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Every brand has its moments - some planned, others unexpected. Recently, we at Velocity had our own unexpected moment with the now-infamous "hi[First Name]" email. While it might have raised a few eyebrows (and hopefully some smiles), it's a golden opportunity to discuss the significance of merge fields and the broader theme of personalisation in email marketing.
Covered in this article
The Power of Personalisation
Merge Fields: The Unsung Heroes
The Mechanics of Merge Tags
Deep Dive into Personalised Marketing
Beyond Names: The Future of Personalised Marketing
The Power of Personalisation
In the digital age, consumers are bombarded with countless emails every day. The challenge for brands is to stand out and make a genuine connection. This is where personalisation steps in. By tailoring content to individual recipients, brands can make their communications feel more relevant, engaging, and human. It's the difference between receiving a generic "Dear Customer" and a warm "Hello [First Name]". The latter instantly feels more personal and inviting.
Merge Fields: The Unsung Heroes
Merge fields - or tags - are the tools that make this personal touch possible. They pull data from your contact lists and insert them into your emails, ensuring each recipient feels seen and valued. But as we've recently experienced, they require precision. A missing space or a misplaced field can turn a personalised greeting into a memorable mishap. It's a testament to their power: when they work, they're invisible; when they don't, they're unmistakably noticeable.
Here are examples of different merge tags and their potential uses:
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[FIRSTNAME]: Inserts the recipient's first name.
Example: "Hello [FIRSTNAME], we've got a special offer for you!" -
[LASTNAME]: Inserts the recipient's last name.
Example: "Dear Mr./Ms. [LASTNAME], your reservation is confirmed." -
[BIRTHDAY]: Inserts the recipient's birth date.
Example: "Happy [BIRTHDAY], [FIRSTNAME]! Enjoy a gift on us." -
[EMAIL]: Inserts the recipient's email address.
Example: "Is [EMAIL] the best address to send your invoice?" -
[CITY]: Inserts the city from the recipient's address.
Example: "Exclusive deals for our [CITY] residents!" -
[LASTPURCHASE]: Inserts the date or details of the recipient's last purchase.
Example: "It's been a while since your last purchase on [LASTPURCHASE]. Here's a discount to welcome you back!" -
[LOYALTYPOINTS]: Inserts the number of loyalty points the recipient has.
Example: "You have [LOYALTYPOINTS] points! Use them on your next purchase." -
[PREFERREDPRODUCT]: Inserts the recipient's most frequently purchased or browsed product.
Example: "Looking for more [PREFERREDPRODUCT]? It's back in stock!"
The Mechanics of Merge Tags
Merge tags are more than just placeholders; they're the backbone of personalised email marketing. These clever snippets of code can be inserted into your email body and subject lines to tailor content specifically for your reader.
When an email is sent out, real data replaces these tags, drawing from fields in your audience database. For instance, instead of manually writing thousands of emails to include each subscriber's first name, a simple merge tag like [firstname] can be used. When the email system encounters this tag, it fetches the unique data for each recipient from the database. This not only saves time but ensures each subscriber feels personally addressed.
Beyond just names, merge tags can be used to customise content based on purchase history, birthdays, last interactions, and more. The more data you have on your audience, the more personalised and relevant your emails can be.
Deep Dive into Personalised Marketing
Personalised marketing goes beyond just addressing someone by their name. It's a strategy that leverages data to offer an optimised marketing experience. By understanding patterns in customer behaviour and preferences, businesses can craft messages that resonate more deeply with their audience. This isn't just about inserting a customer's name into an email; it's about delivering the right content at the right time. For instance, if a customer hasn't visited your coffee shop since 2021, a personalised message might remind them of what they're missing out on and offer a special incentive to return.
The benefits of this approach are manifold. Not only does it humanise your brand and make communications feel more personal, but it also drives revenue. Personalised emails, for instance, have a 50% higher open rate. Moreover, 75% of consumers are more likely to make a purchase based on personalised recommendations. However, the journey to effective personalised marketing isn't without challenges. Striking the right balance between personalisation and privacy, gathering relevant data without intruding, and ensuring the subtlety of messaging are all crucial aspects to consider.
Beyond Names: The Future of Personalised Marketing
While names are the most common form of personalisation, the horizon is vast. Think about segmenting your audience based on their behaviours, preferences, or past interactions with your brand. Imagine sending content tailored to where they are in the customer journey or offering product recommendations based on their browsing history. The future of email marketing is not just about addressing recipients by name but understanding and catering to their unique needs and desires.
Ready to Elevate Your Email Marketing Game?
Dive into the world of personalised email marketing with Velocity as your trusted partner. From crafting compelling content to mastering merge tags, we've got the expertise to make every email count. Don't leave your audience waiting for another "hi[First Name]" moment. Let's create memorable, impactful emails together.
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