Personalization is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers.
Personalization is the key ingredient to enhance the user experience. The better you address the needs and wants of visitors, the higher are their chances of entering your conversion funnel and turning into loyal customers. Marketing campaigns, emails, advertising, website, and content can all be personalized to a viewer based on their interest, demography, geography, actions, plus more.
Personalization Marketing Strategy: Emails
Email marketing may not have the open rates we used to see 10 years ago; however, a solid email marketing program is still a viable marketing strategy. Email lends itself very well to personalization.
According to Dale Carnegie, “a person’s name is to that person the sweetest and most important sound in any language.” This is one of the reasons why companies and marketers address you by your first name whenever you see it in your emails.
Personalized email campaigns receive 29% higher email open rates and 41% higher click-through rates than traditional emails with no personalization. Segmented lists with personalized email blasts have been shown to outperform generic emails sent to an entire list.
Access to tools, such as Mailchimp, Get Response, Hubspot, and others, that allow segmentation and message automation have become more affordable. These platforms make delivering customized content to a targeted audience accessible for any business and are the best tool for increasing conversions.
The main benefit of personalized email marketing is having control to reach a specific audience group. By collecting user data from list segments, surveys, or studies, you’re better positioned to create more relevant and effective email campaigns towards targeted audiences based on their buying habits, interests, and behaviors.
Personalization Marketing Strategy: Advertising
With ad costs rising, marketers need to determine how to convert more visitors that stop by the website after seeing an ad. Consumers are adept at tuning out generic ads; thus, traditional advertising has become much less effective.
Expectations for more personalized content have risen due to giants like Amazon, which has spilled into other areas of digital marketing.
In one study, 79% of consumers feel frustrated if the content their viewing isn’t tailored to them. According to Gartner, at least 90% of online advertisers will start using marketing personalization in some way.
Retargeting is placing a cookie on a website visitor’s browser when they first visit your website. You’ve probably experienced this yourself. Let’s say you visit a pet site, and then as you visit other websites, pet product ads from that pet site are inserted on the website you are viewing. It’s like being followed around online.
Google, Bing, Facebook, LinkedIn, and more all offer retargeting to advertisers. Once you set up the ad account, you can insert the platform’s tracking code into your website header. As people visit your site, they are tagged and will receive your ads.
If someone visits a particular page on your website, such as dog beds or a house model you build, a personalized ad is then served to them showing the same or similar content of what they previously viewed.
Personalization Marketing Strategy: Website
Companies are competing every minute to grab the attention of visitors within seconds. Providing them with relevant content and a customized experience can make them stay longer on your site and increase the conversion rate. Amazon is a classic example of the world’s leading shopping sites due to their personalization efforts. But you don’t have to be in e-commerce to personalize a website experience for visitors.
Optimized landing pages are typically a visitor’s first interaction with your brand. Landing page personalization can be done in two ways – with the help of better converting CTAs and showing more relevant content recommendations. Research by HubSpot also shows that personalizing CTAs can make websites perform 202% better than generic CTAs.
Review your website to determine the best pages where you can implement personalization with your target audience. Homepage, category pages, product pages, pricing pages, and checkout pages are a good place to start. By personalizing each of these pages, it will help cater to potential new customers.
Personalization Continues to Rise
There are many ways you can personalize content your prospective customers access, whether in an email or online. A one-size-fits-all advertising and marketing approach won’t work anymore. Content personalization will remain, as it allows you to offer products and services to a suitable audience much faster.
If your business needs help with improving conversions through personalization, contact our experts for a free quote.
Kim works with brands since 2011 to develop and manage their digital and social media strategies; meet company objectives, such as increasing leads, engagement, and website traffic, utilizing best practices, the latest tools and strategies; and develop quality content. She is a problem-solver who loves a challenge when it comes to increasing sales.