Author: Johanna Rivard / Source: Marketing Insider Group Every customer is different. They have different needs, interests, and motivatio
Every customer is different. They have different needs, interests, and motivations. So doesn’t it make sense to treat them accordingly? We’ve entered a new era of marketing where customers expect a relevant experience that’s matched to their specific needs. People don’t want to feel like just another number on a list, they want to feel like human beings, and it’s up to businesses to treat them that way.
Personalization has proven to be a highly effective marketing strategy. In fact, Infosys reported 59% of consumers say that personalization influences their shopping decision. Furthermore, Marketo found that 78% of customers will only engage with new offers if these are personalized to their previous transactions with the business. Additionally, MarketingProfs discovered businesses that personalize web experiences see, on average, a 19% increase in sales.
If you’re trying to speak to everyone, you’ll end up speaking to no one. So it’s time to clearly define your target audiences and personalize their experiences. Here’s how:
Website
IBM reported that one of their clients saw a 400% increase in response rates from personalized website offers. There are a number of ways to personalize the content on your website.
If you run an e-commerce and online shopping websites, you can personalize offers according to the customer’s account details and shopping history. Here are two great examples from Amazon:
- When logged in, they have links on the menu/navigation area with the user’s first name such as “Emma’s Amazon.com” (instead of just Amazon.com) and “Hello, Dan” (which links to the account menu options).
- Using information from a user’s browsing history, Amazon.com provides recommendations on products that a person might buy or might find of interest in the future by showing these on the homepage on their next visit.
These examples and many other personalized elements on websites occur through the use of dynamic content, which in simple terms is “HTML content on your website, forms, landing pages, or emails that change based on the viewer.”
You can personalize almost any kind of messaging on your website to the current viewer, as long as you have the right information about them. For example, instead of saying “free international shipping,” use the visitor’s public IP address to detect their location and say “free shipping to Thailand” instead.
Emails
Emails remain the most common means by which businesses communicate directly with their customers. Almost 9 out of 10 marketers say that email is their primary means of lead generation, but it’s marketers who use personalization in their subject lines that see 26% more opens. However, email personalization goes beyond including the customer’s first name in the subject line.
An important email personalization strategy is segmentation….
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