they use the website, and download assets like PDF guides.
Once you know more about your users’ interests, you can use this information to help them see the content they might be missing. Your emails could recommend recent or even old content that they haven’t seen and matches their interests. Emails could also act as reminders that they haven’t yet signed up to a program that they are likely to enjoy, or a notification of a future event like a webinar that they are likely to want to attend.
Without knowing your user’s interests, you could still run a campaign to alert users of all these things (interesting content, available programs, upcoming webinars) but you would need to send more and longer emails, and potentially annoy users with unwanted content. Personalizing your campaigns makes emails connect with the users: they receive less of them, and the content within is more interesting every time.