Article by Staff Writer, Posted: November 20, 2003

Personalized Email

E-commerce marketers and IT professionals are finding that driving traffic to websites on its own is not enough to generate business growth and personal customer relationships. The growing trend of email marketing technologies now allows for customer relationship development as well as organizational and sales growth. Personalized email messaging, along with the latest email marketing software, has been proven to present organizations with options for continued contact with customers.

The Direct Marketing Association (DMA), the trade industry for direct marketers, has published seven steps to guarantee email promotions generate clicks and sales. No. 2 on this list reads: “Personalize each and every email.” In a study conducted by DMA in 2003, researchers found personalized email increases response by up to 64 percent. Tailoring messages to your audience allows for an instant connection and a greater possibility to generate business.

Email marketing programs and services featuring personalized email also integrate email message features, such as tracking and dynamic content, to already successful techniques such as newsletter production, company reports and news alerts. These features allow for a personal connection between customer wants and the company responsible for providing solutions. With certain individual demographics, the personalization possibilities are endless. These new marketing technologies are opening doors to a more complete customer relationship formation.

Personalized email enables companies to gauge customer-buying behavior. In turn, this not only increases their ability to tailor products to a consumers needs, but also their ability to launch new products, create brand awareness and generate offers specifically to customers. This personalization generates loyalty and ultimate customer service success.

Email marketing continues to be a fast growing trend throughout the business world. New approaches are increasing the use of email communication and emphasizing the importance of strong customer rapport. Companies around the globe are coming to market themselves and their products through this innovative approach for customer relationship building and name branding.

This approach has spawned the integration of in-house email marketing and the development of email marketing software. Products today enable you to create profiles on your customers for the ultimate business-to-consumer (b-to-c) relationship building. Email marketing software is evolving into a product that allows for direct contact with clients, and a significant growth in the satisfaction of customers through personalized emails.

Retention-based email correspondence allows for undeviating customer connection and relationship maintenance. Personalized email marketing also opens doors to build and maintain customer relationships through personalization.

Not only is email personalization important to existing customers, it is a necessity to engage potential customers in your email and marketing efforts. Distinct headers you create for an individual will drive them to read your email and click to your website. Direct customization leads to direct association with your product, and company. This, in turn, generates the ultimate goal of consumer allegiance and b-to-c relationship building.

Personalized email marketing continues to grow and open new doors for future business development. With new technological advances in email software available, maintaining and creating strong business ties through this electronic custom-tailoring is becoming the new wave in customer satisfaction.