A recent survey showed that most companies collected “personal” data but very rarely used it to make the maximum impact on their email campaigns. What a waste! By personal information, here I am referring to name, gender, dob, hobbies, business type and so on.
How many time have you looked at your post or your emails and they are addressed Dear Business Owner or To whom it may concern? Lots of times I would say.
I personally am much more inclined to open an email or letter if it says Dear Nicole or Dear Mrs Martin. Why?
I think someone has made the effort to find out about me and my name. I also see using my proper name as basic manners. Also, as a busy person, when I see a named letter or email it makes me wonder if this is information I have requested a while back or perhaps it is from someone I met at networking. It therefore attracts my attention straight aware.
Collecting data and not using it is a marketing crime and one I would like to stop from happening amongst small businesses. Personalisation is like talking directly to someone. Using what you know about them shows you have listened and understood. It will also help the reader come around to your way of thinking as they see you emphathising and understanding them, which automatically makes them more interested and open to your message, before they have even read it.
For more email marketing tips. log onto www.shortontimeandcreativity.co.uk