Sallie Anthony is one of the smartest email marketers I know. As Field Communication Manager for the Retirement & Protection division of Genworth Financial, Sallie’s job is to use email to keep Genworth connected to – and top of mind with – Insurance Brokers, General Agents, and Independent Financial Advisors.
In her recent presentation at the Annual Conference of the Business Marketing Association in Chicago, Sallie discussed the value of personalizing email content to the needs of individual subscribers. Two statistics stand out:
- Email personalized with photo and contact information for the Genworth sales person produced a 7-10% higher open rate compared to non-personalized email
- Sales were 39% higher for Genworth customers who received personalized e-newsletters compared to those who did not
You can view and listen to the entire presentation at the BMA website.
3 Guidelines for Effective Email Personalization
Having observed how email has become the backbone of successful one-to-one marketing solutions, I have 3 guidelines that will help you use personalization for more effective B-to-B email.
1. Remember that People buy from People.
With all due respect to brand marketers, creative directors, and copywriters, it’s important to remember that nothing is more important in selling than the customer’s relationship with the person with whom she is doing business. That person may be a dealer, an agent, or a field sales representative.
When you send email, send it on behalf of the “relationship owner” and include that person’s photo and contact information so it’s easy for the customer to contact him. This type of personalization dramatically improves email marketing campaign performance.
2. Serve. Don’t Sell.
Customers don’t want to be sold. But they do want to be helped in making their buying decision. That’s why using email to deliver information and offers that aid the customer’s decision-making process is the best way to support – and accelerate – the buying process.
Once a person has been attracted to your web site, use email to engage with and move the prospect through the consideration and evaluation stages . . . all the way to purchase. Serve your subscribers well, and the will reward you with their business. In fact, Forrester Research reports that “those who buy products marketed through email spend 138% more than non-readers of email.”
3. Put the Customer in Control.
One of the smartest things you can do to maximize email marketing performance is to personalize email content to the subscriber’s needs. When a new subscriber opts in to receive email from you, invite her to go to your preference center where she can check off her needs and topics of interest relevant to the products or services you offer. Then, use the Dynamic Content feature in your email campaign application to deliver content that’s relevant and timely. This is the essence of the Subscribers Rule mantra.
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