Jul 24, 2017
Hubspot reports that “Nearly three-fourths (74%) of online consumers get frustrated by websites with content (e.g. offers, ads, promotions) that has nothing to do with their interests. Personalizing your marketing messages allows you to tailor promotional messages to customers by identifying unique customer traits. This allows you to reach customers on an individual level instead of pushing one message out to the masses. Personalization can be introduced in website copy, eBooks, webinars, emails, social media posts, interactive content and beyond. Here are a few ways you can implement personalization into your marketing strategy.
Before you execute your one-to-one marketing strategy. Consider the following questions to understand how your organization will handle this implementation.
Once you have your plan in place, it’s time to get moving! Start by identifying the information-gathering techniques you will use to inform your personalized marketing program and how and when you will use them. Here are some of the ways you can research your audience:
Try to gather as much information from your customers and potential customers as you can in as short of a format as possible. One or two questions may solicit more feedback than a lengthy survey.
You’re now ready to put the information you’ve gathered, as well as your overall personalization strategy, into practice. Here are some of the marketing methods from which you can choose:
The benefits of personalization are twofold: the customer enjoys a user experienced that is highly relevant to their need state, while you as a business can obtain:
According to Digital Trends, 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant. Here are seven brands that have done just that--and reaped the rewards!
1. Identity-Based Campaigns: These types of campaigns rely on customers to self-select into segments Once marketers have that information, they can use it to create personalized messaging and serve up ads that are most relevant to them. One successful example of an identity-based campaign is Coca-Cola’s “Share a Coke.” In 2014, Coke took personalization to the next level when it rolled out the campaign in Australia before going global. But first, it achieved 12 million media impressions, a 4% increase of category and a 7% increase in young adult consumption.
2. Location-Based Emails: OfficeMax often sends promotional messages that include location-specific information. This helps prospects clearly understand their next steps. For example, once the company has location information for its prospects, it can suggest the stores that are closest to them.
3. Personalized Emails from Account Managers
Personalized emails are best when they come from a real person. That’s exactly what Hubspot found out did when it test email opt-in response messages against those personalized with account representatives’ information. The emails from the company only had a click-through rate of 0.73%; however, when they tried the more personalized emails, click-through rate increased to 0.96% and generated 292 more clicks.
4. DoggyLoot’s Segmented Email Opt-Ins: DoggyLoot segmented its subscribers by asking questions about the size of their dogs during the opt-in process.This is an easy and fun way to get more information about potential leads.
5. Personal Productivity Reports: Personalization doesn’t need to be based on prospects’ information only; it can also be focused on the actions that they take. RescueTime, a time management company, engages its subscribers with personalized reports of the activities they participate in on the site, playing on their time management capabilities.
6. Behavior-Triggered Emails: To keep its users engaged, Facebook sends automated emails to those who haven’t logged in within a certain timeframe (if they haven’t opted out of emails). This strategy works well for the social media giant because “Trigger emails have a 152% higher open rate than traditional emails."
7. Segmented Promotions: Coffee-company Boca Java has seen success with this type of personalized approach. According to Shaun a Ward, writing for Par dot:
Boca Java... segmented [its] lists based on how many bags of coffee customers ordered. They sent emails offering a 17% discount on a three-pack of coffee to three unique segments: customers who had previously purchased two bags, three bags, and four bags. The coffee giant found that customers in the two-bag segment were most likely to take advantage of the discount. This gave them insight into which customers were more likely to respond to that specific offer, and in turn, they were able to upsell those customers.
According to Monetate, 40% of consumers buy more from retailers who personalize the shopping experience across channels. So if you haven’t gotten started with the personalization tips and tactics listed above, now is a great time to do so. Companies that can successfully leverage identity data to create individualized experiences will see sales and customer loyalty increase, while those that continue to speak to everyone will be negatively affected.
A Professional Diploma in Digital Marketing will strengthen your existing digital skill set, help you upgrade from traditional to digital marketing and get your the recognition you deserve.
CPD Points Available
This content is eligible for CPD points. Please login if you wish to track this in your account.