How To Bridge Website And Email Personalization To Drive Sales

This is a guest post from Mitt Ray at Social Marketing
Writing.

Do you know why the Amazon Fire tablet is so successful? Because
it was created for a very specific audience.

Apple positioned the iPad as the best tablet available, and
Amazon knew that.

So, instead of competing with Apple, which
is a proven recipe for failure
, they created a cheaper, less
sophisticated version of a tablet and marketed it specifically to
people looking for a less expensive tablet.

This strategy made Amazon’s tablet successful. Every aspect of
the marketing was created for a specific audience.

And specificity is one of the most important aspects of
marketing. If you can segment your target audiences and then create
individual personalized campaigns for each segment, you’ll be
able to convert more of your
traffic into leads
and sales.

People feel a stronger connection to brands when they implement
personalization, but only about
5% of businesses
implement personalized tactics
extensively.

As a result, businesses that don’t implement personalization
are basically leaving
$756 billion per year
on the table.

If you want don’t want your businesses to lose out too, then
you should start formulating and implementing your personalization
strategy today.

There are two marketing touchpoints where you can individually
and collectively use personalization: email and websites.

What is email personalization and how can you use it?

is when you send unique information to each subscriber based on
the details they submitted and/or other data you’ve collected
based on their behavior.

Email personalization isn’t new to marketers: In fact, it has
been a go-to solution for several years now. Personalization
includes straightforward tactics, like asking for identifying
characteristics on signup forms.

But there’s more to personalization, too, and it extends all
the way to advanced dynamic triggers that send emails at the exact
moment people need them.

As you start to collect additional information regarding your
subscribers, like the location the person signed up from, the
emails they open most, and the links they click on, you can begin
implementing high-level personalization tactics.

This data can be used to send more personalized emails and boost
open rates, click rates, and sales.

You can see an example of personalization when you register for
the Harvard Business
Review.

Email forms can be a great way to personalize your emails. This should be part of a broader tactic: website and email personalization.

On the signup page, they ask you to provide your name along with
your email address.

And after you register, you can choose the topics you would like
to subscribe to.

This preference center example allows further email personalization.

And they begin personalizing emails immediately by adding your
name, as you can see in the below screenshot.

Using names in emails is a great way to provide a more personalized experience.

This is the first email they sent me. This helps them build a
stronger connection with their subscribers from the very beginning
of the relationship.

What’s website personalization and how can you use it?

Website personalization involves the creation of different
versions of your website content, as well as presenting these
versions to different individuals based on different factors. These
factors can include past activity, geographical locations, and
whether visitors are already customers or not.

Other factors like the time of the day, the season, or the
weather can work for personalization, too.

An example of personalization can be seen in the below two
screenshots from the Very.co.uk
website.

When the weather is warm, they present visitors with this
version of the website: clothing you’d wear on a sunny day.

This website personalization example uses localization to improve UX.

And, when the weather is colder, they promote sweater weather
clothes.

Localize your website for the ultimate website personalization. Combine website and email personalization for best results.

You might have also noticed that they take personalization a
step further by adding the name of the registered visitor to the
site, Nicky.

They also collect other data like past browsing history and
purchase history to display relevant products.

For instance, customers searching for children’s products
might see the ‘toys’ and ‘child and baby’ categories at the
far left of the navigation panel, especially if they’ve searched
for these items during a previous visit.

This level of personalization has helped the company to
generate a revenue of £5 million.

How to combine website and email personalization to drive more
sales

There are virtually endless ways you can combine both email and
website personalization to drive more sales.

Read on for a few ways you can try.

Segment your subscribers and create special personalized versions
of your site for them.

Nowadays, most email marketing tools (like Campaign Monitor)
let
you tag and segment
subscribers based on behavior.

One basic way to segment subscribers? Tag them based on the
different forms or lead magnets they subscribed to, and track
whether they’ve made a purchase or not.

Other ways include segmenting based on the emails they open and
the links they click on.

For example, let’s say you’re running an ecommerce store
that sells shoes and someone subscribes to your newsletter.

If you keep emailing them links to all your products and blog
posts, you’ll soon be able to figure out if they prefer buying
men’s or women’s shoes and if they’re interested in buying
other products.

You’ll also be able to gauge the specific style of shoes they
prefer to buy.

You can then create personalized versions of your website based
on these interests and promote different versions of your website
to different subscribers.

You can easily create personalized websites by using a tool like
Duda, which is especially useful if you’re at an agency that
handles email marketing and website management for several
brands.

Build sites with specific automated triggers for good personalization.

It lets you easily implement personalization by either creating
multiple versions of your site or through custom popups and
notification bars that’ll be promoted to visitors based on their
behavior.

You can also set up campaign-based triggers so that different
versions of landing pages will appear for people who access the
page using specified
UTM parameters in the links
in your emails.

This way, you only need to build and publish one version of the
landing page, and different segments of your email list will see
different content on it.

Re-engage cart abandoners.

Cart abandonment is a common problem. The average annual cart
abandonment rate is around
70%.

But you can combine the power of website and email
personalization to get people to visit the checkout page again and
make the purchase.

Every time someone adds a product to their cart and doesn’t
make a purchase, you can send them an abandoned cart email to
encourage them to complete the purchase.

You can also share the link that takes them directly to the
cart.

Here’s an example from Adidas.

This abandoned cart email example is a great way to personalize and encourage conversion.

This email includes a direct link to the shopping cart to make
it easy for the subscriber to follow through.

You can only implement this technique if you get the person’s
email address before they abandon the cart, so make it compulsory
for people to give you their email address before making a
purchase.

You can also send a discount code to encourage people to
convert.

Another technique that can work here is the addition of an exit
intent popup to your checkout page.

When someone is about to exit your checkout page, you can set
your website to display an exit intent popup that asks people to
give you their email address in exchange for a discount code.

This way, you can set an email sequence that continues emailing
them until they make a purchase. This technique will work best on
first-time visitors.

Ad retargeting

Another way you can combine email and website personalization to
generate more sales is through retargeting.

Most advertising platforms let you retarget people who visit
your website by two methods. One is by installing a pixel that
tracks their visit and the other is by uploading a list of email
subscribers.

So you can create three types of audiences on your advertising
platform. One can be a list of people who visited your website, one
can be made up of email addresses of people who signed up for
something free, and one can be email addresses of people who made a
purchase.

You can serve ads that upsell or cross-sell a different product
to people (email addresses) who already made a purchase. To keep
conversions high, this product needs relevant to the one they
already purchased.

You can also serve another ad that targets all the people who
visited your website, minus the subscriber list of people who’ve
already made a purchase.

Again, this is a relevancy tactic: sending people to a specific
part of your website for the best possible user experience. This
could be the landing page they abandoned or a product related to a
blog post they might have read.

And, finally, you can direct people who signed up to your free
lead magnet to another part of your website.

This way of combining both website and email activity to
implement personalization can bring in more sales and more
loyalty.

Wrap up

Website and email personalization, when used individually, can
produce great results. But, when you combine the two, you can take
your marketing to another level.

So get started with personalization today. You can start off
with email personalization first, as it’s easier to implement and
then begin experimenting with website personalization.

After you’ve fortified each of these strategies, you can
combine them and get powerful results.

Mitt Ray is the founder of Social Marketing Writing.
You can follow him on Twitter @MittRay.

The post
How To Bridge Website And Email Personalization To Drive Sales

appeared first on Campaign Monitor.

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How To Bridge Website And Email Personalization To Drive Sales