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Hyper-personalised automated content is the next gen email marketing!

Love it or hate it, email is a channel that no one should ignore. But get it wrong, and you’re relationship will be over, ended with a heartless note that will read something like “I no longer wish to receive these emails” – at least we know where we’ve gone wrong, right?

Fortunately, many have trod these paths before, and we for one, are pretty happy to share what we’ve been learning along the way. So, here are some tips and a brief intro to the methods we use as Starberry to create great, personal, high performing email.

Step 1: Know your audience

Work on how you open an email; is it ‘Dear’, is it ‘Hi’, it is ‘Yo wassup’ – it’s probably not going to be the latter, but getting the salutation right is important, and it’s not the same for everyone.

Step 2: Let’s get personal (but not too personal)

Isn’t it nice when someone remembers your name? Makes you feel good, right? Well it’s the same on email. Fill fields are there for a reason! This also applies to interests, for example, why talk to someone about renting a flat when they’ve said they’re interested in selling their home – in most cases, it’s because you didn’t know.

Step 3: You’re the chatty one in this relationship

Don’t stop talking, your partner on this occasion is appalling at conversation, in fact, they may never speak a word to you. But lack of conversation aside, my god are they worth the effort… Don’t give up, but don’t waste every hour on them, and know when to cut your losses!

Step 4: Don’t lift a finger!

Whilst the dream of automating my regular life, allowing me time to pursue a career as a pro snowboarder / photographer isn’t quite yet a reality, my other dream of automating my relationships with customers is, and oh my is it good. Content automation now allows us to stay in regular communication and maintain relevancy with minimal input.

Step 5: T’ain’t What You Do It’s the Way That You Do It

Poor humour aside, Steps 1 – 4 are important techniques that will, for sure, improve your email marketing. That said, to do all those things, for all your customers, without spending every waking minute triple checking you’ve selected the right template for the right customer, could be hard.

Much like making a cake, it’s the method rather than the ingredients that make email marketing great. So, now you know the ingredients, start playing around with the method. If you’re using content automation, think about what triggers that automations or the timing delay between two emails. If you’re segmenting data and learning more about a contact, how are you going to use that info going forward?

Finally, I have many more awesome tips for you. If you want to know more, or are eager to get your own hyper-personalised automated email campaign going then Contact Us now.

Rus Sellers
Mar 22, 2016

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