In 2021, sending an email can be as good as having a real conversation with a person. If you are using email for your marketing and fundraising activities, and you’re not adding personal touches, you may be leaving a lot on the table in terms of engagement, fundraising, and response.
We’ve all received an email at some point that used our name. Regardless of how you personally responded, the data tells us that emails that use names stand out in the subscribers’ in-boxes as highly relevant emails that speak directly to them, and the response is better. And this is not just anecdotal evidence. Look at the supporting statistics:
- Personalization in the email body has a higher-than-average open rate of 29.95% and a click-through rate of 5.03% (GetResponse).
- 80% of customers (or donors) are more likely to make a purchase (or donation) when their experience is personalized (Epsilon Research).
- Lack of personalization may cost organizations up to $2.5 trillion in lost revenue (Accenture).
When people sign up for your emails, they usually provide a first and last name. Are you using this information to personalize? Programs like Mailchimp and Constant Contact allow you opportunities to merge these fields into your subject lines, email body, buttons, etc.
Next time you create a donor appeal, a marketing promotion, or really any customer communication, consider adding personalization using these built-in features.
- Subject line example: “Jane, you’d have to see it to believe it …!”
- Body text example: “The latest numbers are staggering. Matt, can we count on your support once again so we can send much needed resources to the field teams?”
With more and more organizations using personalization in their email marketing strategy, it is necessary to know how to do it effectively. Make sure you choose what’s best for your organization and target audience, and personalize wisely!
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