Personalization Isn’t Just ‘Hi [Your Name]’ Anymore

Published October 2017, updated July 2019

We’ve all been the recipients of personalized marketing
campaigns that may have fallen a bit flat. Even the biggest brands
have sent emails with the wrong name or default text that went
awry. 

Personalization mistakes can
quickly change someone’s opinion of a brand, so you have to be
careful how you approach your target audience.

At the same time, consumers respond positively to personalization done
well. According
to Accenture
, 75% of consumers are more likely to buy from a
retailer that recognizes them by name, recommends options based on
past purchases, or knows their purchase history.

Luckily, you can now do personalization far
better than just ‘Hi [Your Name]’. You can dynamically segment
your messages based on what users are doing on your company’s
website right now, triggering marketing campaigns that offer
personalized messages based on their real-time activity.

This type of personalization can impress, entice, and, of
course, drive higher conversion rates. It’s personalization done
right. Here’s how you can accomplish it for your brand.

Gain a deeper understanding of your customer

Personalization is only as good as the data you have about your
buyers. Unfortunately, today’s buyers may have as many as six
separate IDs in your systems, including:

  • Multiple browsers, like Chrome, Safari, and Internet
    Explorer
  • Mobile devices, like a laptop, desktop, cellphone, or
    tablet
  • Multiple emails, customer identities, or phone numbers

With an advanced CRM, you can identify every customer’s
actions across multiple browsers (on a mobile device or desktop)
and on multiple platforms (email, web, mobile, ads, and more). By
unifying all of that complex data into one single and accurate
customer ID, you can better understand exactly who your potential
buyers are, and what they’re interested in.

With that data in hand, you can then do a more specific
segmentation
 of your customers according to their behaviors
across platforms and channels. It’s not just about simple
demographic data like age and location — now you know what
they’ve clicked on, what products they’ve viewed, and much
more.

Then with that specific information, you can send out far more
personalized messages to your audience like the one below. In this
example, Mack
Weldon
 sends out recommendations based on what’s already in
a user’s cart.

Mack Weldon abandoned cart email

Leverage real-time marketing automation

Many marketers think they’ve already got a handle on marketing
automation
. In actuality, today’s technology can do a lot
more than just trigger an automated welcome email when someone
fills out a form. By using that same data around customer behavior
on your site, you can use marketing automation to trigger
emails based
on specific actions
 taken by buyers.

For example, if a customer views women’s shoes multiple times,
you can automatically send them an email with a coupon for that
specific line of shoes. Or, if a customer abandons a cart, you can
drive conversions by triggering a cart abandonment email to drive
urgency.

Asics Abandoned cart email

This email from Asics was automated to arrive
in the customer’s inbox exactly one hour after the item was
abandoned in the cart, dynamically adding in the exact product they
left behind along with an offer for free shipping. These types of
triggers don’t require anything from the marketer to accomplish
— they all happen in real-time as customers take actions across
your site. With real-time marketing automation, you can make the
message not just personal, but timely as well.

Use true omnichannel personalization

Emails are not the only way to achieve personalization and
automation. In fact, these tools become even more powerful when you
execute campaigns across multiple channels.

With omnichannel personalization, you can actually use that same
data and same marketing automation to push out ads across channels
— on Facebook, Google, YouTube, Instagram and more.

Vineyard Vines EmailVineyard Vines Social Ad

Instead of a win-back campaign only through email, Vineyard Vines used a
coordinated effort to win back a customer through a sale via
multiple channels, increasing the rate of success.  Some customers
may ignore your email but respond positively to web push or
targeted ads. This type of detailed and specific personalization
will help e-commerce brands stand out from the crowd.

Anticipate the buyer’s position in the sales funnel

Marketers know all about meeting buyers where they are. It’s a
good practice to influence your efforts, but we often limit our
thinking to coincide with the tactics we’re already using.

Sure, we think about how our product could help a person, or
where they are as far as their location or financial status.
However, what about their position in the
sales funnel
?

People have different interactions with companies, and therefore
the next step for each individual may be unique. For example,
people just viewing content may need to be nudged toward a sale
with lead-generation techniques.


People have different interactions with companies, and therefore the next step for each individual may be unique.

Source:
Really Good Emails

The same could be said of leads, who may need things like
customer support access to get questions answered before they’re
ready to become customers. Customers could need the right platform
to become promoters with reviews, and so on. As we can see, there
are many opportunities for personalized email content at each
level.

You don’t want to ask for product reviews from people who
haven’t bought anything, nor do you want to explain to a person
who is ready to make a purchase why they really need your product.

Personalization
is about giving people the relevant messages
they need based on where they are.

Anticipate the pain points of customers

A great product is designed to do one thing above all
else–solve a problem the customer faces. Personalized email
shouldn’t just send people offers for products you want them to
buy. It should focus on providing customers with products and
resources you know can help them.

The result is a win for both sides. Customers are more likely to
buy, and the company is more likely to have a higher click-through
rate on their personalized content. So, if you’re looking to
solve customers’ problems, identify those problems and craft your
email around how your product—or services or resources or
customer support—can solve them.


The result is a win for both sides. Customers are more likely to buy, and the company is more likely to have a higher click-through rate on their personalized content.

Source:
Really Good Emails

Keeping a weight loss goal into the new year is difficult, so
much so it’s become a running joke to make weight loss a new
year’s resolution.

This email specifically targets the pain point of missing out on
that delicious taste of the foods you love while trying to cut back
on carbs. In doing so, it immediately establishes a connection with
subscribers who’ve faced a similar problem.

Personalized email content isn’t just about filling in the
customer’s name or information. It’s about relating to their
struggles and helping them reach their goals. What’s more
personal than an individual’s deepest desires or their hardest
obstacle to overcome?

If your email content can tap into that, you’ll have mastered
personalization and will enjoy the engagement that comes after.

Wrap up

Rather than worrying about making an awkward mistake, your
marketing can be hyper-personalized to exactly what your buyer is
looking for. Even better, they’ll see your message across
multiple channels, always getting a consistent impression of your
brand. With the right personalization combined with real-time
automation across channels, you can truly start to personalize your
marketing.

Looking to get a little more inventive with personalized email
content? Learn tips on how to
incorporate the customer’s journey
into your content creation
and distribution.

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Personalization Isn’t Just ‘Hi [Your Name]’ Anymore

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Source: FS – Email Marketing Blogs!
Personalization Isn’t Just ‘Hi [Your Name]’ Anymore