Let’s face it, it would be hypocritical of me to tell you to use email personalisation and then not do it myself. Right? Well, I’m working behind the scenes to make sure my emails are personalised and relevant. How do I do it? That’s what this blog post is all about! I want to show you that personalisation isn’t an unachievable goal for you. Remember, I know what it’s like to be in your shoes – I’m the only person in my business, and I don’t have any outside help!
Why Personalisation Matters in Small Business Email Marketing
When people talk about email personalisation, it can sound a bit like a buzzword, can’t it? Something big businesses with whole teams and fancy software throw around. But here’s the thing: personalisation doesn’t have to be complicated or expensive. As a solo business owner, I’ve found ways to make my emails feel like I’ve written them just for the person reading, and I’m going to show you how I do it.
So if you’ve ever wondered what actually goes on behind the scenes in my email marketing, here’s the lowdown. These are real things I do, using Constant Contact, to make sure my subscribers get emails that are relevant, helpful, and human.
How I Segment Between Product and Service-Based Subscribers
One of the biggest differences I see among my subscribers is what they sell. Some run product-based businesses (think candles, handmade gifts, or food products), while others provide services like coaching, bookkeeping, or photography.
This matters because the kind of help each group needs from me can be different. So I’ve worked out a way to help me segment my list.
How? When someone registers for one of my member-only webinars, I ask a simple question: What do you sell, and to whom? It’s a small addition to the registration form, but it tells me a lot. I then use this information to tag subscribers in Constant Contact as either “product” or “service” businesses.
That means if I’m writing an email full of tips for service-based businesses, like how to showcase your expertise through newsletters, I’m not going to bother the product businesses with it. They won’t find it helpful, and I won’t be wasting their time (or mine).
What I Ask During Sign-Up (and Why It Matters)
The ‘what do you sell?’ question isn’t the only one I ask during webinar registration. I also find out which email marketing tool they use.
Why does that matter? Well, if I’m sharing a tip that only applies to Constant Contact, I don’t want to confuse someone using other email tools. Knowing the tools people are already familiar with helps me tailor my content and advice, so it’s actually useful to them.
Plus, it gives me insight into trends. If I notice a lot of new subscribers are using a particular platform, I can look into it more or even test it myself. That way, I’m not just talking about email marketing; I’m keeping up with it too.
My Welcome Emails: Starting Personalisation from Day One
Not long ago, I gave my welcome email sequence a little refresh. One of the changes I made? I added that key question again: To whom do you sell?
It’s now one of the first things I ask when someone signs up for my list. Why? Because the earlier I know what someone’s business looks like, the sooner I can start sending them the right kind of emails.
And I’m not just collecting this info for the sake of it. Once I’ve got that answer, I use it to update their contact record in Constant Contact and apply the right tags. It means from their very first interaction with me, I can start tailoring what they receive.
If you’re wondering how you could apply this to your own welcome emails, here’s a tip: pick one question that would help you understand your subscribers better. It could be what type of service they need, what level of experience they have, or even their location.
Using Location Tags to Share Relevant, Local Email Content
Speaking of location, one of my favourite tags in Constant Contact is “Hillingdon.” That’s my local area, and I like to keep an eye on which of my subscribers are based here, too.
Why? Well, sometimes there are local events, like the Hillingdon Business Expo, that I think are worth shouting about. But I don’t want to spam someone in Scotland with details of an event they can’t possibly attend.
By tagging my Hillingdon-based subscribers, I can send local updates to just those who might be interested. It’s a little thing, but it shows your subscribers that you’re paying attention, and that can go a long way.
Writing Subject Lines That Feel Personal (and Get Opened)
Now, let’s talk about subject lines. You know, the first thing people see before they even decide to open your email.
Sometimes I’ll use a subscriber’s first name in the subject line. Other times, I might write something like: “Service businesses: This one’s for you.” That bit of personalisation gives people a reason to stop scrolling and click.
The trick is to make your subject line feel relevant without sounding robotic or over the top. “Hey [First Name], You’re Gonna LOVE This!” feels a bit forced, doesn’t it? But something like “Ideas for your service business this month” is specific, friendly, and to the point.
I’ve even had people reply to my emails to say thank you, just because they appreciated that it felt like the message was written with them in mind.
How I Personalise Content Based on Webinar Registrations
This is one of the smartest things I do with personalisation, and let me tell you, it doesn’t take much time at all.
If someone has registered for a webinar, I make sure they don’t keep getting promotional emails asking them to sign up. Instead, I use tags to send them information based on topics related to the webinar topic.
Meanwhile, those who haven’t registered stay in the promotional campaign. It’s a win-win: I don’t annoy the peeps who are already on board, and I still have the chance to encourage others to join in.
All of this is done with simple tagging inside Constant Contact. It’s not fancy, but it’s effective.
Start Small: Easy Ways to Personalise Your Own Email Marketing
Personalisation doesn’t have to mean pulling out all the tech bells and whistles. It just means thinking about your subscribers as real people and making sure what you send is relevant to them.
If you’re just getting started, pick one thing to focus on. Add a question to your sign-up form. Use a tag for something simple, like business type or location. Try a personalised subject line.
It’s these little tweaks that add up to email marketing that feels more like a conversation and less like a broadcast.
Want Help with Your Email Marketing Strategy?
If this behind-the-scenes peek has got you thinking, “I need to get better at this,” then I’ve got just the thing for you. My online course, Small Business Email Marketing, is designed especially for solo business owners like you. It’s packed with practical tips, examples, and worksheets to help you feel confident and in control of your email marketing.
No fluff. No jargon. Just step-by-step guidance that actually works.
If you’re ready to send better emails and grow your business, click here to find out more and sign up.
