Welche Daten benötigen Sie, um Ihre E-Mails zu personalisieren?

Don't get too personal in a creepy way. It's important to balance customizing content with using demographic info. Make sure you're not crossing the line and sounding like a stalker.

Tbh I think demographic data is going to be less and less important. Yeah relevancy matters but intent and TIMELINESS = the ingredients you need for a booked meeting. You can send out 5 million emails that are hyper personalised but without knowledge of intent (hiring, purchasing behaviour etc)- you've got part of the puzzle.

Personalization is less about demographics and more about understanding what your customers business challenges are. If you can add value and demonstrate your ability to solve for those challenges you have a higher probability of engagement.

A often overlook data point for personalisation is the location: - adapt your copy to the language of your target is a great way to boost your reply rate. - align the sending time with the time zone of your audience can help you increase the open rate.

Prince Charles & Ozzy Osbourne have the same demographics ✔️Born in 1948 ✔️Grew up in England ✔️2 Children ✔️Wealthy ✔️Likes dogs ✔️Married the second time But they are two completely different people. Find and leverage behavioral, psychographic, and contextual data to deliver a truly relevant experience - not demographics

I've found that behavioral data, especially in SaaS and PLG, is the best way to build relevant emails for your contacts. Unfortunately, it's also the most difficult because it often requires the help of engineering to build data in, add new streaming events, and so forth. So you have to play the political game a little bit. (It's a reality of work). Become good friends with the product team, and the engineers who write the events. Help them out, be kind and thoughtful, and praise them up when they take the time to give you the data you need. They have pressure ultimately to innovate on the product side, and so they will likely see your requests as a distraction, so make sure they know you appreciate it when they help you out.

Behavioral data, like past interactions, email opens, and website activity, helps tailor content to individual preferences and actions. For example, referencing a past interaction early in the email can significantly increase engagement and conversions. Contextual data, such as sending emails at optimal times based on when recipients are most active, ensures better open rates. For instance, sending emails in the morning or during lunch hour can be more effective.

Behavioral data is like having a quiet chat with our subscribers. Every click, open, or browse on our site tells us a bit more about what they're into and it's the best way to engage. It's beyond the usual "age and location" stuff - it's real-time feedback on where they are in their lifecycle with us. By tuning into these signals and making communication meaningful at each step, we can keep our emails relevant and our subscribers engaged, making our campaigns feel more like a two-way conversation, setting us up for email success!

There are 3 broad user behaviours you can use: [1] How they've interacted with your email [2] How they interact with your product (esp. for SaaS) [3] How they interact with your website/store You can use these data to figure out where your customers are in the buyer journey and nudge them accordingly.

Behavioral data provides valuable insights into how your subscribers interact with your emails, website, and other channels. This information helps you understand their interests, needs, and position in the customer journey. Key uses of behavioral data include: • Analyze email open rates, click rates, and frequency to assess how engaged and loyal your subscribers are. • Use website browsing history, cart abandonment, and purchase history to understand subscribers' intentions and preferences. • Collect and analyze email responses, feedback, and reviews to evaluate customer satisfaction and loyalty. By leveraging behavioral data, you can tailor your marketing strategies.

To personalize emails using psychographic data, focus on understanding the interests, values, and lifestyle of your audience. Gather information about their hobbies, preferences, and attitudes. This data helps you create content that resonates with their specific mindset. For instance, if your audience values sustainability, you can highlight eco-friendly products. By tapping into psychographic insights, you can craft emails that align with the unique perspectives and lifestyles of your audience, fostering a deeper connection.

Map psychographic data to emotions. If you want to make your message more persuasive, you need to first understand the emotions involved with the problems you customers are facing. And then you can start calling out and addressing those specific emotions in your copy and graphics.

It’s so valuable to understand what people care about and articulate how you can empathize with your audience. Statements like “_____ shouldn’t take this much time. That’s why we made it faster for you.” Or “Everyone deserves _____” show that you understand what they believe and those same thoughts were intentionally designed into your solution, as well.

I'm a huge fan of using psychographic data in email marketing particularly. Nothing converts better than using your prospects' pain points to personalize emails. It's quite easy to capture this data. I would use tags to indicate which prospects in your CRM show signs of a particular pain points for your service/product. These can be added when a prospect clicks on an email related to a pain point, visits a feature paid for XX time about a paint point, expresses an objection during the sales process, etc. When you have this data collected, you can begin to customize the messaging that will convert highest for each prospect you are emailing.

One of my favorite tactics here that make emails seem so much more personalized is to create a custom field that updates with the name of each lead magnet. So let's say you had a lead magnet titled Instant Inbox Placement. The first email I'd sent to the subscriber (outside of delivering the lead magnet) would be something like this: Hey [NAME], I just got a notification you downloaded the *Instant Inbox Placement* guide. It's a big doc with a lot of info on it. Are you struggling with inbox placement right now? Tyler But the best part is the text between the asterisks would be dynamic and update with their specific lead magnet. Makes the email super relevant and contextual. That email gets an awesome response rate.

Contextual data is extremely helpful. It allows you to create relevant content that is tailored to the location or time of day of your subscribers. For example, you can use location data to respond to the weather or send emails at the right time of day. These small adjustments make your communication more personalised and relevant.

