Here’s a fact that all marketers should be familiar with: personalization converts. Users have come to expect personalized content and communication. In fact, two in three consumers would rather buy from a brand that knows their name and purchase history*.
Personalization messages utilize customer data to tailor digital marketing to a user’s unique behavior, characteristics and preferences. Even if you have a global user base, each user needs and deserves customization. Through creativity and innovation, personalization can help you stand out and remain relevant to your customers, even in crowded industries and sectors.
With so many apps available in Google Play and the App Store, it’s essential that brands create relevant and targeted in-app experiences, text messages and emails. If done correctly, personalized marketing can increase customer retention, brand loyalty and conversions.
If you are new to personalization, it can seem both exciting and daunting to create an entire, dedicated plan that includes the right balance of marketing channels and tactics. Let’s start with email. Personalized email campaigns have 29% higher open rates and 41% higher click-through rates than generic messages*.
Users receive an average of 96 emails a day, but only read 63 of them*. To ensure that your marketing email is not one of the 63, here are a four tips to make a great first impression in a user’s Inbox:
- Add a customer’s name to subject lines
Tips: Include the name of a user within the subject line. Create a mobile-friendly subject line and keep character count to 25 to 30 characters.
- Use dynamic content
Tips: Use different content based on where the customer is in your sales funnel. Target different aspects of an email to users based on their preferences.
- Highlight missed opportunities
Tips: Send product reminders through email to increase sales and reduce the chances of shopping cart abandonment. Encourage customers to come back with a special offer such as 15% off their next purchase.
- Schedule content based on location and time zone
Tips: Take note of a user’s location and schedule an email accordingly. If you are a travel brand, why not send an email newsletter featuring nearby hotels, complete with vibrant photographs to catch a user’s attention.
Bottom line: personalization is essential in digital marketing. Users want brands to engage with them, but their attention is a precious commodity. Don’t be afraid to test content and learn from marketing missteps. Luckily, we’ve created an infographic that highlights even more personalization tips to move your brand one step closer to digital marketing success.
