The process of including missing email addresses in a business’s customer or prospect database is known as email appending. This is typically done by matching customer data such as name, phone number, and postal address against a third-party database to obtain the missing email address. Once the email address is obtained, personalized marketing emails can be sent to the customer.
Personalization is a key aspect of email marketing, and it plays an important role in email appends as well. Personalized emails have been found to have higher open rates, click-through rates, and conversion rates than non-personalized emails. In today’s email marketing strategy, one size certainly does not fit at all. That’s where email personalization comes in. This article will explain the concept of email personalization and the reasons why personalization in email appending is necessary.
What are the benefits of Personalization in Email Appending?
- The first and foremost benefit of personalization in email appends is the ability to increase email deliverability. The more personalized an email is, the more likely it is to reach the recipient’s inbox instead of being marked as spam. Personalization not only increases the chances of email deliverability but also helps businesses to build trust and credibility with their customers.
- Personalized emails are more engaging and relevant to the recipient, which is why they are more likely to be opened and read. According to a survey by Statista, personalized emails have an open rate of 17.6%, compared to non-personalized emails which have an open rate of 11.4%. Personalization also increases the click-through rate of emails, which is the number of people who click on a link in the email. This, in turn, increases the chances of converting the recipient into a customer.
- Personalization also helps businesses to segment their email list and send targeted messages to specific groups of customers. For example, a business can segment its email list based on the customer’s location, age, or interests, and send targeted messages that are relevant to each group. This not only increases the chances of email engagement but also helps businesses to build stronger relationships with their customers.
- Another benefit of personalization in email appends is that it allows businesses to track customers’ behavior and preferences. By tracking the customer’s behavior, businesses can gain valuable insights into what products or services the customer is interested in, what type of content they prefer, and what time of day they are most likely to open an email. This information can be used to send personalized messages that are tailored to the customer’s preferences, which can lead to higher engagement and conversion rates.
- Personalization also helps businesses to stand out in a crowded marketplace. With so many businesses competing for the customer’s attention, it is important to create a unique and memorable experience for the customer. Personalized emails can help businesses to achieve this by creating a message that is tailored to the customer’s needs and interests. This, in turn, helps businesses to differentiate themselves from their competitors and build a loyal customer base.
Top 5 Roles of Personalization in Email Appending
Personalization plays a crucial role in the effectiveness of email appending. Without it, your emails are unlikely to deliver desirable results. To ensure the success of your campaign, it is essential to know your customers and tailor their experience accordingly. Here are the top five reasons why personalizing email is a necessary aspect of email marketing.
1. Identifying and addressing the audience’s pain points
To ensure that your message resonates with your audience, it is essential to understand their pain points. Creating a buyer persona, a fictional representation of your target customer can help you identify these pain points and tailor your message accordingly.
2. Enhancing customer service and reducing fear
Personalizing messages and services can boost your brand’s customer service reputation and alleviate customer concerns about spam. By providing exactly what your users want, personalized messages can also help you win customer loyalty and buying decisions.
3. Setting your business apart and impressing customers
Standing out in a crowded marketplace requires something unique. Personalized content and services are highly valued by today’s consumers and incorporating them into your email marketing efforts can help differentiate your business and impress your customers.
4. Building customer loyalty and advocacy
Establishing trust with customers is crucial for any business. Personalized messages and customized services can help you build stronger relationships with your customers, increasing their loyalty to your brand and turning them into advocates who spread the word about your product or service.
5. Automating tasks with marketing automation
Using customer relationship management systems and marketing automation software, you can automate various stages of the customer journey, including personalized welcome sequences and messages tailored to each stage of the lifecycle. This allows you to provide a personalized experience at scale and frees up time to focus on other aspects of your business.
VentiveIQ’s Email Appends service goes above and beyond by not only providing email addresses but also furnishing additional customer information such as full name, physical address, and phone number. This service not only expands your customer database but also provides valuable insights into your audience. Our advanced Identity Graph technology powers both our Email Append and Reverse Email Append solutions, resulting in improved outbound marketing campaigns, enhanced programmatic strategies, increased engagement, and improved campaign attribution.
Conclusion
Personalization plays a critical role in email appending, and businesses need to leverage it to increase engagement and conversion rates. Personalization helps businesses to increase email deliverability, build trust and credibility with their customers, segment their email lists, track customer behavior and preferences, and stand out in a crowded marketplace. By investing in email appends and personalization, businesses can improve their email marketing efforts and drive growth in their customer base.
