Getting Personal
Targeting chosen sales prospects with relevant marketing messages is an important part of being a modern marketer. In our society where having the attention span little more than a house-fly - at least online - seems to be the norm, getting noticed in the first couple of seconds is key to success.
For email, this starts with both the message subject and also the sender's name. Then there's the first few lines of the message to worry about - the ones that show up in the little pop-up boxes altering people to a new email. If you get all of those properly written then you've got a good chance of having your email opened rather than consigned to the bin without a thought.
Personalisation can mean two things:
- Getting your contact's name in to your messages
- Providing content which you know or believe is specifically of interest to them
Doing both would be the best, though without making it seem like "Big Brother" is watching over them of course.
Getting all of this right depends on having information about the contacts to whom you are delivering your messages. This is where some tech really is required, but it's also where you'll do the best personalisation job.