Email Personalization, The Right Way

When it comes to marketing emails, the number one thing customers want is personalization. In fact, 91% of consumers are more likely to shop with brands that provide them with relevant offers and recommendations. However, creating personalized emails can be challenging, especially for homebuilders who have to send out mass emails to hundreds or even thousands of potential homebuyers. Here are six ways to make your marketing emails more personal and increase your chances of converting leads into sales.

Segment your email list

The first step to personalizing your marketing emails is segmenting your email list according to your customers’ demographics, interests, and behaviors. Segmenting allows you to send targeted messages that cater to each group’s needs and interests.

For instance, if you sent an email blast for a new townhome development in the suburbs, you can segment your email list by those who have previously expressed an interest in townhomes and those who prefer single-family units. This way, you can tailor your message by highlighting key features that cater to each group’s preferences, which will encourage them to keep reading.

Use their first name

Most emails start with a generic greeting such as “Dear Valued Customer” or “Hello!” But, imagine the impact you can create with a personalized greeting such as “Hi John” or “Hi Jane.” This simple change can make a huge difference in how your email is perceived.

Addressing your customers by their first name in your email is an easy yet effective way to establish a personal connection. It shows that you value them as an individual, and not just another email on your list. Most email marketing software allows you to add a personalized field that automatically inserts your subscribers’ first name in your emails. It may seem like a small gesture, but it can have a huge impact on the way your email is received.

Personalize the subject line

The subject line is the most important part of your email. It is the first thing people see when they receive your email. A personalized subject line can increase your email open rate significantly. Instead of a generic subject line, you can use the recipient’s name. You can also use a question or a statement that resonates with your audience.

Use personalized content

The content of your email should be relevant and personalized to your audience (and where segmenting helps). You can achieve this by using their name, including the homes or plans they’ve favorited or shown interest in, or any other relevant information based on where they are in the buying journey. This shows that you care about them and are paying attention to their needs. Personalized content can also increase engagement levels and conversions.

Tailor your call-to-action

The whole point of a marketing email is to encourage your subscribers to take action. However, the call-to-action (CTA) you use can make all the difference in whether or not they convert.

To personalize your CTA, you need to understand where your customers are in their buying journey. For example, if they’re still in the research phase, your CTA should invite them to learn more about a community or your company. If they’re further along in the journey and are ready to make a purchase, your CTA can direct them to schedule a tour. By using effective CTAs that align with your buyers’ needs and behaviors, you’re more likely to influence them to take the desired action.

Follow up with personalized messages

Following up with personalized messages is a great way to keep your buyers engaged and informed. You can send personalized messages to welcome new subscribers, confirm purchase orders, and offer rewards or discounts. A personalized follow-up can create a lasting impression on your home buyer, which can lead to future sales.

Email personalization is about creating a connection with your audience. You can create emails that resonate with your homebuyers and increase your chances of converting them into homeowners. Remember, personalization doesn’t have to be complicated or time-consuming. Small touches can make a big difference in capturing your audience’s attention and building loyalty.

If you need help developing a successful email marketing campaign, contact us and see how we can help.