Rely on well-researched customer personas to personalise emails better

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 06, 2021, 4:46 PM UTC

Focus on understanding target audiences better, personalise email content and trigger desired responses.

Understanding the audience better can helps brands boost their open and click-through rates. For example, specific customers may prefer receiving emails in the morning, while others may respond faster to emails in the evening.

Make sure the emails include links to relevant website landing pages. These links should be relevant to the same buying stage the target audience is in. Marketers can also personalise brand emails by recommending more purchases and buyer actions, going by the readers' past purchases with the brand.

Use effective CTAs and create a custom deadline to develop a sense of urgency among readers. Emails are great tools for brands to mark both the brand's and customers' milestones. These can range from celebrating the anniversary of the customer's first purchase with the brand to birthdays.

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