How To Build Confidence And Personalize Your List

Customize your message by using your recipient's name wherever possible

. It can make the reader more likely to read through the text and act on your message. Email marketing programs such as Broadc@st can automatically compose and send mass email messages with personalized fields and content, driven by a database. It allows you to speak directly to your customer or prospect and if done well, can be an affective one-on-one marketing tool.But it can go horribly wrong if the records on your database are incomplete or mixed up. The message is "Garbage in, garbage out" and you can inadvertently send out messages saying, Dear VP Marketing or Dear Smith. People can get irritated too, if you use the wrong tone such as Hi Sue! when this appears to be a message from a personal friend but turns out to be a marketing message. For the same reason, avoid using personalization in the subject line as it can sound artificial and intrusive.And be sensitive to the fact that an email with too much of the recipient's personal information might seem like an abuse of privacy. Whether you personalize your email marketing messages or not, it's important to make them sound personal, like a one-to-one communication from one friend to another.At the same time, your content must be relevant and authoritative. One of the biggest challenges for email marketers is finding good relevant content that will hold the interest of busy people. Don't ruin a good message by being overly friendly and personal as this could be counter-productive.The timing of your message is important too - try and imagine yourself getting emails and how you will respond to them. Avoid emailing during holidays as this is not very effective. The best days to mail your list are Tuesday and Wednesday as it has been proved that this is when people are more responsive to communication and more likely to read the content. On Mondays, people are catching up after the weekend - on Thursday and Friday they are anticipating the weekend. The optimum time has been found to be 2-3pm on a Wednesday!Personalization works both ways, so always include your own signature at the bottom of your emails as it inspires confidence and trust. After all, you are trying to generate more traffic to your website and people are rightly suspicious of anonymity. Include your name and title, your company name and website and a subscribe/unsubscribe link. Add a link to your privacy policy and a Contact us/ Send feedback link. If you are trying to establish a personal relationship with your customers, the least you can do is give them a way to easily contact you in return. Your telephone number is even better - it saves people going to your website to hunt it down.Remember that a list of 100,000 subscribers means very little if you have not engaged their trust and respect so be careful when you personalize!

How To Build Confidence And Personalize Your List

By: Frank Breinling

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