Personalization is more than just adding someone’s name to an email you send them. It is a powerful way to communicate with leads and customers and tailor your offers and services to them. And, it is no longer an option; it is rapidly becoming a marketing necessity.
Survey results from web content management provider EPiServer indicates that “1/3 of marketers believe personalized marketing campaigns are effective” and “2/3 of U.S. marketers planned to use personalization in their campaigns within the next 6 to 12 months.” There’s no time to waste, so we suggest developing a personalization strategy that helps you segment and target buyers based on their unique wants and needs.
Collect Quality Data
In order for your personalization strategy to take shape, you need to have strategic information about your prospects, leads, and customers. This can be achieved through a customer relationship management (CRM) system that can track, manage, and organize the data that you collect. Once you have the best information, you can put it to good use personalizing your marketing campaigns.
Personalize Your Emails
Let’s get the easy one out of the way first, send your email to a person, from a person. Not “dear friend” from “giant company”—nobody wants that. Go one step further and personalize the subject line as well. I much rather get an email that says “Hey Melissa, check out this new cool thing that you might like” than “New cool stuff to check out.” You want to grab attention and engage the reader and improve your open rate.
Segment Content by Persona and Data
When you send personalized emails, segment them based on buyer personas for the most targeted offers. According to EPiServer's data, 14% of marketers indicated that personalized campaigns generate a better response rate than mass-market campaigns. (HubSpot).
Since we know you are already collecting valuable data, (right?!) use the information you have to segment your email list. For example, one message for customers who have purchased an item from you in the past, one for those who recently purchased, and one for those who have shown interest but not yet bought anything. Use language that speaks directly to each group, such as, “Dear Melissa, it has been a while. Since we miss you, here is a sneak peek at ABC that can help you with XYZ.”
Implement Targeted Language
Note that personalization “segments” can means anything from time zone and geographic region to age and gender to industry and educational background. Know your audience and divide it in the most appropriate and effective way for your target buyers.
As mentioned above, tailor the offer and language to each different segment. If you are an East Coast brand trying to reach more prospects on the West Coast, consider time zone and geographic differences when executing a campaign. Send at the best time for the recipient, not for you. And remember, use specific language in all forms of communication, not just email.
Use Smart Web Content
Websites are no longer just static pages—they are dynamic, responsive sites that serves as the cornerstone of your marketing strategy. You can actually use personalization on your website to deliver targeted content to visitors based on their interest and industry.
Creating and implementing segmented web content takes the burden off of visitors to figure out what they are looking for—remember, a first-time visitor is not going to have the same needs and questions as a third or fourth time one, so the message should be different for those two groups. Your website is one of your most valuable marketing assets; be sure you are maximizing its potential with personalized content, not a one-size-fits-all message that turns off confused visitors.
Now that we have illuminated some of the different ways you can personalize your content to better target your ideal buyer, will you be one of the marketers implementing it into your marketing campaigns?
Need help with buyer personas? Don’t worry, we’ve got you covered. Download this free guide and start personalizing your content today.
