It's amazing how technology complements every other field, so much so that just a little tech addition can put the work of other fields in a different light. It's really no surprise now that the largest companies in the world are tech companies. Today we'll look at how tech assists in increasing the efficiency of marketing to people through digital avenues, A lot of my engagement will come from evaluating a common type of marketing that we all know yet hasn't fully adopted the best tech has to offer.
EMAIL MARKETING IS ONE OF THE PRICES WE HAVE TO PAY FOR USING THE INTERNET
The average netizen isn't a stranger to email marketing, in fact, it would be a strange day if we didn't get a new email in our spam or "Promotions" section of our email account. A lot of organizations rely on email channels to reach out to customers both old and new. This is why it still surprises me that some emails marketers haven't understood the impact of some psychological additives to email campaigns, additives that can easily be made possible by spicing up an email campaign with a simple tech feature to increase conversion rate.
THE PSYCHOLOGY OF CALLING PEOPLE BY THEIR NAME IS CAST IN STONE
It has been psychologically acknowledged that the average person likes their names and being called by said names, a lot of books on how to make friends and influence people (I'm hoping you see what I did there 😉) rely heavily on connecting with people on a personal level. With all the established facts and status quo above, we still find generic emails being sent to our email addresses on a daily basis, adding a person's name to an email makes an email feel bespoke while generic ones feel more like spam messages.
A RELATABLE EXPLANATION
Because the average mind is trained to recognize their name, netizens are more likely to open and read emails with their names in them and this is a feature that is becoming increasingly available in bulk email services. The how of it is quite easy so I'll touch on it. When you register your email address address, you provide your first name and last name in filling the registration form, these details are stored in different columns on a database (recall that I recently wrote about how a database looks a lot like an Excel spreadsheet).
THE SOLUTION CALLED TEMPLATE LITERALS
There are ways to call the first name and/or the last name and feed them into email messaging templates such that everyone gets the same message, albeit, with their own names on it, it's still a generic email however, it feels more personal because your name is on it. One can call and store the first name and/or the last name in a variable and feed this variable into an email message template through a process that is called "template literals" which basically helps in inserting dynamic data into static string (word) data.
FINALLY
Some email services automate this process, however, under the hood, concatenation and/or template literals power these static yet dynamic messages that we receive, I personally feel more inclined to read marketing emails that mention my name as against the typical ones that address me as "sir" or some other generic term, that added name shows attention to detail and a sign of how intentional the organization is. I hope you were able to learn something from this post, do let me know what you think in the comment section 😀.K