The Benefits of Personalisation for B2B Email Marketing

In today's digital age, personalization has become a critical component of successful business-to-business (B2B) marketing campaigns. Personalized emails not only increase engagement and conversions, but also enhance customer satisfaction.

In this article, we will explore the numerous benefits of personalization for B2B email marketing, including the use of personalized images and merge tags.

Increased Engagement and Open Rates

Personalization in B2B email marketing has been shown to significantly increase engagement and open rates compared to generic, non-personalized emails.

According to a study by the Epsilon Email Institute, personalized emails have an open rate that is 53% higher than generic emails (Ref: Epsilon Email Institute). The reason for this increase in open rates can be attributed to personalized subject lines and email content that is relevant to the recipient. When a recipient receives an email that is tailored to their interests, they are more likely to open it and read it, leading to increased engagement.

Higher Conversion Rates

In addition to increased engagement, personalized emails can also lead to higher conversion rates.

Experian found that personalized emails have a conversion rate 29% higher than generic emails (Ref: Experian). The reason for this increase in conversions is simple: personalized email campaigns address the specific pain points and needs of the recipient, making them more likely to result in a conversion.

Improved Customer Satisfaction

Personalization can also improve customer satisfaction. Customers appreciate receiving relevant and personalized content that speaks directly to their needs and interests. This leads to a stronger emotional connection with the brand, which can increase the likelihood of repeat purchases. Furthermore, when a customer receives a personalized email, they feel valued and appreciated, leading to a better overall customer experience.

Personalised Images

One way to add personalization to B2B email marketing is through the use of personalized images.

OKZest offer a service that allows for the creation of personalized images for email campaigns. This means that the recipient's name, company, or other specific details can be added to images, making the email more relevant and engaging to the recipient.

Personalized images can help capture the recipient's attention and increase the chances of the email being read, leading to increased engagement and conversions.

Merge Tags

Merge tags are defined variables (placeholders) that get replaced as the email is delivered. They are used to replace text within the email subject, body and images.

They are a standardised method, supported by most Email Service Providers.

Personalization Best Practices

To effectively implement personalization in B2B email marketing, there are a few best practices to keep in mind.

First and foremost, it's important to gather the right data. This includes information such as the recipient's name, company, job title, and interests. The more information you have, the more personalized the email can be. Additionally, it's important to segment your email list, so that you can tailor your messages to the specific needs and interests of each group.

Another best practice is to use dynamic content. Dynamic content allows you to personalize the email based on the recipient's behavior, such as the pages they have visited on your website, the products they have purchased, or the emails they have opened. This level of personalization takes the email experience.