Email personalization at scale requires a well-thought-out, organized workflow. No ifs, and, or buts about it!

The more personalized your emails are, the more valuable they will be to the recipient. Not to mention, the better your response rate will be.

Example of email personalization at scale

The inverse is true as well. If your emails aren’t personalized or relevant to the recipient, you have a greater chance of having recipients mark your email as spam. This will burn out your domain, and your results will tank.

When sending emails, you are sending your message to people who all fit different profiles and have other needs.

market segementation for cold email outreach
Draft your emails to speak to each persona in your recipient list at the same time | Source: Shutterstock

Emails are an effective way of reaching your audience and speaking to them directly. However, when you’re talking to your audience or customers, it’s best if you personalize the conversation.

Doing it for a few prospects can be easy. But what if you have hundreds or thousands of prospects or customers to whom you are reaching out? You need a well-thought-out process to do email personalization at scale successfully.

This article will help you learn how to manage email personalization at scale.

Let’s dig in.

Why Email Personalization at Scale Matters?

It’s easy to send out a random templated email to your customers. However, that may not get you the results that you’re looking for. Instead, it might be opened and sent to the Junk folder directly. Then, customers need only a few seconds to decide whether they like your marketing message.

Case in point: emails with a personalized subject line are 26% more likely to be opened.

Moreover, about 70% of millennials are frustrated because of irrelevant emails. By leveraging email personalization at scale, you can engage the recipient of your email on a one-to-one basis. Driving more engagement because the reader feels that you are speaking directly to them.

Email personalization statistics
Image via SmarterHQ

It is not only millennials who demand personalization. Nine out of 10 consumers (91%) are likelier to buy from brands that personalize their offers and recommendations.

In order to stay ahead of your competitors, it is essential that you personalize your emails and communications with your customers. By doing so, you will be able to better connect with them and build lasting relationships.

There are numerous examples of brands that have benefited from personalization, and Amazon is a prime example among them. Every email that it sends includes personalized recommendations for the customers.

Personalized email from Amazon
Source: Amazon

How to Achieve Email Personalization at Scale?

“What’s in a name? That which we call a rose by any other name would smell as sweet”… Romeo knows what’s up! Adding your customer’s name to your emails is the simplest personalization you can do.

But there’s much more to email personalization at scale than that. First, you must genuinely dive into your audience’s psyche and understand them.

To do this, you need to gather data about your prospects and customers. Then, once you have this data, you need to make sense of it. Then figure out how to personalize your emails for your customers.

Email marketing can be a powerful tool, but only if done correctly. Knowing who to send your emails to and when is half the battle; crafting an effective email that speaks to their needs is the other half. With the right tools and a little planning, you can make email marketing work for you.

So, let’s look at the different methods to help you achieve email personalization at scale.

1. Utilize Behavioral Analytics

To personalize your emails, you must first understand your customers by determining their preferences. While you can figure that out by carrying out surveys and asking your customers, behavioral analytics can help too.

Here’s how to collect behavioral data:

  1. Segment your audience into different buyer personas. For example, in your email outreach, you may want to speak differently to a CEO prospect versus a Director level person. Both have different pain points. Segmenting your audience will help you craft the right message for the recipient.
  2. Understand the customer journey for each persona. For example, does your prospect have purchase authority or do they have to ask a supervisor? Knowing this upfront will help you personalize your message more effectively.
  3. Track customer behavior for each persona. Looking at open rates, response rates and click-through rates. Other parameters are a great way to track customer behavior for each persona. For example, as they click through to your website, UTM tracking helps drive prospects from emails to your website. This helps you can see their path to purchase more effectively.
  4. Create an icebreaker for each contact that is a point that would be relevant to them and feel personalized. Do some research before your and create an icebreaker. Having specific reasons to reach out will make you more interactive. It will also give you a personal touch that benefits you in the long run! Write it in such a way that it drops naturally into the message of your email. For example, note which posts they posted on their blog and take a snippet from it. Then when you send an email, you can include a copy like “I love your post on {{topic x}}. It spoke to me.” This becomes a very personalized email and shows this was not an email sent to everyone. You want to show them that you took the time to research THEM, so your message becomes genuine and well-informed.

Boosting Your Conversions via Email Personalization at Scale

Did you know that you can personalize images in your emails to increase conversions?

Segmenting your audience and using behavioral analytics to gather insights, can help you understand how to personalize emails effectively.

In today’s business world, first impressions are everything. That’s why when you’re reaching out to potential clients, it’s important to make a good impression from the start. A personalized image and a offer for coffee can go a long way. It makes you seem like more than just another salesperson. This makes your email significantly more appealing and will help you get the meeting you’re looking for.

email personalization with images in email
Email personalization with images: “[{Yourname}], let’s grab a coffee and I’ll tell you how we can help you.” Source: Lemlist

2. Establish a Team

To achieve email personalization at scale, you also need a dedicated team to oversee your transition. From a traditional email marketing approach to a trigger-based one.

The idea is to ensure the transition is smooth and implemented without a hitch. Your team should include:

  • A Campaign Manager who manages the entire program
  • An IT Staff Member
  • One or more SDRs (Sales Development Representatives) sending out emails. And replying to recipients who want to learn more. Their goal is to schedule as many sales appointments as possible.
  • A researcher who builds your list uses tools like LinkedIn as well as other market research tools. This is an evergreen process.

Remember that this team would need to work together to improve your email personalization results continuously.

3. Employ Technology

Finally, you can’t go anywhere without technology and automation when you’re planning to do email personalization at scale.

Image Source: Giphy

The right technology can help you create numerous personalized variations and triggers. This wouldn’t be possible manually. At the same time, email marketing automation enables you to send such emails on autopilot, when the actions related to the triggers take place.

Some of the email automation tools you can check out are:

  • Mailshake
  • Hubspot
  • Woodpecker
  • Mixmax
  • Lemlist
  • Active Campaign
  • Clickfunnels

Conclusion: Personalize Your Emails at Scale Now

Email is an important marketing channel. Personalization is a must. Consumers are now expecting it. If you’re not delivering, they’ll go to your competitors.

To wrap up, you should utilize behavior analytics and analyze customer usage. You should set up a dedicated team for personalization, and employ technology to achieve email personalization at scale.

However, doing all of this yourself can be challenging. It always helps to work with experts. We at SSC, have a dedicated team of professionals. We can help you with this and many other things. So get in touch with us now.