Name personalization can drastically improve conversion rates
While Beyoncé, Kelly Rowland and Michelle Williams of Destiny’s Child made the phrase famous, when creating a great funnel with optimal conversions, it’s important to remember to SAY MY NAME.
You can create an effective funnel without it. By focusing on driving massive targeted traffic, your funnel is likely to create positive outcomes. If you cast a wide enough net, it’s likely to get some fish. In any case, on the off chance that you want to emerge from your competition, and achieve higher conversions, deeper connections and repeat buyers, set aside some time to incorporate name personalization by saying their name in multiple places.
Three Times the Charm
By adding the prospect’s name three (3) times in an email, you will find higher click-through rates. Try this exercise with me. Go find an email that you’ve sent your list. Have someone, like a family member read it to you. Now go add their name in the email 3 times and have them read it to you again. Did you feel different? Did the person reading the message begin changing their tone while reading when they heard their name?
The name personalization must be done in a meaningful way though. For instance, we know one way is in the greeting by saying “Dear <first name>” or “Hey <first name>” based on your business conversational tone. However, finding two other places to personalize the message by adding their name is crucial. Another easy way is by adding it to the call to action. For instance, if your call to action is “click here to watch my video” try “<first name>, click here to watch my video”.
Connection/Love And Significance
In Tony Robbins’s Six (6) human needs, two of the needs are SIGNIFICANCE and CONNECTION/LOVE. By adding the name personalization in your emails, it helps the prospect feel like you are addressing them specifically. With all the things that are vying for your audience’s attention, do you think they are more likely to pay attention to someone who addresses them by name? When you are speaking to someone that is in front of you if you say their name multiple times in the conversation, doesn’t it feel like it draws them deeper into the conversation? It does the same thing in email.
Enhance The Know Like & Trust Factor
Even though Destiny’s Child wanted you to “say my name” to make sure you aren’t with another girl, I want you to say their name in your emails so they will feel like you are talking directly to them. When you address someone by name, it creates the bond like they know you. I remember one time I was in Charlotte Douglas International Airport waiting for my flight to San Diego, California and a lady walked up to me addressing me by my first name. We sat for a few minutes talking and during the entire conversation, I was trying to figure out how did I know this person. Finally, I simply said “I apologize, I don’t remember where I know you from. Where did we meet?” She said to me “We’ve never met in person, but I feel like I know you personally. I watch all your videos. You’ve changed my life.” Whoa! This conversation (which also speaks to the importance of video) would never have happened if she didn’t address me by my first name. When she addressed me by my first name in an airport where I didn’t know anyone, it felt like this was an old friend.
As you can see, using name personalization is a great secret weapon for standing out and creating deeper relationships. Deeper relationships with your prospects equate to more purchases, repeat buyers and referrals.