How To Make Every Subscriber Feel Special in Email Marketing

Email marketing is no longer a one-size-fits-all approach, it is a highly personalized and sophisticated method of connecting with your audience. The key to success in today’s crowded inbox is making every subscriber feel special. When it's done correctly, this not only boosts engagement and open rates, but also fosters a loyal community around your brand.

Personalization is more than just using a subscriber’s name, while it is a good starting point. True personalization should go deeper, into understanding your audience’s individual needs, preferences, and behaviors.

• Don’t treat your entire subscriber list as a single identity. Segment your audience based on various factors such as age, location, purchase history, and engagement levels. You can even create segments for first-time buyers, repeat customers, those who hit a specific link, or those who haven’t opened an email in a while. This allows you to send target content that will resonate with that group. 
• Use triggers to send automated, personalized emails based on a subscriber’s action. For example, if a subscriber abandons their cart, send a follow-up email with a reminder and perhaps even a small discount to ensure they follow through with the purchase. Or perhaps if they buy a specific tool, send a series of emails of more content about that tool and maybe even tools that can be used with that tool. This shows you are paying attention and providing value, at the right time. 
• Implement dynamic content in your emails. Change certain parts of your email based on the recipient’s data. You can show different product recommendations, images, or even entire sections of text to different subscribers, to ensure they feel special. 

‍

Remember, the content of your email is the soul of your message. To make subscribers feel special, your content must be relevant, valuable, visually appealing, and (most importantly) genuinely helpful.

•  People connect with stories, not just products. Share what makes your company special! Behind-the-scenes stories about the brand, testimonials from satisfied customers, or personal amusing stories that relate to your product, service, or business. This humanizes your brand and builds a more intimate connection with your audience. In a world that is technologically driven, having a human connection is crucial to make your business last. 
• Give your subscribers a reason to stay on your email list. Offer them exclusive content, early access to sales, or even special discounts that are not available to the general public. This makes them feel that they are in the inner circle and that their loyalty is valued. 
• Show your subscribers that their opinions matter. Send out short surveys or simply ask them to reply to the email with their thoughts on a specific topic. This not only gives you valuable feedback, but also makes them feel heard and respected. 

‍

Sending too many emails can lead to unsubscribing. Don’t let subscribers forget who you are! Find the right balance. 

• Use tools that analyze a subscriber’s behavior to determine the best time to send them an email. If you send your email at the optimal time for each individual, it increases the chance of it being opened. 
• Give your subscribers control over the frequency and type of emails they receive. When they sign up, offer them options to choose how often they want to hear from you and what kind of content they are interested in. This puts them in the drivers seat and shows you respect their preferences. 

‍

Every interaction a subscriber has with your email marketing should be smooth and enjoyable. Remember, the ultimate goal is to create a community where subscribers feel like they belong. 

• Most of your subscribers will likely be reading your emails on their mobile devices. Ensure that your emails are fully responsive and look great on a small screen. A clunky, difficult to read email is a quick way to make a subscriber feel irritated and unimportant. 
•  Make it easy for your subscribers to take the next step. Your call-to-actions should be clear, concise, and visually appealing. Use action-oriented language that tells them exactly what to do. 
• Highlight your subscriber’s achievements, feature their stories, or showcase their content with your product or service. This not only makes them feel special and makes them want to engage more with your product, but it also displays the functionality of your product. 
• While you never want to lose a subscriber, it is important to make the unsubscribing process simple, respectful, and easy. Don’t make them jump through hoops or guilt them into staying. A smooth process leaves a positive last impression. Who knows, maybe they will resubscribe in the future!

‍

Making every subscriber feel special is not a one-time task; it's an ongoing commitment to understanding, respecting and valuing your audience. By embracing personalization, you can transform your email marketing from just a promotional tool into a powerful engine for building long lasting relationships and driving and maintaining sustainable growth. 

We get it - the constant cycle of email marketing can be a big task. But we’ve seen the benefits and the high rewards from great email marketing, and we want the same for your business! Contact us today to get your email strategy underway!