A lot of email tools have the ability to know what timezones your users are located in and in my opinion this is crucial to the success for your campaigns. Once you know the users timezone, you will be able to send emails to them within working hours and not a random time in the middle of the night. I prefer to send emails to my clients/users between 9am - 11am in the morning so I can get to the top of their inbox. After 9am, they would have checked their inbox and read everything they needed to. By the time my email shows up - it will be fresh, at the top of their inbox, for them to open and read!

Using weather data to customize emails will make sure that communication is relevant. Weather is one of the most discussed topics socially, and hence is valuable to utilize when communicating in emails as well. An example would be the local cornershop talking about an enticing ice cream on a hot day, or a warming hot beverage on a cold day. The opposites would not have the same effect and would be more likely considered spam.

With contextual data, you can create highly relevant and targeted email campaigns that resonate with your audience, leading to higher engagement, and conversion rates. Let’s say personalization & context-backed emails are two sides of the same coin. Imagine sending birthday greetings in December! Contextual data like past purchases, browsing history, or even real-time location and weather enhances email marketing to the core. You can recommend gifts based on interests, offer deals on recently viewed items, or even suggest cozy sweaters when it's chilly outside! It also helps build a stronger connection with your subscribers and ultimately improves the overall effectiveness of your email marketing efforts.

To effectively personalize emails through audience segmentation, collect: Demographic Information - Age - Gender - Location Behavioral Data - Purchase history - Website interactions Psychographic Details - Interests - Values Transactional Data - Last purchase date - Spending amount Engagement Metrics - Email open rates - Click-through rates This enables creating targeted segments, such as new customers, loyal customers, or those with specific interests, allowing for tailored messaging that enhances relevance and effectiveness.

Segmentation is crucial in modern email Marketing. To know who you are targeting and what message to send is powerful. Layering on intent is what really completes the circle. We have to know what is peaking our customers interest so we can send a message that resonates and ignites that ‘flame of return’ - your ultimate ROI.

Grouping recipients into segments based on common characteristics or behaviors can enable more targeted email campaigns. For example, you might have one segment for frequent shoppers and another for occasional buyers.

It is highly valuable to also segment your audience on where in the sales process they are. Are they early-stage leads that need trust-building and social proof, or are they existing customers whom you want to build brand loyalty and a lasting customer relationship? Different communication is needed at different stages of the sales cycle.

The right segments can make you money, keep subscribers engaged, and decrease list attrition. The general segments I set up are: - Purchase history - Sales Status - Engagement history - Demographic info - Email provider - Psychographics - Lead Source (Form, Opt-in, etc) - Catch All Emails - Communication preferences It's amazing how many subscribers are okay with you reaching out via LinkedIn, Meta, Instagram, text, etc as long as you get their permission.

Optimization is both art & science. Testing is most effective when proper sample size, so be sure to employ an A/B calculator or other tool to help inform your testing strategy. Also, as sad and mundane as it may seem, subject lines are typically the most important item in helping raise conversion rates (beyond proper list selection in the first place and a compelling offer on your product), so start there.

Testing is crucial in the success of your email campaigns. Without it, you will not know how to improve your performance. When running tests, I look at open rates as a measure of how good my subject lines are. I look at responses as a measure of how good the email content is. Pretty simple to be honest.

Split testing is huge for e-mail optimizations. When you have a large enough lead list, you can make quick changes across multiple campaigns to see what performs the best.

Testing and optimization are crucial. Try different subject lines, email designs, and calls to action. See what works best and adjust accordingly. Continuous testing improves your email effectiveness over time, keeping your strategy fresh and your audience engaged.

Personalization in email is SOOOOOO much more than just name or geography! In the subject line if you put: the persons industry: For pros in construction industry... the persons title: For HR Pros Only... persons interests: For DIYers... These personalization tactics can boost email open rates by over 20%! The secret is to tell the person who they are in the subject line.

Start collecting Zero Party Data from your website pop ups, emails and store front. The power of personalization only happens when you 1)Collect the right data 2)Segment top top 3-5 groups 3)Tailor your content to the different need of each segment A sample ZPD questionnaire for a clothing brand can be: - Looking for themselves or as a gift - Male or female (esp for clothing/shoes) - Style? - Reason for purchase (attend an event, work, casual) - Size After this, you can curate your best sellers on the site or email campaigns This is one concrete example of serving consent-based, personalized experience.

Always consider the speed in which data can be updated or refreshed before inserting variables into your emails. If your data updates in real time, you're safe to proceed. If your data only updates every 24 hours, consider the best time to send/trigger an email to ensure a customer is receiving a relevant message. If your data updates are sluggish or inconsistent, it may be best to minimise segmentation, as the benefits do not always outweigh the cost.

Things not to do while hyper-personalizing emails: 🕵️ Don't stalk your customers or be creepy - Use data responsibly and ethically, and only send relevant and helpful emails. 🗑️ Don't be irrelevant or spammy - Make sure your emails are high-quality and valuable, and don't send too many of them. 🤝 Don't forget the human touch - Write to humans in a friendly and engaging way, and avoid jargon. Tips for hyper-personalizing emails: 📧 Use the recipient's name. 📧 Segment your audience. 📧 Use dynamic content. 📧 Test and measure.

All of the previous points are essential to any good email campaign. I have enjoyed a 41% Open Rate and a 21% CTOR in the past. This was accomplished by making sure my mailing list was geared to those who wanted to receive the information - NOT purchased email lists. I also make sure that my email campaigns start with a Subject Line that has a good 'hook' to it. Both current and past emails are not bombarding my audience. By that I mean, twice/month or even once/month (heavy vacation times considered).