In today’s digital world, one-size-fits-all marketing no longer cuts it. Personalisation is the key to effective communication with your target audience, and newsletters are no exception. As a small business owner in the UK, it’s important to create newsletters that resonate with your audience and encourage engagement. In this blog post, we’ll dive into the importance of personalisation, provide techniques to tailor your content, and discuss how it can benefit your business.
- Data Collection
Personalisation starts with data collection. By knowing and understanding your audience’s behaviour, preferences and interests, you’ll be able to tailor content that resonates with them. Include a sign-up form on your website to collect information such as name, location, job title, company name and industry when new subscribers sign up. You can also track behavioural data such as click-through rates, open rates and the type of content your subscribers engage with. - Segmentation
Segmentation is the process of dividing your subscribers into smaller subgroups based on their shared interests, behaviour or characteristics. This allows you to tailor your content and messaging according to each subgroup’s interests and needs. One effective way of segmentation is using the subscribers’ job titles. For instance, if you’re targeting small business owners and marketing professionals, you might send them different newsletters that are centred around their respective interests. - Personalisation of Email Headlines
The subject line is the first thing your subscribers see in their inbox, making it a crucial element in newsletters. Personalising the email headline is an effective way to get your subscribers to open your email. By adding personalisation elements like subscriber’s name, company name, or location, you can increase your chances of getting your emails opened. According to a study by Experian, personalised subject lines have a 29% higher open rate compared to generic ones. - Personalisation of Content
Personalising content in newsletters can be done in several ways. You can personalise the content by adding an image, including the subscriber’s name in the opening sentence and also sending special offers or discount codes for their birthdays or anniversaries. Small businesses are built on customer relationships, and personalised content further strengthens those relationships. - A/B Testing the Personalisation
A/B testing is a technique used to determine which version of a website, mobile application or marketing strategy is more effective by presenting two or more versions to randomly-selected users and comparing their performance. By A/B testing your newsletters, you can identify personalisation techniques that resonate well with your subscribers and improve future campaigns. It also helps to identify where you’re going right or wrong with personalisation strategies.
To summarise, personalisation is no longer just a buzzword in marketing; it’s a necessity in today’s digital world. By collecting data about your subscribers, segmenting them based on their interests and behaviour, personalising your email headlines, content and testing the results – you can create tailored newsletters that resonate with your UK target audience. Tailored newsletters increase engagement, strengthen customer relationships, and provide a better return on investment for small business owners in the UK. So why not start customising your newsletters today?