5 Personalization Tactics Of Highly Effective Insight Emails

As we’ve been discussing in this blog series, insight emails leverage what you know about the target to entice them into doing what you want – whether that be opening the email, following a link, carrying out a CTA, or even merely responding to the message. 

All innovative marketing experts know that personalization is king. But, what can you do to make emails appear to be truly personal instead of faux-personal like a form letter or spam?

5 Highly Effective Insight Email Personalization Tactics:

1. Personalize the sender. Instead of sending the email from your company as a whole, send it from a real person. Consider adding their photo and definitely add their contact information in the signature. Even if it IS a form letter you’ve cleverly created and disseminated via your database of insights, it will at least appear as though a real live human being took a moment out of their day to make an effort. 
2. Personalize the recipient. If you’re on a first-name basis with the target, don’t write “Hi Customer”, write “Hi Joe”. If they filled out a form to give you their name and email address, your insight email back should reflect that knowledge and a new level of familiarity. 
3. Segment your database to create more personalized messages. Marketing personas are incredibly effective insight email marketing tools. Segment your list to include however many types of customers you have or want to target and send emails with highly subjective text to target those personas. You can and should use opt-in forms to help you gather this information and create a highly segmented list. Bonus Tip: Create targeted landing pages for these various personas to help you further segment your marketing persona lists along specific wants and needs. 
4. Use marketing automation tools to launch interest-specific nurturing campaigns. Not all prospects are interested in all topics. If a lead downloads an ebook focused on one topic, for example, why not use marketing automation tools to automatically enter them into a lead nurturing campaign that delivers content relevant to that initial topic and personalizes email messages based on that content and interest? 
5. Personalize sales follow-up with lead intelligence. The demographic and behavior-related information (among other bits of data) you collect about your leads should always be considered actionable. Not only can you help define customer segments, it can also be leveraged to create highly personalized sales pitches. What lead nurturing campaign was the lead involved in? What sorts of information were they the most engaged in? What kind of contact was made in either direction? All of this intelligence can lead to more personalized pitches and fruitful client relationships via insight emails and real-time interactions. 

What kinds of questions do you add to your landing pages and email opt-in pages to create highly segmented lists?