At some time or other most of us will have received emails addressed to ‘The Proprietor’ or ‘Business Owner’ or Dear Sir/Madam etc and more often than not we assume one thing – we think it’s spam!

Ok, it’s true that most of the time it is spam but amongst it there are occasionally some genuine marketing emails to be found which given the constant reminders and recommendations from industry experts on the need for personalisation in marketing emails seems rather surprising.

I was recently clearing the clutter from my inbox and inadvertently opened an email I’d intended to delete without reading because I thought it was spam but it actually turned out to be from a company that I had signed up with but had since forgotten about – something many subscribers are guilty of but for lots of reasons is not always their fault!

For blogging purposes I try to maintain a list of emails I am subscribed to which amongst other bits of information includes the sign-up details I supplied at the time, and after checking, discovered that this particular one like many others had asked for name, age and gender.

Anyway, it seems that despite giving that information they didn’t remember me either because the email was addressed to ‘Dear Subscriber’ which immediately rattled my cage enough to unsubscribe from their email right away.

The point is that in modern email marketing, personalisation and engagement are now more important than ever and email personalisation in its most basic form begins with a subscriber’s name and addressing your email to that particular subscriber only.

If you are serious about your email marketing but fail to personally address your subscribers you are effectively sabotaging your own campaigns because it’s well known that people are far more likely to respond positively to emails when addressed to them personally rather than to ‘Dear Anybody’ and this isn’t just another random marketing statistic – it’s basic human nature and something that email marketers should use to their advantage if they wish to achieve better results.

Until next time.

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Email Marketing

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