Faced with the task of reaching out to hundreds, if not thousands, of Barbour ABI contacts you might be asking yourself:
“How can I communicate on a mass scale without coming across cold or soulless?”
Well, the short answer is to use personalisation.
And with some smart marketing software, you can do this efficiently & with a huge impact.
The first step is understanding what personalisation is.
In an ideal world, we’d be able to write every marketing email with a personal note that relates to each prospect’s situation and how you can help them.
But unfortunately, this is only viable with contacts who are close to being customers. If you did this with every contact you encountered from Barbour ABI, Glenigan or elsewhere, you’d never get anywhere.
So how can you make an email personalised without spending too much time on that particular contact?
What is Personalisation?
Personalisation tags (or tokens) are dynamic content inserted into an email, webpage or image that changes from contact to contact. For example, it could be a First Name, Company Name, or Project Title. They are taken from the contact & company fields of your CRM, database or email client.
Creating a personalised experience for your contacts can increase the engagement of your communications. In fact, not using personalisation can be damaging to your business. A report from Accenture found that 41% of consumers switched companies due to a lack of personalisation.
Why use Personalisation?
HubSpot’s State of Marketing Report 2021 revealed personalisation is the number one tactic used by email marketers to increase engagement. So if you’ve heard of it and are already using it then that’s excellent.
And if you haven’t started using it yet, here are 3 reasons why you should be:
- You can tailor your product offering to each segment of your audience.
- You can create content based on the behaviour of past contacts and customers.
- You can give your contacts a friendly humanised experience with your company.
What is a Personalised Image?
Personalised images are a newer development in customising the experience for your Barbour ABI and Glenigan contacts. Using an image within a plain text email will make your communication stand out compared to all the other emails your contacts will receive. And if this image is personalised with their name, job role, or company name it will grab their attention.
With image personalisation, you can edit existing images or videos by adding layers of personalisation on top of them. For example, you could add, "*FirstName*’s Product Demo" to a pre-existing video you already have in your content library. Or you can create/take new images that will be used specifically for your email campaign. For example, this one that Jack has created:
Would this type of personalisation encourage you to reply? Or would it put you off?
We’re interested to know your opinion. Get in touch and we can integrate personalised images into your existing or a new Project Prospecta campaign.