According to a report by Erik Schulze, VP at Yes Lifecycle Marketing, summarized in Direct Marketing News, this coming year email marketing messages will be even more personal. The reason, says the report, is that Email marketers must make their messages standout in the crowded inbox.
Schulze says that “… the number of emails that each of us get increases each year… conversely, as the number of emails go up, the engagement with those emails goes down… it's much more important to have a more personalized discussion or address personal needs… “
Personalization can include specific details, says the report, such as a recipient's name or perhaps a birthday mention. But Schulze warns that in the New Year, email marketers must go far beyond those simple elements. “… personalization should be less about getting somebody to transact in a moment… (but rather) fit into a broader strategy… “
As email marketers develop strategies for 2015, the report suggests several ways to go about making each email personal for each individual who opens it:
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