In today’s digital landscape, leveraging automated personalisation is imperative.
According to Epsilon, 80% of consumers are more likely to do business with a company if it offers personalised experiences. However, reconciling the elements of automation and personalisation in email marketing often feels like an uphill battle.
It’s akin to unifying fundamentally different elements, such as oil and water. In a world where time paramount and efficiency is key, producing an email strategy that harmoniously merges both elements might feel challenging.
Fortunately, Zymplify has successfully developed a unique solution that allows your email marketing campaign to incorporate an individualised appeal while capitalising on the efficiency of automated workflows.This innovation means you no longer need to sacrifice one element for the other.
Let’s delve into personalisation in marketing and sales and unravel how Zymplify enables you to automate it for optimal impact.
According to a Salesforce study, 84% of customers say being treated as a person, not a number, is paramount to winning their business. Avoiding the pitfalls of personalisation is, therefore, critical. Achieving the ideal balance of personalisation in a sales environment can sometimes feel as elusive as finding a needle in a haystack. How personal can an email be for an individual you barely know?
Avoiding the Personalisation Pitfalls
Effective personalisation isn’t about mentioning a prospect’s alma mater or local weather. These tactics can come across as intrusive and even desperate, and in a Digital Advertising report, 34% of consumers said they would opt out of communications from a brand that seemed creepy. Instead, personalisation needs to focus on what truly matters to the prospect.
Personalisation in today’s digital world, specifically on a grand scale, requires a new approach, and Zymplify is leading the way. It’s not about trying to discover obscure details about each recipient, but rather about understanding that such an approach is unnecessary. By avoiding the temptation to get overly specific, you can use that energy to enhance your outreach activities, striking the balance between personalisation and automation.
Dynamic Fields: A Personalisation Panacea?
Consider the common practice of using dynamic fields, such as the recipient’s first name, in an email. A report published in Martech Advisor showed that personalised subject lines generated 50% higher open rates.
However, while addressing someone by their name in an email was groundbreaking in the past, today it’s as standard as your morning coffee.
Adding other dynamic fields, such as the company name, can be a value-add, but it’s worth questioning the actual value it brings to your message.
True personalisation goes beyond a few token details. It’s about connecting with the prospect’s pain points and aspirations by offering value tailored to their unique motivations.
Segmentation Secrets: Personalisation’s Power Move
The secret to achieving personalisation at scale lies in your email list segmentation. A Mailchimp study revealed that segmented campaigns have a 14.31% higher open rate than non-segmented campaigns.
With Zymplify, you can utilise various segmentation strategies to craft hyper-targeted email lists that allow you to create messages that resonate directly with your audience.
Now, you might be wondering, “How do I even begin to segment my lists?” Fear not, for Zymplify has your back. Here are just a few segmentation strategies to get those gears turning:
- Stage in the buyers’ journey/funnel
- Job function/role
- Industry
- Geography
- Seniority level
- Tech stack
- Revenue
- Recent funding
- Job changes (are they breaking in or shaking things up?)
- Intent signals
- Past purchase history
Now, here’s where the magic happens: once you’ve sorted your prospects into these categories, it’s time to unleash those tailored, personalised messages. Picture this: a hyper-segmented list like IT managers at medium-sized information security companies in the Dallas, TX metropolitan area who swear by a specific software.
And here’s the kicker: you don’t even need to stalk each prospect individually. With the right segmentation, you can crack the code to messaging that hits home with each and every one of them. So, what are you waiting for? Let’s get segmenting!
Once you have crafted these personalised messages, Zymplify’s automation functionality comes into play, ensuring that your emails reach your prospects at just the right time.
This is crucial, as a study by Experian showed that triggered emails have 8x more opens and substantially greater revenue than standard emails.
Leveraging Zymplify for Tailored Email Cadences
Now that you’ve mastered the art of hyper-personalised segmentation, it’s time to dive into crafting those compelling email cadences that’ll leave your prospects intrigued and eager for more. Lead Onion, your trusted ally in the world of sales, is here to guide you every step of the way.
Picture this: your email cadences finely tuned to resonate with your prospects’ interests and needs, driven by insights gathered through Lead Onion’s robust data analysis. It’s not just about sending out generic messages anymore—it’s about delivering targeted content that speaks directly to your audience’s pain points and aspirations.
With Zymplify by your side, you have the power to tailor your outreach efforts with unparalleled precision. Whether it’s highlighting how your product or service can solve their specific challenges or showcasing success stories relevant to their industry, Zymplify empowers you to craft emails that hit home every time.
And here’s the cherry on top: Lead Onion doesn’t just stop at empowering you to craft personalised email cadences—it supercharges your efforts through automation, saving your marketing and sales team precious admin time while ensuring timely and relevant messaging.
Conclusion
In summary, mastering automated personalisation doesn’t need to be an enigma. With Zymplify, you have the means to enhance your email marketing strategy, achieving a blend of personalisation and automation.
Insights gathered through superior segmentation techniques and tailored outreach empowered by Zymplify will help you strike a chord with your audience on a deeper, more meaningful level.
