How Being Generic is Killing Your Sales (+ 3 Ways to Solve it)
How Lauren increased her email engagement by 35% and consultation bookings by 20%
When was the last time you had a pastry?
If it’s been long, you may get a sugar craving from what I’m about to tell you. It’s a story about a bakery.
You see… this bakery, each morning, they’d bake a wide range of pastries.
They’d bake everything from mouth-watering Black forest to delicious Red velvet.
Why?
In the hopes of catering to the varied tastes of every visitor.
However, every evening… some pastries remained unsold.
The owner was quite frustrated. She didn’t like wasting food.
So, one day… she decided to ask her customers about their favourites.
Few said they liked this. Few said they liked that.
Not a single person said they liked Butterscotch pastry and a couple others.
(Who TF likes Butterscotch anyway?)
She then focused only on the favourites. And guess what?
Surprisingly, by noon, everything had sold out.
No more wasted efforts. No more unsold pastries. No more wasted food.
Can you guess why that happened?
The power of PERSONALIZATION.
And that’s exactly what we’ll be covering today, so your marketing efforts don’t go in vain because of being generic.
If this is the first time you’re reading an article by me…
Hi, I’m Rahul Choudhary and I’m the founder of Beef Up Media, the go-to email marketing agency for Creators & SaaS businesses.
🤔 Why Personalisation Goes Beyond Just “Hey [First Name]”
Do you know how many emails an average person receives a day?
130+.
Yeah, let that sink in for a moment!
And what are the chances of basic personalisation like “Hey [First Name]” standing out?
Because, well, pretty much everybody uses it. (Not yours truly, though.)
So basic personalisation leads to invisibility among the noise. A simple name drop can feel insincere. It’s very different from talking to real people.
What’s the solution?
💰 3 Unbeatable Ways From My Advanced Personalisation Playbook
(No, it’s not an actual playbook. or should it be?)
1) Hyper-Tailored Content Segmentation:
▻ Sub-Niche deep dives:
Say you’re a fitness coach.
You can segment your audience based on specific goals or sub-niches: marathon training, weight lifting, or HIIT enthusiasts.
Then, you can design content specifically addressing the unique challenges of each segment.
▻ Lifecycle stages:
Recognize where a user is in their journey and segment them accordingly.
You can easily do this by noticing the type of content they view, pages they visit, or links they click.
Clearly, a newbie course creator has different needs, from one scaling to six figures.
2) Behaviour-Triggered Email Sequences:
▻ Action mapping:
If a subscriber downloads a beginner’s guide?
You don’t send them advanced strategies next.
You’d wanna follow up with intermediate steps.
Logical right?
▻ Progression pathways:
For SaaS companies, if a user engages with beginner features, nudge them towards more advanced tools with tailored tips and tutorials.
Teach them how they can get more. Help them follow a path to progress.
3) Real-Time Dynamic Content Adjustments:
▻ Live content modification:
Use tools that adjust content based on real-time behaviour.
(There are countless tools or combinations of tools you can find for this. I’m not mentioning a general one because it may or may not fit with your brand, business, or need)
For example, if they just attended a webinar on a specific tool… The email they receive right after can easily include key takeaways or offer supplemental materials.
🥳 How Lauren Increased Her Email Engagement by 35% and Consultation Bookings by 20%
I had this client, Lauren, who was a life coach.
She had no segmentation whatsoever. She sent the same emails to everyone on her list. (The easy way)
Now, there’s generic life advice, and then there’s ‘personalized’ life advice.
So we sent a self-segmenter email to her existing subscribers and segmented them based on life milestones: career change, recent graduates, or those approaching retirement.
We did the same with her opt-in forms as well… so the new subscribers can pick an option from the start and get segmented right away.
Self-segmenter email: Where the reader receives an email with multiple options to choose from and they click an option or link and get tagged/segmented accordingly. (I’m sure you must have received one of these!)
Then she tailored her advice and resources to each segment’s specific challenges.
The result?
She saw a 35% increase in her engagement rates and a 20% uptick in consultation bookings. (One extra sale for every 5 sales… talk about that!)
Was it more work?
Yes.
Was it worth it?
You tell me.
📝 Your Action Steps
I know this is a lot to take in and can be overwhelming.
But you don’t have to do it all in one day. You just have to start somewhere.
So, based on your business:
- Pick one way you can segment your audience from the above list.
- Craft tailored content: Beyond just the name drop, try to find their unique challenges. Map out their user journey to understand and anticipate their needs. And then create content.
- Iterate and refine: Track engagement metrics (link clicks, email replies, etc.). Understand what’s resonating, and refine your segments and content accordingly.
Once you’re sure you’ve nailed one way… go deeper into other segments.
Remember, it’s not about getting it perfect right away.
It’s about starting where you are and moving the needle.
Perfection is a myth. But progress is very much real.
But if you’d rather save yourself the hassle, you can always reach out to me for help by getting in touch here.
On a side note about personalisation…
Make sure you’re not being creepy.
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