How to Use Email Personalization to Build Lasting Customer Relationships

Every company wants to build stronger connections with customers. But it’s not as easy as it used to be. Now, you have to compete against time and attention — not to mention your competitors.

So if you struggle to connect with your readers and customers on a deeper level and feel like your emails aren’t moving the needle, it’s time for a change.

You need to embrace the power of email personalization. Here’s how to do it and why it can make a massive difference for your brand.

Why relationships matter

Lasting customer relationships can do a lot for your brand. Yes, generating more revenue is a big part of it. Companies with happy customers also have them stick around longer, buy more often, and have higher lifetime customer value. 

But, some factors go beyond money. 

Building a loyal customer base can help you get valuable feedback for your brand and products. As a result, you might learn a different marketing approach, or a product tweak can make your customers happier. 

Your current customers are also a great source of user-generated content, including ratings and reviews. Happy customers spread the word, and having a legion of customers who love you is a key brand differentiator. Successful brand differentiation can enhance credibility, foster customer loyalty, and drive growth.

Build better customer experiences

Another way to build a better relationship with your subscribers is by improving customer experience. Right now and into the future, it will be one of the most critical ways brands compete and gain customer trust. Again, personalization plays a significant role. 

Investing in personalization improves customer experience in multiple ways:

• First, customers want more personalized experiences; they prefer brands that cater to their needs, interests, and preferences.
• Personalization also helps boost clicks and conversions. For example, our clients see a 10-17% revenue increase in emails using personalized Smart Banners™. 
• Personalization helps retain your current customers. They want to stick around when they get personalized 1:1 level messaging in their inboxes.
• Finally, personalization can improve overall customer service, leading to more loyalty and repeat business over the long term.

Tailoring your emails to each recipient builds lasting relationships that go beyond simple transactions. Personalized emails show that you care about your customers as individuals, not just as customer number 29,162.

Start getting more personal in your emails

If the thought of personalizing at scale feels impossible, here’s the good news: Zembula makes it easy. The Zembula platform allows you to automate your personalization, sending individualized emails at scale using zero-party data without needing segmentation or endlessly editing code.

That means you can create your email templates, choose the data you want to use, add a snippet of code, and you’re ready to go. With your display rules set, every email you send will feature personalized Smart Banners™ and Smart Blocks™ individualized to your readers.

Here are a few examples.

Use your customer’s browsing data and past purchase history to send emails featuring product recommendations based on likes and interests.

And make these recommendations even better by highlighting other customers’ ratings and reviews.

People don’t want to read boring, robotic emails. And here’s where Smart Banners™ and Smart Blocks™ shine.

Use a name everywhere approach to add value to every email and let the reader know everything they see is tailored to them.

If you have a loyalty program, don’t miss out on the opportunity to build better customer relationships. 

Go beyond simple loyalty points updates. Instead, show customers how they can use their points, offer bonuses and discounts, and let them know you value their business.

Go all-in on email personalization with Zembula

At Zembula, we’re the experts at email personalization. Our platform makes it easy to automate your emails, sending personalized messaging at scale while streamlining your processes and workflows.

If you want to build a better relationship with your readers and turn them into happy, loyal customers, it’s time to embrace personalization in email. 

Interested? We’d love to chat. Click here to request a demo.