The good news for all the business owners is that they live in the 21st century where communicating with customers is possible in different ways. According to BlueSource research, more than 70% of adult people would use email as a commercial communication method. Many businesses are probably aware of that, and they are willing to take advantage of that opportunity.
Another research confirms that There will be nearly 4.5 billion active email users until 2023. That statistic confirms there will be a lot of opportunities to boost your email customer support, but it also confirms that remaining competitive is going to be challenging. Because of that, the only option businesses have is to write personalized emails and make their customers feel special.
Yet, is writing personalized emails for customer success easy? Unfortunately, no. However, if you properly pass through a couple of stages, you will manage to reach your goal quickly. Because of that, let’s find out those stages together and make the entire process easier for you!
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Start the Email with Customer’s Name
Starting the email with the customer’s name is the first step to make the emails more personalized. The recipient knows that hundreds or thousands of people more subscribed to your newsletter, and he would be surprised to see his own name at the beginning of the email. You will grab his attention and convince him to check out which message you exactly want to send.
As mentioned, tons of companies offer the same product as you, and they all probably send emails to their target audience. That is why you need to make your future customer feel special, and starting an email is a perfect way to do that! Believe it or not, even science confirmed that our brain specifically activates when we hear/read our name. It is an opportunity you should take advantage of.
Focus Personalization on Buyer’s Persona
This stage confirms that you need to know all the characteristics of your target audience. They all probably have similar or identical interests, concerns, and needs. Because of that, you can try to personalize your emails around the buyer’s persona.
So, what exactly does this mean? Well, the way you communicate with people is not always going to be the same. In some cases, you will have to answer in a formal way while some people would gladly accept to chat with you in an informal way.
As previously mentioned, the way your customer support communicates with customers depends on their characteristics. For instance, Generation Z and Millenials would rather decide to communicate through text messages in a more relaxed and flexible way. That may be the fact every business owner should remember. On the other hand, older generations will probably expect a bit more formality. For instance, you may need to start the email with madam/sir, use some professional phrases, etc. Informal email communication is more simple than that, and you can use the example below as an inspiration.
Generally speaking, the purpose of the informal communication is to make your customer feel like he is talking to a friend. Despite that, you will confirm that you and your potential/previous customer are on “the same level”. When they feel that way, you can be sure they won’t hesitate to spend their money on your products.
Personalize Email Based on Behavior Triggers
Okay, this stage requires additional investments because you will need to use so-called marketing automation software to track your customers’ behavior. The purchasing journey is long, and there is always a chance some of your customers will not get the necessary desire to end it. It may happen you don’t give them what they want to get in some stages of your sales funnel.
The good news is that you can re-engage clients who do not reach the end of their journey (purchase a product). These emails are an excellent choice whenever you want to welcome a new customer, remind old clients who haven’t purchased a product for a while, notify them about the event they signed up for, etc. In that way, you are directly talking to THEM, not all the customers that subscribed!
Grammarly, for instance, sends weekly reports to its users. Each week, they send weekly writing updates that track the productivity, vocabulary, and other factors important for every writer. As you can see on the example below, Grammarly does not promote its services at all through this type of email. Their customer support only notifies the users on a monthly or weekly basis about their usage of their program. In that way, they make the customer feel like they are in some sort of competition and indirectly remind them that using their software can make them become “champions”. This way of communication will, at the same time, boost the level of interaction and indirectly promote/”re-promote” the tool.
Add Emojis to the Email Content
When people chat on social media, they often use emojis to express their feelings. They will send kisses, hearts, angry emojis, etc. Well, that could be one method that you can use to add emotions to your email content. Despite emotional expression, you will once make the customer feel like he/she is talking to a friend. You can use emojis through the entire content, or you can simply add it to the headline. The image below can serve as a guideline.
Of course, it is not always easy to write emotional content. Keep in mind there are some boundaries here as well. It is not the point to write pathetic emails; despite the emojis,, the content you share also needs to be valuable for the person who receives them. In case writing is not something you know how to do, you can always reach TrustMyPaper to boost the quality of your content. The professionals will know how to make it engaging and valuable because they are writing that type of content all the time.
Bonus Tip: Ensure You are Active
Sending personalized emails will probably result in a number of replays from people that you managed to impress. Answering all those people and analyzing their feedback is not always going to be an easy task, right? However, customer feedback is everything to you! They will tell you whether your offerings are appropriate, what exactly they want to get, what’s missing, etc.
Because of that, it is much better to automate the process and make things easier a lot. For instance, you can schedule a follow-up email whenever someone interacts with your first email or simply send an automated email after a customer purchased your product (and apply the pieces of advice we talked about).. The purpose of process automation is to keep the customers coming back!
The purpose of personalized emails is to become different from your competitors and make your customers feel more valuable. They will understand that selling the product is not the only goal you have. However, if you don’t know who they are and which interests/concerns they have, accomplishing that task in the right way will be impossible. You simply won’t know what they exactly want to see.
Research your target audience and their behavior, improve your writing skills or simply hire someone to write content instead of you, and you are ready to go!
Erica Sunarjois a professional copywriter, content creator, and editor working closely with Supreme Dissertationson the web. He is a passionate and dedicated writer who aims to provide his readers with practical, up-to-date tips, trends, and information. Donald spends his free time honing his article and case study writing approach through research and life-long learning.