This Is Personal

The Art of Delivering the Right Email at the Right Time

Brennan Dunn

• Publisher: Matt Holt Books
• Year: 2023
• Topic: Business
• eBook ISBN:
  9781637742013
• Subtopic: Consumer Behaviour
• Index: Business

Sending highly relevant, personal, and timely messages to your email list is essential for winning new customers and keeping current ones happy.

This Is Personal offers a paradigm-shattering marketing model for meeting customers where they are.

Most companies send “one-size-fits-all” communication to everyone in their audience, leading to low engagement on their social media channels and emails left unread in their customers’ inboxes because it’s unclear to recipients how this information helps them. But all businesses, from banks to local butchers, depend on their latest promotions and product announcements reaching and personally resonating with their customers.

This Is Personal helps companies better understand the individual needs and identities of their audience, no matter the size, enabling businesses to send better, more relevant emails that generate more opens, more clicks, and, ultimately, more sales.

Author Brennan Dunn shares the key strategies for maintaining high-touch, personalized sales relationships and doing so at scale. As a speaker, consultant, and founder of RightMessage, a software company focused on infusing mass marketing with personalization, he has been dialing in on and refining these strategies for years so that you can immediately implement them in your business. He’s discovered that the best tool for this moment is email.

Dunn showcases a range of companies who are using personalized email to better connect with their audience, including bakeries, bariatric surgeons, the State of Washington’s tourism board, business coaches, fitness instructors, a heavy metal band, and more. You’ll learn how these businesses have made this transition in their communication strategies and visualize your potential success in theirs.

This Is Personal enables you to learn about your customers in a systematic way in order to communicate your specific value to them via one-to-many emails that feel one-to-one, resulting in better engagement and higher sales.

Table of contents

• Cover
• Title Page
• Copyright
• Dedication
• Contents
• Introduction: Things Are Easier Offline
• Chapter 1: Customers Are People, Too
• Chapter 2: Position Your Marketing, Not Your Offerings
• Chapter 3: The Power of Segmentation
• Chapter 4: Building Your Audience
• Chapter 5: Roll Out the Welcome Mat
• Chapter 6: Creating Customers
• Chapter 7: Pitching
• Chapter 8: Playing the Long Game
• Chapter 9: Build in the Open
• Chapter 10: The New Role of Social Media
• Conclusion: Community Over Company
• Acknowledgments
• Notes
• Index
• About the Author