Find out how the power of personalization can accelerate the growth of your business, as well as how to implement it effectively within your marketing programs.
Do you remember the days of getting handwritten mail, addressed specifically to you, from friends, family and loved ones? Do you remember how happy it made you?
If you were able to capture that feeling and infuse it into your email marketing programs, you could achieve personalization at scale, one of the most powerful tools for driving massive marketing success and business growth.
Otherwise known as “one-to-one” marketing, personalized marketing is an approach whereby companies conduct data-analysis and leverage technology solutions in order to provide individualized messaging and custom offerings to current or prospective customers.
With dynamic retargeting, for example, it’s quintessential to collect data on customer search history, shopping preferences, geographical location, and more in order to leverage that information for precise, custom messaging that increases conversions through a personalized approach.
For businesses, personalization can reduce acquisition costs by up to 50%, increase revenues by 5-15%, and increase the efficiency of marketing spend by 10-30%, according to Campaign Monitor’s data.
For customers, the benefit of personalization is simple: delivering the right message, in the right context, at the right time.
A great example of a personalized, identity-based campaign is Coca-Cola’s 2014 “Share a Coke" campaign, where the brand simply replaced their traditional logo with “Share a Coke with” and a person’s name. It achieved 12 million media impressions, a 4% increase of category and a 7% increase in young adult consumption.
Most customers are bombarded with irrelevant media and messaging throughout their day; personalization enables marketers to cut through the digital clutter and reach customers with a value and message contextual to their needs. It’s being able to see the forest through the trees, you could say.
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.
The recent innovations to artificial intelligence, digital assistants and voice controlled devices reinforce the notion that personalization is here to stay; it will only continue to grow as customers needs for more immediate, relevant information to their buying decisions increases.
Any business of any size can leverage personalization within their marketing efforts to drive serious ROI and build better customer trust: here’s 4 ways how you can too.
Customers Talk To People - Not Brands
Are your emails all sent from “info@______.com”? Try humanizing your messaging by ensuring your emails are sent from a personal address. For example: HubSpot Account Managers will send emails that contain their personal contact information and a small picture for a more personalized approach, on-top-of the email itself being from their specific address.
Additionally, if you are going to use email templates, ensure they look authentic to your brand and the customer needs - not simply built by a marketing machine.
Use Marketing Automation Tools
Whether you’ve heard of them as triggered emails, workflows, or automations - the concept is all the same: automations are the tool B2C/B2B companies of all sizes have used for years to help significantly improve their bottom line, for minimal investment.
Automations happen when “triggers”, such as downloading a white paper, making a purchase, or subscribing to a list, are set to automatically send emails, sms, or other forms of communication to your customers.
“In a study done by Klaviyo, about 3,000 customers in their data set generated more than $60 million in sales directly from abandoned-cart sales in a 3-month window.”
When combined with dynamic content and conditional offers, automations have a more personalized touch, which is the key to achieving success at scale with better open and click-through rates. Automation in itself is a very mechanical process; combined with the right copy and creative, it enables you to achieve personalization at a higher level.
Dale Carnegie notes that the sweetest sound someone can ever hear is that of their own name in his most famous book “How To Win Friends And Influence People”: Email is no exception to this idea.
Personalizing subject lines and leading emails with introductory “%FIRSTNAME%” statements have a massive impact on open and click-through rates for email. According to Experian, personalized marketing emails received 29% higher open rates and 41% higher click-through rates than those without personalization.
Chatbots are expected to grow significantly in the next three years and will have an impact on the way end-users interact with companies.
Optimize and make digital content “machine friendly” in order for your brand content to be easily found by Siri, Cortana, or Alexa when end-users need it.
Be Personal On Social Media
Personalization isn’t just limited to your email marketing; your social media channels can become some of the best customer service platforms you have, if you so choose. Current customers and prospective customers are doing their product research/review research over social, so it makes sense to have a presence there.
You can provide content specific to user needs, but also ensure your responses address your customers specifically; you can even take it a step further and have the answer to any customer question come from a Customer Service Rep who signs their name and position at the end of a social media post.
Personalization builds trust, presents the right information in the right context, and cuts through the clutter, leading to the returning purchases that brands value for long-term recurring revenue. How do you plan on using personalization in your marketing program?
For more information on how to implement personalization solutions in your marketing program, contact us today.