You’ve already done all of the legwork when it comes to creating email campaigns for your customers. You established consumer profiles, tailored the sign-up forms to better understand what your audience is interested in, categorized your list segmentation based off of their every characteristic from age to geographical location, and analyzed data from email campaigns that were opened and clicked through.
But, it’s not quite enough. Many customers may not feel as though they have built a relationship with your ecommerce business yet. The key to building that rapport is through personalization, and that means more than just addressing emails to each individual by name. Take your content personalization one step further to achieve the results you desire while establishing a connection with your audience.
1. Pay attention to your subject lines.
Did you know that emails with personalized subject lines are 26% more likely to be opened than those without? A personalized, fun subject line is a must for standing out in the midst of a crowded inbox.
Use the data collected on your customers to ask questions that are specific to their interests.
Rather than focus just on the greeting inside the email, try taking the customer’s name and using it in a unique hashtag in the subject line. Offering a special deal for the spring season? Include a couple of spring-friendly emojis in the subject line like flowers. You can also use this line as a call to action. Use the data collected on your customers to ask questions that are specific to their interests. Over time, you can continue conducting trial and error testing on your subject lines to see what tactics get your audience to open their emails.
2. Celebrate the milestones!
Many sign up forms request to know when your birthday is — and with good reason. Building a relationship with your customer is about more than getting them to shop with your ecommerce business. It’s about the customer as a person. So, celebrate the milestones! Send out emails to your customers wishing them a happy birthday or congratulating them on their anniversary as a customer with your business. Add in an extra-special deal just for the occasion. This will make your customers feel special and valued and add a caring face to your brand.
3. Offer customized recommendations.
One of the greatest ways ecommerce businesses can build rapports with customers that translate to sales is to have a thorough understanding of their history. What kinds of purchases have they made? What kinds of items have they searched for in the past? There’s even more personalization tactics to take advantage of if you have and understand this kind of information.
For example, if a customer searches for a certain item, like a lipstick, on your ecommerce site, you can monitor their search behavior to email them relevant beauty recommendations. They might be inspired to buy one of those recommended items — or at the very least, return to your site.
Sometimes a personalized incentive is all it takes to get your old customers to come back to your business!
If you’re already a regular shopper, your ecommerce business can analyze your purchase history. This allows the company to create an email that is chock-full of other items that may interest you along with special discounts and pricing that only you may redeem. This also works on customers that may not have shopped with you in a while. Sometimes a personalized incentive is all it takes to get your old customers to come back to your business!
Have any questions about writing email subject lines? Let us know in the comments!