The Cost of Unpersonalized Email

Posted by Deborah Johnstone on 29 Aug, 2017

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Despite copious gloom and doom scenarios about its demise, email continues to lead in ROI, beating out all other B2B marketing channels. Understanding the implications of email marketing success is vital.

The email ecosystem has quickly shifted with the advent of mobile computing and with the impact of customers’ expectations. No business can afford to deploy batch and blast methods. According to technology market research firm, The Radicati Group, not only is email leading all interpersonal communication, it's also expected to grow over the next few years and reach over 319 billion emails per day by 2021.

That translates into a lot of information for the average business or consumer to wade through daily. Plus, Radicati Group predicts that worldwide, email accounts will outpace users since people delegate multiple accounts for different purposes.

People are actively weeding out emails and categorizing information according to relevance. The result is that click-to-open rates have dropped from 13.3 percent to 11 percent.

This barometer indicates people are refusing to engage with content that doesn’t offer value, or more importantly, content that isn’t personalized. The Cost of Unpersonalized email has gone from incidental to critical. Without dynamic messaging and sophisticated targeting, you’ll lose potential clients and alienate existing customers.

Your Brand Perception is at Stake

How your brand is perceived directly affects how successful you are in attracting and keeping clients. To stand out in a crowded inbox, it’s essential to have a deep understanding of your customer’s journey.

Measuring the performance of every campaign will provide the necessary insight, and knowing customers’ preferences will help you gain allegiance. Personalization is efficient and allows you to identify your customers’ challenges in a way that resonates with them. This gives you the opportunity to provide meaningful solutions, which builds brand credibility that motivates customers to stay loyal to a brand.

Unpersonalization usurps that.

The Definition of Spam is Changing

Providing a sub-par email experience is equivalent to spam. Plain and simple.

No one has the time or inclination to evaluate content that doesn’t appear to have value. There are simply too many competing streams that have already optimized their channels and know how to deliver. Add to this the fact that consumers are less “brand loyal” than they were even a few years ago, and your emails have the potential to be considered irrelevant if not highly focused.

Evaluating sending practices and permissions, and most critically, providing value in your messaging through personalization will go a long way in keeping your emails out of the spam folder. These tactics position you as a business that knows how to provide relevant information.

In order to stand out amid the onslaught of email arriving to inboxes daily, personalization is key and must be non-negotiable. It allows you to offer the right information at the right time. Conversion rates, relationship building, and obtaining subscriber or client information are all improved with thoughtful, targeted messaging.

The cost of not personalizing email communication is irrelevancy. No business can afford that death knell.

Ready to start making the most of every email you send? Check out our article that explains how to make a great first impression and boost open rates with the perfect subject line, or click here to sign up for a 15-day free trial to learn how the world's leading personalized selling platform can help your business accelerate sales and increase revenue.

 

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Tags: Personalization

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