Making your emails more human

18th April 2011 By Louise Stephens in Email design

As the old adage says, business is all about who you know. So an attention grabbing email that is customised to the reader should harvest better responses than a generic one.

There is nothing worse than receiving an email that you know has been sent to a hundred-and-one recipients, with an impersonal opening like ‘dear customer’. Not only is it unoriginal, it always makes me reach for the delete button. The assumption is that if the sender can’t be bothered to find out my name or any other details about me, why would I want to buy from them? Personalisation says “I know you” and “I care”. Making your emails as personal as possible can make a massive difference to your conversion rate.

To stop your emails from being thrown in the trash, try some of these few handy hints from i.send:

  • Use personalisation code: little green plane offers an array of personalisation options for you to use throughout your email such as names, geographical locations and any other custom fields. Use it to write emails such as “Dear John, did you know we now offer hot air ballooning in your home town of Watford?”
  • Sift out any general email addresses: little green plane doesn’t allow you to send emails to role-based addresses such as info@ or enquiries@ in order to help you improve your conversion. Role-based email addresses can be attributed to more than one individual. Stick to named email addresses if you are trying to make your emails more human.
  • Ensure the sender is a person: On the same note, when you are choosing the email address that you would like your campaign to come from, try to go for a named one such as john@littlegreenplane.com rather than info@littlegreenplane.com. How many emails have you deleted that have been sent from an info@ address?
  • Make sure the subject line is relevant: If needs be, divide your database into different markets such as ‘current clients’, ‘potential clients’, ‘archive clients’ and tailor your subject line to each one. A one-size-fits-all subject line tends not to exist so the more you segment your list the more you can make your readers feel special.
  • Watch your language: The words and tone you use in your email can make a big difference to how your customers relate to you. For a personalised approach, try addressing your audience in the first person with “you” rather than “our customers.”

Do you agree with my tips? How else do you make your emails more human?

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.