Get More Sales-Ready Leads With Email Personalisation

Email Marketing is one of the most effective marketing channels, but few marketers are using email personalisation to its full potential, with as many as 70% of brands failing to use personalised emails. Marketing Cloud makes it quick and easy for you to send targeted emails to nurture your leads to sales-ready.

Personalised emails use previously collected customer data like name, location or interests and shows you a tailored bespoke version of the email that matches your responses. This allows you to address your mailing list individually while maintaining the power of scale.

Why Email Personalisation Is Important

If you receive more than a hundred emails a day, it can be a difficult task to choose what to open and ignore. Potential customers have the same problem. However, marketers can help them open the right ones with email personalisation. Studies have consistently shown that personalised emails have a significantly higher open rate.

Emails with personalised subject lines are 22% more likely to be opened.

As we move to a more digitally focused world, email personalisation is no longer a nice to have. It is instead expected as standard. A poor emailing experience for users won’t drive the results you want when the competition is offering them tailored communication based on their interests. Personalisation doesn’t just improve your open rates. It also improves other important email metrics.

Unsubscribe Rate

People who receive emails that are targeted to them and their interests are less likely to unsubscribe. This will help you keep your unsubscribe rate under the magic 0.5% all marketers are striving for.

Click-Through Rate

According to Experian, a global consumer data reporting company, the unique click rates for brands that send personalised emails are 27% higher than brands that don’t personalise.

Response Rate

As more of your emails get opened and engaged with, you will find that your response rate also goes up alongside the number of marketing qualified leads.

When a customer feels like you are speaking to them as an individual rather than a corporate entity, they are more likely to trust your brand and be interested in what you have to say. Marketing Cloud makes it easy for you to create those personalised experiences with our email marketing tools. Get started today and see the difference it makes for your business.

How Can Marketing Cloud Help?

Marketing Cloud makes it easy to personalise your emails with just a few clicks. You can use data from your CRM system to automatically include details about each individual recipient in your email messages. Or you can create custom segments of customers based on their demographics or behaviour, and then target those segments with highly relevant content. Marketing Cloud’s Marketing Automation makes it possible to create campaigns that are designed for specific audiences, ensuring your emails reach the right people at just the right time.

Intuitive features (like AMPScript, Marketing Cloud’s scripting language) give you the power of a developer without the specific expertise and allows you to create highly personalised customer experiences that go much further than just emails. The success of Marketing Cloud’s marketing automation software helps marketers take full advantage of their data to capture and nurture more leads to sales-ready.

Getting Started: How Does Email Personalisation Work?

Marketing Clouds email personalisation features make it quick and easy to send targeted emails that will increase your conversions and nurture more sales-ready leads.

Personalisation Strings

You can use personalisation strings, sometimes known as merge fields or substitution strings, to deliver your bespoke communication. Personalisation strings are pieces of shortcode that tell Marketing Cloud to insert personalised content in your email. They can be used in the subject line, preheader, or in the content body.

Personalisation strings are defined by a double percentage sign at the start and end of your string with a word in the middle to define its purpose.

 

An example looks like this:
Your personal car insurance renewal is due on %%=FormatDate(@renewal, “MMMM d, yyyy”)=%%

Would become:
Your personal car insurance renewal is due on January 16, 2022

You can use your CRM data to populate renewal dates or other reminders targeted to specific customers. Make use of Marketing Cloud’s toolbar to keep handy access to all the personalisation strings.

Dynamic Content Blocks

To take your email personalisation to the next level you can make use of the Dynamic Content Blocks which simplify hyper-personalisation in your emails. Tailor the content of your email based on gender, age, product interests, their place in the sales cycle and much much more.

The Dynamic Content Block allows you to create entirely different email views such as showing different clothing products based on the gender of the recipient. Everyone is used to seeing these emails from B2C companies, like the one below from Adidas. However, hyper-personalisation doesn’t have to just be for large multinational organisations. The Dynamic Content Block makes it truly accessible for marketing teams of all sizes.

How Can Pracedo Help You Achieve Greater Engagement With Email Personalisation?

All Marketers want to be up and running and get a clear view of ROI as soon as possible. We have helped organisations to deliver personalisation at scale with over 50 Salesforce Marketing Cloud projects. Pracedo’s years of experience in the marketing automation space allow us to customise Marketing Cloud for your business, aligning with best practice. All of this while integrating Salesforce, the worlds largest CRM, with your marketing campaigns.

By involving a Platinum Partner like us, you can:

  • Ensure that your Marketing Cloud solution is built to your bespoke needs, using recommended best practices and scalable methods.
  • Engage with your customers across the entire customer journey to maximise your impact
  • Target your audience at scale with Marketing Clouds by sending hyper-personalised messages at scale.
  • Increase your efficiency with powerful automation, allowing you to focus on what matters most.
  • Gain smarter insights, with cross-channel analytics you can see how customers are responding to marketing initiatives in real-time – so you can optimise as you go.
  • Get in-depth reporting from your data by using custom-built marketing dashboards that provide in-depth KPIs, performance tracking and campaign analysis.

To get started on your Marketing Cloud journey and go from mass marketing to one to one communication effortlessly get in touch with one of our Marketing Cloud experts today!

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Pracedo is an award-winning Platinum Salesforce.com Consulting Partner that delivers innovative Salesforce implementations to forward-thinking customers.

 

With over a decade of experience focused on Salesforce, and with offices in London, Milan, Rome, Belgrade and Melbourne, we work with our customers to unlock the power of the platform through tailored implementations that facilitate achieving business goals and ambitions. Our talented team of over 80 Salesforce professionals globally means that Pracedo offers a boutique consultancy experience, delivered locally to you, with the breadth and depth of knowledge earned from delivering over 1000 projects across our locations.

 

Pracedo specialises in Digital Transformation and Change Management. Implementations and customisations include: Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Marketing Cloud, Marketing Cloud Account Engagement (formerly Pardot), Salesforce CPQ and Billing, Salesforce Community Cloud and Salesforce Nonprofit Cloud.

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