Email Personalization is Not What You Think It Is

February 20, 2018

Personalizing your email marketing campaigns is more than adding a first name. ITC President Laird Rixford talks about why you should personalize your email marketing and how you can segment your list.


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Video Transcript

It’s time to get personal with your email marketing. And I don’t just mean using a person’s name. I mean really getting personal.

The best way to improve your email marketing is to personalize it. I don’t mean just adding their name in the subject line or email greeting. 

It’s time to stop treating your email database as one big group of people who want to receive the same email. 

Each of your contacts is a unique individual who deserves a tailored email experience. 

It’s time to really get personal with your email marketing. I’ve got a few simple ways to take your emails to the next level with personalization.

Personalization is more than adding a name.

Nothing has rocked the world of email marketing quite like personalization tags. 

You can use a small piece of code to pull a first name into an email. No need to send individual emails to each recipient. 

You can’t get more personal than calling the recipient by name, right? Wrong. 

First name personalization tags are a great way to grab attention. But, there are better ways to customize emails to your customers and prospects. 

Plus, the novelty of personalization tags is wearing off as more companies use them, and consumers are wise to what’s going on when they see their name in a subject line.

Data is everything when it comes to personalization of your email marketing.

Information about your recipients can take your emails to the next level. Think beyond a name. I’m talking about geographic location, buying history, and referral source.

You can use this data to tailor your emails to each type of recipient. 

But, you can’t personalize an email if you don’t know anything about the recipient. If you don’t have much information on your contacts, survey your database. Ask for more information.

And as you expand your email marketing efforts, consider making demographic fields required for form submissions.

When people get content that is relevant to them, they’re happy.

Emails perform better if they have tailored content that is relevant and useful for your contacts. And, they can help you build more meaningful relationships. 

To customize email content, look at your database. Put your contacts into groups based upon shared characteristics. You can group by demographics, line of business, behaviors, and more. 

Once you have organized your audience, adapt your message to align with their needs. You’ll end up with a pretty compelling email your recipients will actually want to read (and act upon).

Consumers expect custom, real-time responses. For example…

Someone fills out an online form. He signs up for a newsletter. Or, she buys an insurance policy. They not only welcome a response from you in these situations. They expect one. 

By sending an automated email response, you are providing a real-time reaction to their behavior. This is behavioral marketing. It’s one of the most successful strategies for personalized experiences.

The easiest way to use behavioral marketing in your email strategy is a welcome campaign when someone signs up for your newsletter. Or, an email confirmation if they requested a quote on your website. 

Once you get comfortable with those campaigns, start adding in drip campaigns. You can use a drip campaign to nurture prospects until they’re ready to buy. And the best part is you don’t have to remember to follow up. You can use an automated agency marketing system, like AgencyBuzz, to create and send these campaigns for you.

Remember, it’s okay to have personality in your email marketing.

Email marketing doesn’t have to be rigid and formal. Ditch the formal, third-person language. Stop using a masked catchall address like to send email from.

Instead, show your brand’s personality through everyday language and second-person pronouns. Try sending your emails from an actual agent’s email address. 

These two small changes create an immediate conversation with your audience. It invites them to build a more personal relationship with you. A relationship that could turn into brand loyalty and lifelong clients. 

Personalization is the best way to take your email marketing to the next level. I want to know. How will you personalize your email marketing?

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