More results with a personalised e-mail newsletter
In the search for higher opening rates and more engagement, the personalised e-mail newsletter offers a solution. For many companies, the open- and click ratios, as well as the revenue, is going down ever month.
Basedriver has a different approach: we compose a personal newsletter for each recipient. This results in significant increases in opening ratios and click ratios. New Skool Media and Hearst Magazines are examples of companies that send personal newsletters with Basedriver.
With a personal e-mail newsletter, every subscriber gets his or her best possible newsletter, fully automatically. This strongly affects the return of e-mail marketing.
This article is also available in Dutch.
What is a personalised e-mail newsletter?
An ‘old-fashioned’ newsletter consists of a template with content (articles or products) which are sent to one part of the database; the selection. By making multiple, specific selections, it is possible to match the content of the newsletter to the characteristics of the client.
However, when applying a lot of personalisation, the newsletter becomes complex, time-consuming, and error-prone. A newsletter in, for example, 10 different versions is already a lot of work. A personalised newsletter in tens of thousands versions is almost impossible.
With a personal e-mail newsletter, an individual newsletter is compiled for every recipient, based on data. This newsletter contains the content that is most relevant for that specific recipient. If something is relevant is determined based on personal data, subscriptions or products that people have purchased, (click) behaviour, and insights such as interests.
Basedriver works with a personal content planning, which makes it possible to compile these personal newsletters completely automatically.
Reasons to choose a personalised e-mail newsletter
The most important reason to choose for a personalised e-mail newsletter is to increase the open ratio, the click through ratio (CTR), and the satisfaction of the recipient. The more visitors come to the website by means of the newsletter, the greater the chance of an online conversion and the higher the number of visitors that can be recognized.
With a personalised e-mail newsletter, the following objectives will be achieved, which contribute to open ratio and CTR:
Relevant personal newsletters
The personal e-mail newsletter can be made much more relevant, because the content of the newsletter is automatically filled based on the client’s profile. For example, articles with news, explanations about the client’s product, possible additional products, and surveys can be combined, without taking more time to create.
Efficient use of newsletter content
Many companies pay a lot of attention to creating good content for news letters. These newsletters are sent once and then unusable. A personalised e-mail newsletter makes it possible to resend articles to people who have not received or opened the newsletter before.
Improving newsletter content
Because of the results that are shown per article, it is possible to improve the content. This can lead to even more clicks. The newsletter can be made more specific by finding out the characteristics of clients that responded well and characteristics of clients that did not.
This makes profiles more reliable and personalised newsletters more relevant.
Personalised newsletters in Basedriver
In Basedriver, it is very easy to create personalised e-mail newsletters. By creating content in Basedriver, it is easy to indicate for whom that content is intended. Basedriver will then automatically create different versions of the newsletter.
Our presentation shows more about personalised e-mail newsletters.
Do you want more information about personalised e-mail newsletters?
E-mail marketing is an essential part of the marketing mix for subscriptions. Basedriver is email marketing software specifically designed for this challenge. For example for automatically approaching unsubscribers, sending personal newsletters or automating campaigns. We make sure that you generate more visitors from e-mail marketing and that you can recognize those visitors on the website.
Would you like to know more about e-mail marketing with Basedriver? Please contact us for a personal demonstration.
This post is also available in: Nederlands (Dutch)