Email Marketing Tips - No 2: r-cubed

Personalisation is often cited by email marketing experts as the ‘panacea’ of email marketing solutions and being the incredible email marketer that you are, you’ll want to follow this fabulous advice.

The ideal way is to capture as many fields as you possibly can - but then what can you do with them? Let’s avoid email marketing clichés for a minute, please!

Dear [First Name]

Yes, this method of personalisation does have an effect, but there are better ways to reach out to your audience. Check out this superb example from database company r-cubed:

Just above the fold of the page we have the sub-head “Munier recycles ‘Postal Gold’ idea”, then in the body text below there is also “Marketing expert Marc Munier comments ...” Brilliant, and exactly the same process as saying “Dear Marc”, but they’ve practically forced me to read what they have to say by being different and interesting. I actually got forwarded this email (using the ‘forward to a friend’ functionality) by three different colleagues, which is testament to how well it was received.

They’ve transformed their mail out from what could have been a dull communication about the importance of CRM and database management, into a newsletter that I feel engaged with. As a result, I’m actually looking forward to the next instalment. This is the hallmark of a great email marketing.

What Can We Learn From This?

Using personalisation within the body of an email is an effective way of engaging with your audience, and could help your own email campaigns to succeed. People are very quick to notice if their name or something recognisable to them is within a body of text. Also, make it fun: nearly all recipients of email marketing are humans, so treat them that way. It doesn’t have to cost a fortune to implement, and if you have an austere brand the results will be even better!

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