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We often hear marketers say they want to use more personalization in their marketing. Use profile data to make emails more personalized and user-specific. And many are doing it. In fact, according to a recent report from the Data-Driven Marketing Association (DDMA), 63% of organizations say personalized customer interactions have already proven their value.
But personalization doesn’t guarantee that your email will feel more personal.
Notice the word “feel”. This is because personal email is not about the amount of data used for personalization, it’s about the personal feel of the email. So how can we make it feel personal?
The preferred method is to use content and language to make that personal connection. Let’s take a look at seven ways to make email hits harder without real personalization or data.
1. Use the right ideological patterns for better emails
Your word choice reflects what is important to you. Brands who write from their own point of view overuse “I,” “myself,” and “I” and talk a lot about themselves. Brands, interests, goals, interests, news, and more.
A study by Everlytic and BreadCrumbs, “Language Tips for Better Email,” provides some great insights. They analyzed 23,000 words and over 50 emails from the financial industry. Finance is now known for using complex and impersonal texts, but research found him to do two very interesting things.
One is the use of ideological patterns. Language reflects what we think is important. These themes can be imagined to be the most frequently seen in email he marketing in the financial industry. The themes are incentives, aspirations, trust and support. Setting the ideology to suit your readers sets you up for a worthwhile experience.
Prioritize your reader’s pain (and how to solve it) and switch your goals. It’s very easy to start writing from a writer’s point of view. But instead, skip it all. Your message should end with a benefit that your readers will receive. In other words, it is not what the writer wants, but what the reader gets. This makes it easier to focus on WIIFM. Please don’t say “I hope you enjoy it…”. Even more powerful is motivating these benefits by focusing first on the problem: the pain (why should they care?).
Related article: 5 ways to win customers with transparent personalization
2. Familiarize yourself with email connection-based language
What I found even more interesting is the conclusion from the same study by Everlytic.
“Brands that use connection-based language create better reader experiences, resulting in higher levels of engagement. And the trend among top mailers is that they all use connection-based language is to be.”
The four most commonly used connectives in this study are “your”, “you”, “we” and “our”.
Subjective, objective, possessive, introspective. Here’s a table showing the different options for talking to people.
Using words like “you,” “you,” “us,” and “our” builds a stronger relationship with the other person.
An example showing the difference:
This is an interesting example of a welcome email that we can learn from. This is a great example of what goes into a connection-based language.
For the quick and casual reader, this email seems to contain excellent copy. It’s great because it involves the audience personally and brings out their individuality. However, depending on how you read it, you might find it very self-centered (and a little too trying). Why?
The text is egocentric because the author uses “I”, “I” and “mine” so often: 12 times. Almost every sentence begins with the actions or feelings of the writer.
3. Do an Email We-We Test
Finding selfishly written messages is pretty easy if you know how. Use the We-We Test: Count how many times you use “I, I, we, us, our product, company name, etc.” For “you, yours, ours, etc.” see how to prioritize connection-based language to reduce references to yourself.
A few small tweaks and emails can make your readers feel appreciated and interested, not about yourself. , readers, and relationships. Yes, examples are personal letters and they have merit. But as a general rule, it should be valuable to the reader, as opposed to 100% conversion-focused emails.
4. Email makes readers feel part of a group
What if you could make your readers feel part of an insider group, a community? For example, “We are both marketers. am. In this case, the meaning shifts to connections, communities and relationships.
Related Article: Personalization vs. Segmentation: The Difference and Why It Matters
5. Speak simply in a conversational tone
Hmm… If you want your emails to be more personal, the conversational tone works like a charm. Now, how do you “go combo”? The easiest way is to write as you speak, specifically he is speaking to one person.
Take it literally. So we are talking, not writing. To someone in particular, not to a group.
For example, my boyfriend John. This is a real person you know, or a persona if you have one. Start talking to John and move your lips. Now we are starting to get there.
what happens? Sounds, small sentences, exaggerations, emotions, shorthands, contractions, emphasis, lyrical devices begin to appear. Hallelujah, wow! A million dollar tip.conversation text is coming road More natural, more personal.
A lot of people say it as they read your text. That is, when they read, they will hear it. the voice of their heart. Very strange, I know. However, you may be doing the same thing now reading this text.
Bonus Tip: Use “my” in your call to action. This may seem a little strange at first, but test it. Calls to action and buttons use the possessive singular. That’s why I use “mine”. This perspective switch makes sense to the reader, even if it doesn’t seem to make much sense at first.
Please don’t say ‘give me a seat’.
Good example: “Please take a seat.”
Or better yet, “Please take my seat.”
Conclusion on making your email personal
Personal email is all about composing emails felt Individuals — 53% of email marketers don’t use segmentation or personalization in their email campaigns. But with that personal connection language, you can make your email friendlier and more powerful. Choose appropriate ideological patterns, use connection-based language, make them part of a group, and keep your text conversational.
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