To personalise or be generic in email marketing?

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July 3rd, 2009 by Richard

Good business is all about relationships. Far too many business practices these days have forgotten about the importance of the customer. Many a company takes the attitude that they are doing the customer a great favour rather than trying to meet the needs of the customer first.

That customer is doing you as the entrepreneur a huge courtesy and favour. After all they can simply mosey on over to the competition if they do not like what you are offering them. And that leaves you in a bad place. So start building those customer-business relationships with your email marketing campaign. But before you do be sure not to fall prey to the traps and shortcomings of personalisation.

Personal pitfalls and victories

Make sure that certain personal information fields are filled out before you send out any personalised email marketing newsletters. You could end up looking plastic and showing up your personalisation attempts if something vital is left out. Personalisation is also great for building rapport with your customers and prospects if you do it in the email body.

Steer clear of personalised subject lines. They often come out on the other end sounding cheesy and false. Avoid informal, personalised greeting subject lines. The recipient may think that the email is from a friend and be angered to find that it is an email marketing campaign instead. Lastly, never, ever put too much of the recipients personal and private information into an email. This is not appreciated and they will feel that their privacy is not being respected.

Personalising emails is a great way to let your customers know that you value them, but make sure you do it the right way.

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