#lemlist Guest Posts, written by Shaira Williams. She is a freelance writer and a passionate tech blogger.
Wanna feature your work on our blog? Drop your pitch at firstname.lastname@example.org... but make it count. 😉
In marketing parlance, the money is in the list.
While that is true, getting to a point where you consistently hit your email outreach targets is a recurring headache for many salespeople. If your email list is not returning value, you should perhaps ask yourself if you're doing enough.
Statistics show those who are crushing it with email outreach have made personalization a key part of their toolset.
In this article, I will share 6 email personalization statistics that show the power of personalizing customers’ email experiences.
Why personalized emails get consistently better results
There is nothing ‘wrong’ with being impersonal in your messaging. That said, it's getting increasingly apparent that there is nothing right about it either.
As you can imagine, each day an average person receives more emails than they have time to read, which means it gets really hard for your emails to stand out.
So, if your emails are going to cut through the noise and get opened, they have to be unique. That means employing tactics other marketers aren’t utilizing... or are not good at it.
In case you're wondering, most people don't personalize their messages. While 68% of marketers believe personalization based on behavioral data leads to higher ROI, only 19% are actually executing on it.
In other words, your prospects’ inboxes are choking with generic pitches.
It shows that when you put in the effort to make your emails unique and tailor your messages to your customers’ data and prior engagement with your business, your emails are going to jump off the screen.
50% of customers say they will go somewhere else if email is not personalized (source: Active Trail Benchmark 2017)
At every touchpoint throughout their experience with your product, your customer is looking for signs that you really value them.
Maybe they don’t it consciously all the time, but if you don’t show them you care, and for some reason they are prospected by a competitor who addresses them by name, asks relevant questions, and personalizes offers to them, that customer is as good as gone.
20% average sales increase when personalizing customer experiences (source: Monetate)
Email outreach should be about conveying value.
Collecting all that personal information in the process will help you get to know your customers better. Then it becomes much easier to match your customers’ needs to your product’s benefits.
74% of marketers say targeted personalization increases customer engagement (source: eConsultancy)
Customers prefer to be addressed personally, and not as part of a group. More importantly, they love it when you make the effort to address topics that align with their passions.
When you produce email content that speaks directly to your prospects' special interests, you won’t have to work too hard for your messages to get opened.
41% open rate increase when a personalized subject line is used (source: MarketingSherpa)
It does not matter how good your copywriting and storytelling skills are, if your email subject lines are bland and don’t identify recipients by name, your email open rates are going to be lousy.
Emails with personalized subject lines command attention and are thus more likely to be opened. Since the recipient will see before they open that the email targets them by name, they are more likely to assume the content itself aligns with their interests and is, thus, relevant to them.
Guillaume and Vuk were kind to share some of their examples.
Campaign: Retention vol. 1
Campaign: Networking in Paris
Campaign: Video outreach to potential customers
Campaign: Hacking SaaStr conference 2018
27% higher CTRs and 11% higher ORs when brands personalize promotional emails (source: Experian)
Promotional messages are the easiest to ignore because people generally don’t respond well to buy requests, especially when strangers are pitching them.
In the body of the email itself, your prospect will want you to show why you think this offer is relevant to them. Have they inquired about it before? Have they bought something similar in the past?
In an environment where prospects are being pitched throughout the entire day, personalizing messages with something they can identify will give them the excuse to at least check your website out.
33% of marketers believe that email personalization will be most important in the future (source: Adage)
Consumers are becoming more sophisticated due to exposure to superior technology and more readily available information. The result is they are getting harder to sell to.
Personalizing email experiences allows you to ask more targeted questions that speak to recipients’ specific pain points. It also helps you send timely content that explains how your product solves their problems.
This in turn helps them overcome hesitations that may be preventing them from completing a sale, which shuts the door right in your competitors’ faces.
Nowadays, consumers have more choices than ever before. For you, that means increased competition and prospects inboxes that are choking with competing offers.
You must thus do more to earn the attention of prospects. Shotgun email blasts aren’t going to cut it.