It's Not What You Say, It's How You Say It
In the world of ecommerce, it's not just what you say in your marketing emails that matters, it's also how you say it. Personalising the tone and message of your emails to customers can significantly increase open rates and click-through rates, leading to improved customer satisfaction and loyalty. Understanding the customer personality is key to determining the best tone and message to use in your emails, providing a new layer of segmentation and personalisation.
One of the challenges of personalised email marketing is understanding the unique personalities of your customers. Traditional methods of segmentation, such as demographics and past purchase history, can only tell you so much about a customer's personality. To truly understand your customers on a deeper level, you need to look at their purchase data in a different way.
This is where our solution, Personified, comes in. Personified allows businesses to extract customer personality from their purchase data. By analysing this data, Personified enabled businesses to determine the best way to communicate with their customers.
For example, let's say you are sending out a generic marketing email to your ecommerce customers. The excerpt of the email might look something like this:
Hi [Name], We hope this email finds you well. We just wanted to let you know about our latest sale. Save 20% on all of your favorite products when you use code SAVE20 at checkout. Don't miss out on this great opportunity to save! Best regards, [Your Name]
While this email might be effective for some customers, it may not resonate with others. By using Personified to understand customer personality, you can optimize the tone and message of the email to better suit the individual recipient easily. For example, if the customer was more extroverted, the email excerpt might be re-written as follows:
Hey [Name], We hope you're having a great day! We just wanted to let you know about our latest sale. You can save 20% on all of your favorite products when you use code SAVE20 at checkout. Don't miss out on this amazing opportunity to save! Best regards, [Your Name]
As you can see, the email excerpt has been re-written to be more informal and friendly, using words like "hey" and "amazing" to appeal to the extroverted personality. Using this approach, you can increase the likelihood that the customer will open the email and click through to your website to make a purchase.
In addition to increasing open rates and click-through rates, personalising the tone and message of your emails can also improve customer satisfaction and loyalty. Customers appreciate being treated as individuals, and they are more likely to engage with your brand if they feel like you understand them and are speaking to them in a way that resonates with their personality.
There are several studies that support the effectiveness of personalising the tone and message of your emails. For example, a study by the CMO Council found that personalised email messages had 29% higher unique open rates and 41% higher unique click-through rates compared to non-personalised messages (1). Another study by Epsilon found that personalised emails had a 6x higher transaction rate and a 10x higher revenue per email compared to non-personalised emails (2).
Furthermore, personalising email marketing can also help businesses stand out in a crowded marketplace. With so many businesses competing for the attention of consumers, it can be difficult to differentiate yourself from your competitors. By using data-driven tools like Personified to personalise the tone and message of your emails, you can create more engaging and effective marketing campaigns that deliver better results. Book a quick demo to see it in action today.