In January’s edition of the Econsultancy Quarterly Digital Intelligence Briefing: Digital Trends 2015, 30% of company respondents agreed targeting and personalisation are top priorities in their digital marketing for 2015.

“Personalisation relates to customer experience. When you give people exactly what they need and when they need it, they are going to love you.”
Survey respondent – Econsultancy Quarterly Digital Intelligence Briefing: Digital Trends 2015 

Every email has an objective but how do you make sure that you are also providing your audience with the information they want?

Segmenting data and targeting your audience could provide the reader with a more personalised, relevant experience.

60% of professional investors who took part in StoneShot’s Digital Marketing Survey 2014 say they read emails on preferred topics, regardless of the provider. Data from previous email campaigns can show topics that have higher levels of engagement. If there are clear topics that are engaging then use this information to structure future campaigns.

If a high number of contacts have clicked on a link, consider how to use that. Perhaps send follow up emails specifically focusing on that topic or product/service. Or similarly, if contacts have clicked on a link to a form or event but have not completed it then consider sending a reminder for them to finish where they left off. All this information is relevant to their behaviour because they have shown initial interest.

Also stated in January’s edition of the Econsultancy Quarterly Digital Intelligence Briefing: Digital Trends 2015, 29% of company respondents regarded content optimisation as their main focus.

Content is what keeps the reader engaged in the email; avoid using the same language in every email sent. Separate emails for existing and prospective customers; take more of a sales approach to existing customers; keeping them updated with the latest information but also trying to cross-sell other parts of the company. Prospective customers need to know that you provide relevant information and that they can trust your brand.

Approach these emails by structuring the content like a story. Keep it relevant to factors affecting the readers and relate to them, initially discuss the current problems they may face or current trends that they may need help with. Then lead onto what would be their ideal world, what would happen in the best situation? Finally move onto introducing your company and the solution you are able to provide along with your clear call to action. This shows you are listening to their needs and not solely talking about yourself and/or the company.

Also get to know your customers – existing and prospective – prompt them to complete a short preference survey detailing how would they like you to refer to them, how often would they like to hear from you and what can you send them that will be of most interest.

This creates a personal relationship with the recipient, allowing you to continue to address them in the manner they would like with the frequency they’d like to hear from you and what they’d like to receive.

In the end, there are many things you can do to customise, optimise and target your audience. The best approach is to get to know them; avoid sending out to the same list every time. Discover what interests them and what it is that keeps them interested in you.

For further help on personalising your emails or creating relevant content contact the StoneShot team, email engage@stoneshot.com.