Clients want relevance. They like it when your email content is customized to their interests and purchasing propensities; thus personalization. However, they also want to be safe and in control of the content they receive. Overdoing personalization can leave them feeling disturbed and creeped out. According to a study conducted by Barnard (2014), if customers view you and your selling techniques as “creepy”, they become 5 percent less likely to make a purchase. They will see you as a threat and assume negative perception towards your product. Indeed, there’s a thin line between “cool” and “creepy” personalization in email marketing. Below are personalization techniques in your email that are bothering your prospects. Make sure you are not doing them.
Getting Too Personal
Putting your prospect’s name in the subject line and repeating it numerous times throughout your email or marketing materials can send the wrong flag. It simply sounds shady. Sure. It may catch attention. But remember that you are not the only one using such technique. Your prospect is most likely besieged with heaps of different or similar customized marketing emails everyday, which implies they got more than they can bear and that you can’t really depend on using their first name to spark their interest.
Sending from your Brand
There are instances where prospects aren’t compelled to open email from companies because there is this perception of it being just promotional and not a personalized correspondence. An email from a person? Now that can appeal more to them.
Overdoing Email Automation
Sending out emails frequently through automation even if you don’t get a response from your prospects. You may unintentionally spam a market segment without noticing if there excessive number of procedures are automated.
Stagnating Email Content
Personalization encompassed the type of content you want your prospects to receive and where and when you choose to send it. Take for example, the early part of an email correspondence with a prospect might contain promotional content or information why he needs to purchase your service. If this prospect became a warm lead, you might consider sending him newsletter subscriptions or the cost of your service or other content like service packages or discounts to push him further down the conversion funnel; this, coupled with considerations of your prospects locations. Overlooking these things might defeat the purpose of your personalized email.
Personalization in email marketing, when done right, can be a manifestation of your relentless effort to comprehend and act on your prospect’s needs. There is something great you can reap with this more than just B2B leads or conversions; a client’s confidence and loyalty.