Put yourself in your audience’s shoes. If you wouldn’t want to read it, why send it?
We have all been victim to generic, uniform emails that have nothing to do with our interests. After one too many of those, who even bothers opening them anymore? They go straight to the trash or are simply ignored.
Personalization is integral to engagement and preventing message fatigue. If you have done your homework from the earlier Mailchimp blogs, then you have taken the time to get to know your audience and organized them appropriately.
Give your audience the content they want and less of what they don’t want. Use the analytics and insights provided to you to learn what your audience likes to receive by examining and comparing open rates. You can also use this information to determine the best send times and days, or try their “send time optimization” tool, which determines the best time to send based on previous campaigns. With Mailchimp, you get what you put into it, so the more energy you put into getting to know your audience, the more results and engagement you will see.
Level up your personalization with merge tags.
What is a merge tag? They are text identifiers that reference specific data about your contacts. This could be their names, email addresses, birthdays– the list goes on. Merge tags can be used within campaigns to add a personal touch.
Merge tags might look a little scary because of their format. Let’s go ahead and get that shock out of the way – a merge tag is formatted like this:
*|EMAIL|* or this *|FNAME|*
Instead of sending a campaign to your audience and giving a simple greeting of “Hey,” you can add a merge tag like this: “Hey *|FNAME|*”. Now each contact in your audience will receive an email that greets them by their first name.
Here is a handy cheat sheet that has all the merge tags available with Mailchimp and where you can use them in a campaign.
Merge tags allow you to get one step closer to your audience by layering that next level of personalization.
What’s up next? A good email blueprint and successful CTAs.