Make the Most of Your Email Messaging

Customer newsletters aren't the only type of email that can generate powerful results using message personalization. Other email message types can also be personalized to great effect. Let's look at different types of email messages and how message personalization can improve their performance.

Effective email message personalization begins with gathering solid subscriber information from the onset: during the initial sign up or purchase. The more you know about your subscribers and customers, the more you can proactively engage them.

Subscription confirmation message

Subscription confirmations are typically the first email messages subscribers receive, and as such are usually the first opportunity to engage subscribers with two-way correspondence offers. Using message personalization, customers can immediately receive a personal greeting from your organization with their first name or surname. Using the first name in this initial correspondence establishes credibility early in the relationship. The confirmation email is also an excellent opportunity to ask the subscriber to add the newsletter email address to their approved sender list, to help clear the delivery of future emails.

Other information gathered during the subscription process besides first and last name can also create the environment for two-way correspondence. The message itself could contain additional offerings based on the interests expressed during website registration, including offers for similar newsletters or promotions for like products and services. Many mass email marketers use a no-reply email address for confirmation emails, but if you include an active email address where the customer can continue dialog with the email message sender.

Purchase confirmation message

Like the subscription confirmation, the purchase confirmation can be the first email message engaging a customer. The purchase confirmation message is often used to up-sell a product or an associated component that customers in the past have found useful after making the same purchase. Based on purchasing behavior gathered and stored in the customer database, a highly relevant email offer can be prominently displayed in the purchase confirmation message. Even if this offer does not inspire action immediately upon receipt, the email itself will not be deleted because it is an electronic proof of purchase.

A relevant sales offer is not likely not offend a customer, and if it's valuable enough they will appreciate receiving it. If the company offers updates or other information via email that's related to the product, a request to receive this correspondence should also be included in the purchase confirmation message.

Scheduled email message

The email newsletter is, of course, the most popular scheduled email messaging format in use. Using effective newsletter personalization, your company messages speak directly to the individual needs of the subscriber, targeting what you know about their interest in your service.

There's no reason not to advertise products in the newsletter, especially when the newsletter is related to what you are selling.

Other examples of scheduled email messages include billing notifications, product or service components availabilities, service schedules and other information where timing is important. Again, using customer data gathered during a subscription or purchase, emails can be scheduled for specific events such as automatic 30-day follow ups, support reminders or even customer birthday wishes.

Auto-response messages

There are several types of auto-response email messages, including those sent after online downloads, requests for additional information, technical support satisfaction surveys, and more.

Personalized responses engage customer trust early with responses to web or email activity in a timely manner.

Unsubscribe confirmation message

A request to be removed from an email subscription list typically represents your last chance to engage this customer via this specific message channel. Make the most of this final contact using a personal appeal to receive exclusive information or to sign into their account management area and let them adjust the frequency of their email subscription.

If they continue the unsubscribe process, be sure to honor their request immediately. It will leave you in good standing with that customer should they decide to return and subscribe again at some point.

Summary

Customer interaction via personalized email should be approached as an opportunity to find out more about their specific needs and wants. Once their needs are established, always give your customers more than what they expected in their email offers. Take the time required on all email messaging occasions to engage your customers on a personal basis. They will ultimately thank you by growing your business.

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