A lot of marketers say they want to use more personalization in their marketing. Profile data can be used to tailor emails. A lot of people are doing it According to a recent report from the Data-Driven Marketing Association, a majority of organizations say that personalized customer contact has proven its worth.
It's not a guarantee that your email will feel more personal.
The word feels. It's not about the amount of data used to personalize, it's about the email feeling personal. How can it be personal?
The content and language can be used to make a connection. We're going to look at seven ways to make your email hit harder.
What matters to you is reflected in your word choice. "Me," "myself" and "I" are used a lot by brands that write from their own perspectives. They have their brand, their gains, their interests, and their news.
There are some great insights from the research "Top Language Tips for Better Email". There were over 50 emails from the financial industry. The research discovered two very interesting things about financials.
The use of ideology patterns is one of the things. What we find important is reflected in the language we use. The financial industry email marketing themes are the ones they find the most often. The themes are based on incentives, aspiration, trust and support Setting the ideologies to match the reader will set you up for a good experience.
Writing from a writer's perspective is very easy. Just ignore all that. The benefits your reader gets should be the final part of your message. The writer doesn't want what the reader gets. It's easier to concentrate on what's in it for me. Don't say, "I hope you will like it" Why should they care if they focus on the problem and the pain first?
There are 5 ways that transparent personalization can win over customers.
2. Get Closer Through Connection-Based Language in Email
The conclusion from Everlytic's research was even more intriguing.
Increased levels of engagement can be achieved by brands that use connection-based language. Top mailers use connection-based language.
"you," "we," and "our" are the four most common connection words.
There are different ways to address people in this table.
It helps build a stronger relationship when you use words like "you", "we", and "our"
The example shows the difference.
An example of a welcome email that we can learn from is this one.
The email seems to have good copy. That is already great because it involves the audience in a personal way. It can feel very self-centered if you read it in a certain way. Why is that happening?
The writer uses "I," "me," and "mine" a lot, so the text is self-centered. Every sentence begins with an action or feeling.
3. Do the Email We-We Test
Once you know how to spot it, it is easy to spot a selfish message. Count how many times you say "I, me, our, us, our product, company name etc." You can reduce the mentions of yourself by using connection-based language.
A few small changes can make an email feel more appreciated and engaging. When we add more connection-based language, it's important to remember the reader and the relationship. The example is a personal one. There has to be value in it for the reader.
4. Make the Reader Feel Part of a Group in Your Email
Is it possible to make the reader feel like they are part of a group? It would redefine what you mean by "us," "our" and "we" in your writing. "We both being marketers, we know that..." The meaning is shifted to the relation.
They're different and why it matters.
5. Simply Say It in a Conversational Tone
A good way to make your emails more personal is to have a conversation. How can I go convo? It's easy to write like you're talking to someone.
We are talking so we are not writing. To a specific person.
My man John. This could be a real person or a persona if you have one. You should start talking with John. We're close to getting there.
What do you think will happen? A lot of things start to pop up. It's amazing. The tip is one million dollars. Conversational writing is much more personal.
People vocalize when they read. They will hear it when they read it. They have a voice in their head. I know it's very strange. You might be doing the same thing right now.
The bonus tip is to use "my" in your call to action. The possessive singular is used in the call to action. "My" is the way to go. Even if it doesn't make sense at first, it makes sense for the reader.
Don't say that you want to sit.
"Claim your seat" would be better.
It's even better if you claim my seat.
Conclusion on Getting Personal With Your Emails
More than half of email marketers don't use any personalization in their email campaigns. You can use language to make your email more personal. Use connection based language, pick the right ideology patterns, and keep the text interesting.
How can you join the community?