Personalized emails could be the key to marketing success

February 12, 2014

Build personalized emails to engage martial arts students.

It’s time for owners to get the most out of the data stored in their school management software. Using student information and applying it to email marketing strategies is a surefire way to see higher levels of success in their email efforts. In fact, a new study from marketing solutions provider Experian Marketing Services revealed personalized emails lead to six times higher transaction rates and revenue per email when compared to messages that aren’t customized for each recipient.

“Consumers have come to expect content tailored to their unique interests and preferences, and there is a clear business case for why marketers need to meet those expectations,” said Peter DeNunzio, general manager of cross-channel marketing at Experian Marketing Services.

Personalized emails are simply more effective
Failing to create emails based on student information can prove to be a major mistake for martial arts school owners who are trying to grow attendance numbers. Taking the time to customize emails not only demonstrates that the school truly values its customers, but they want to maximize their marketing budget. The research showed personalized promotional mailings have 29 percent higher unique open rates and 41 percent higher unique click rates than non​-personalized ones, while the outcomes of personalized, trigger campaigns lead to more than double the transaction rates of non​-personalized mailings.

Learn how to create the best personalized emails
Martial arts school owners understand that they have to be willing to change with the times to achieve more successful marketing strategies. By jumping on the email personalization bandwagon, they can instantly put themselves in a better position to not only retain current students, but also boost attendance. Below is a list from Target Marketing magazine that includes some ideas for how martial arts school owners can customize email messages:

1. Collect data from many sources: Many of today’s consumers have social media platforms and public profiles that allow companies to gather a lot of information about them. If martial arts school owners combine that data with things they already know about their students, it puts them in a position to created personalized messages that will help them form stronger relationships with their client base.

2. Try out personalized subject lines: People like when they see their names on an subject line or when a business remembers their birthday. This is a great way for martial arts school owners to take advantage of the first thing email recipients see: the subject line. The magazine cited data from marketing automation solutions provider Eloqua that showed open rates are could be nearly 5 percent stronger if emails had a personalized subject line.

3. Build emails with responsive design elements: The mobile revolution is in full swing, and nearly half all emails are being opened on smartphones and tablets. Martial arts school owners should keep this in mind when designing their marketing messages. Emails that are optimized for mobile users can prove to be a successful marketing strategy.