How the use of personalization in emails can help companies engage consumers and increase revenue
How much nicer are emails that come through with a personalised message, a friendly tone and seem as if they have been written with a smile?
I frequently visit a Tapas restaurant called 'Bar Estilo' in Birmingham Mailbox and I LOVE the emails that I get from them.
The personalisation really is intertwined throughout the email. This poses this question: Does personalisation within emails increase revenue?
'Hi Lauren, How are you? Good we hope.' Each message they send has a friendly undertone asking if you have anything special that you are celebrating and offering you 20% off.!
It offers a voucher to gain 20% off by eating at the establishment and recognises that I regulary eat there when I am in Birmingham.
I am more likely to open these emails when I know that it is from a company that is friendly. The main critique that I would have for the company is to incorporate the personalisation into the Subject Line. Currently the subject line is '20% off...etc.' but I would continue the personalisation by suggesting the subject line to be 'Lauren, how about 20% off?'
Murphy, Schegg &Olaru (2007) undertook a study upon the personalisation within emails and understand how it can make consumers more likely to read emails and communicate with the company, whether that be by buying services or talking about the emails to friends.
Funnily enough - I am thinking of visiting Birmingham this week for the wonderful Christmas Markets. After being in the freezing cold drinking hot chocolates, I am sure I'll be hungry for Tapas! See you Saturday evening Bar Estilo!!!
**Important Update***
- Since this blog post went live in November 2013, I sent the blog post to Bar Estilo head office, and they have incorporated my critiques into their digital marketing strategy.
All of their emails to customers now use first name personalisation in their subject line at least 3-4 times a week.
The positivity that the company has had from this is overwhelming with increases in custom in the restaurant, which positively correlated to the subject line personalisation.
I am so happy that my digital marketing blogpost has actually helped a real life business and the strategy and academic and practitioner findings have actually been taken on board by them. I almost feel like a consultant!
Thanks Asher again for the opportunity to learn so much in this Digital Marketing module.
Murphy, J., Schegg, R. & Olaru, D. (2007)
