The 5 Tactics for Personalization That Will Set You Apart

3 min read
Jul 1, 2016 10:34:35 AM

Personalization is more than just inserting the recipient’s name into the greeting of an email. It is about understanding your customers’ (or potential customers’) needs and tailoring an experience to them. When it comes to different strategies, there is a fine line between personal (nice) and too personal (creepy), and it is importance to toe that line or risk turning clients off.  Here are 5 tactics for personalization that will set you apart.personalization that will set you apart

  1. Emailing a Person

While there is more to personalization than just addressing a person by their name, this is low-hanging fruit and a good place to start. Everyone appreciates being recognized as an individual person, and it is even better if the email is coming from another person, not a faceless company. If you are not currently doing this, start immediately.

  1. Personas 

Buyer personas are the cornerstone of personalization. Using personas will help you narrow down what buyers are looking for and address their specific needs. Identify prospects and leads through behavioral, contextual, and demographic attributes as well as where they are on their journey.

According to EPiServer's data, 14% of marketers indicated that personalized campaigns generate a better response rate than mass-market campaigns. Segment your list into categories based on interests or buying stage and create 3 or 4 different promotional emails that target buyers in those groups.

  1. Personalized Web Content

Another tactic is through web content that addresses specific needs and interests. Based on buyer personas, you can create a more personal connection with readers by hitting common pain points and detailing how your product of service will address an issue.

When sending targeted emails, create different landing pages for each campaign that is personalized to the core audience and the various offers. Customize the language and messaging to show that you understand this group’s specific needs.

  1. Segmented Social Media

Did you know that you can use social media as a tactic for personalization? In fact, you can use LinkedIn Company pages to personalize the information that visitors see. And, the “circles” on Google+ are perfect for segmenting your followers. Both of these tactics can give you the edge over your competitors.

Furthermore, you can—and should—personally interact with prospects on social media. Now it is commonplace for people to ask a question or voice a concern on Facebook or Twitter. Think of these opportunities as an extension of customer service and personally address them. Don’t rely on automation, have an actual individual monitor and respond on your social media—readers will just get frustrated if a robot is regurgitating stock responses.

  1. Personalize with a Purpose

Remember not to sacrifice context for content. When personalizing, you should still have a purpose. Just because you have personal data about a lead does not mean that you should use it. A few years ago, Target landed itself in the creeper category when it started recommending pregnancy and maternity products to shoppers based purchases that indicated they might be pregnant. This is an example of too personal. Better to play it safe and not overstep the line.

When it comes to online shopping, buyers prefer items tailored to their needs, but not so personal that it feels like you are watching them through their window. If someone recently bought a laptop from your website, then they might appreciate getting an email with a discount on a backup battery or external storage device. If someone recently bought a pregnancy test from your store, they might not welcome an email with discounts on diapers. Personalization is supposed to feel good; like a private connection between you and your audience. Use these tactics to guide you and help you stand out in the crowded marketplace.

If you have a LinkedIn Company Page, be sure to maximize its potential with these guides and templates. 

LinkedIn company Page

 

 

 

Get Email Notifications