Personalization is quickly becoming one of the best ways to grow and maintain your customer base. In case you don’t know, personalization in marketing refers to the process of using customer analytics and behavior to create custom experiences for people that interact with your social media, email, or website.
Customers prefer to deal with businesses that listen to their needs and make their shopping experience personal. How likely are you to go back to a website that makes no effort at all to make your experience unique or exciting?
It’s hard to imagine websites like Amazon stripped of their staple features such as product recommendations and custom lists. Similarly, Netflix wouldn’t look much different than regular TV if they didn’t have an algorithm predicting what individual users might want to watch based on past experiences.
There’s a good reason that 67% of marketers plan on adding personalization to their strategy this year. Simply put, it just works.
Today we are going to look at four tips you should keep in mind if you want to start using personalization to grow your lead list, improve engagement, or increase sales.
Create custom email campaigns
Email marketing is one of the most effective ways to keep in touch with your target audience. Consumers land on your website and subscribe through a lead magnet, or by becoming a customer. Once you build a strong lead list, you can leverage personalization to increase your open rate by up to 26%
There are plenty of ways to segment your leads for more personalization opportunities. For example, you can segment your list broadly by breaking down subscribers based on their past purchases. Understanding the type of products people are more likely to buy can help you send out personalized offers.
If you want to narrow down your segments, you can start personalizing with details like birthdays, location, and even first name. Adding the name of the recipient to your subject line can boost your open rate by an impressive 21.2%.
You can even create different email campaigns for your segments and drip them out to users over time. Using this tactic, you can improve your sales and conversions gradually, which is vital for substantial business growth.
Don’t forget that email marketing is an excellent tool you can use to send product offers and cart reminders. If a customer subscribes after making a purchase on your online store, send them emails in the future that have similar products and features. Luckily, you’re not limited to only personalizing recommendations through email.
Make product recommendations based on user behavior
Earlier, we mentioned Amazon and how they use their product recommendations feature to keep consumers interested in their online storefront. You can use this strategy on your website for both your products and your blog content.
Customers want to buy and experience things in a way that’s personal for them. If you can consistently make accurate assumptions about your customers and have suggestions that cater to their needs and resolve their pain points, you’ll have a much higher retention rate and customer lifetime value.
Companies like Amazon and Netflix operate with machine learning software, which helps these companies proportionally scale up while offering the same level of personalization to customers.
If you’re just starting out, you can use the data you’ve gathered from your Google Analytics, email, and social media accounts to segment your list. As you exponentially gain followers, you’ll likely have to shift to an AI-powered software to keep the personalization experience for all of your customers.
Next, let’s talk about how to add elements of personalization to your on-site UX. If you want to increase customer retention, consider adding personal details to your site design.
Many online clothing shops use personalization to get customers to the right place after they sign up for an account. The next time that the user goes to the clothing store, they will automatically get shown products and articles on the homepage that reflect their past searches.
While not all consumers will buy something using this prompt, it will help streamline the experience users have when they visit your site. Imagine going to a clothing store and automatically seeing all of your favorite styles selected without navigating menus.
You can also personalize the type of content users see when they land on your site. For instance, imagine you’re running a website that teaches customers how to market their products and services. If someone joined, but only reads your articles on email marketing, you can make smart blog suggestions when they land on your site. Since the customer already showed interest in email marketing, they are more likely to click on new content in that category.
Reduce cart abandonment
You can reduce cart abandonment through your email, social media, and on-site with personalization.
First, let’s talk about email retargeting. Essentially, email retargeting is when a user lands on your store page, subscribes, puts an item in their cart, but don’t complete their order. Since they subscribed, you can send them personal emails, letting them know that they left an item in their cart and that they need to check out to complete their purchase.
In most cases, you can send three emails within a week without seeming pushy or overbearing. The first email can go out within 12 hours, the second within 48 hours, and the last email can go out after a week of inactivity.
Now let’s say someone visits your site, adds an item, and leaves without signing up. There’s no way to get these people back, right? Not quite.
Retargeting pixels are cookies that users get after they visit your website. By now, we are all familiar with the website popups that let us know that we are getting cookies when we land on a page. These cookies are designed to track consumer behavior, and they will promote your product or service on social media to people who clicked through but didn’t buy something.
These ads will appear in their feed naturally, which can encourage them to go back and complete their order. You can create specific campaigns for retargeting, which gives you the freedom to create personalized ads for people who would otherwise abandon their cart. When you consider that 80% of internet users have at least one social media account, it’s easy to see why marketers love using retargeting pixels to prevent cart abandonment.
It’s safe to say that personalization is only going to grow as we discover new ways to gather customer data and technology advances. We have the tools in place to build custom experiences for our users across all platforms, and almost all growth occurred in the last decade. We can’t say for sure where the marketing industry will end up by the end up after another 10 years, but we can confidently say that personal marketing experiences will play a role.
If you want to make the most of your personalization marketing strategy, make sure you’re consistently reviewing your analytics and understanding user intent on your site. When you don’t fully understand your target audience or their needs, personalizing experiences becomes nearly impossible.
Spend the time and energy it takes to compile and understand the data if you want to create a marketing strategy that will attract new users, aid in customer retention, and grow your business.