How to Increase Conversions with Personalised Marketing
Every one of your customers is an individual, so why not treat them as such? It might just give your conversions a boost.
Gone are the days when marketers would send out generic “Dear customer” emails to names on a list – digital marketing is an ever-evolving landscape that requires practitioners to stay on top of consumers’ changing wants, needs, and behaviours if they are to generate revenue.
Here’s what you need to know about personalised marketing and how you can use it for your business.
What is personalised marketing?
Personalised marketing is a strategy in which marketers send content specifically tailored for its recipients using data analysis and automation systems. Also known as “one-on-one marketing”, it is meant to engage prospective customers by communicating with each one as an individual.
There are three levels of personalisation based on specific information and behaviours:
Crawl personalisation is based on geolocation, frequency of site visits, and device type.
Walk personalisation is based on browsing behaviour, pages viewed, and events completed.
Run personalisation is based on third party integrations and a combination of multiple sets of aforementioned data.
If you have yet to collect data, you can invite existing customers to complete quick surveys when you send them a welcome or thank you email. These surveys should be designed to help you collect the following information:
- Their preferred products
- Whether they purchase products for themselves or for others as gifts
- Whether they are married, have children, and so on
Why use personalised marketing?
There are several compelling reasons to include personalised marketing in your digital strategies.
First of all, more than half of consumers, or 61%, expect businesses to tailor their experiences based on their preferences.
Considering the sheer volume of data available to marketers today courtesy of social media, surveys, and research, there’s no reason why you shouldn’t put that information to good use.
As a marketer, you can get to know your customers better than ever before, and this knowledge isn’t limited to age, location, and marital status – it is now possible to know even more specific details about your customers, from the universities they attended to the last thing they watched on Netflix.
What’s more, 90% of top marketers also believe that personalised marketing contributes greatly to a business’ profitability – which means that your competitors are doing it and are likely getting the results that you aren’t.
Consumers are also twice as likely to add items to their baskets when they feel that the shopping experience has been tailored to their unique preferences.
You will also feel the effects of personalised marketing in these aspects of your business:
- Brand loyalty – Improved customer experience gives you the edge over the competition and translates to increased brand loyalty. By personalising your content and sending only the most relevant messages, consumers will feel that you are truly paying attention to them.
- Increased trust – Consumers are willing to provide information if it means getting something of value in return, whether it’s a free report, faster checkout process, product alerts, and favourites lists or saved preferences. This, however, means that consumers expect you to safeguard their personal information.
- Consistency – Personalised marketing enables you to practise consistency across all channels. Consumers interact with brands through multiple channels, including email, mobile, social, and so on. With user data as your basis for creating content across different channels, you will be in a better position to create a consistent experience for users who switch channels throughout the buyer journey.
- Revenue – Using the appropriate automation technology helps you identify which channels customers engage with the most. It will also make it possible to follow up with these customers as they switch channels as well as make relevant product recommendations. Identifying each customer’s preferred channel and content, in turn, gives you the opportunity to increase revenue.
How to use personalised marketing for your business
Use high-effort, ultra-targeted customisation. When it comes to personalised marketing, low effort is no effort at all. Make them feel special. This may be a time-consuming process, but if you get the right customers, it will pay off.
A higher-effort approach involves tailoring your resources to the people you want to reach. An example would be to create content in a format and channel that you know they enjoy, and which includes references that are meaningful to them.
Write customised emails. Something as simple as addressing email recipients by their proper names can make them feel more valued. Moreover, customers don’t receive all of your emails the same way. They may prefer certain content over others.
In order to write better and more effective emails, let the intended recipients customise their subscription options – some may want to receive company updates, while others may only be interested in product reminders or sale notifications.
This gives your email campaign a better chance of not ending up in the spam folder. It can also prevent customers from unsubscribing from your email entirely.
Try a segmented campaign in which you send out different emails based on customers’ individual preferences and other relevant data.
Use segmentation to create your ideal user. If you’re worried about wasting your time with personalised marketing, keep in mind that deploying effective market segmentation strategies will help you channel your efforts towards only the most relevant customers. This allows you to use your resources more efficiently when taking a personalised approach.
Big Data, for one, enables you to identify customers with the highest conversion potential. The key to this is mining your data and creating detailed profiles based on demographic, geographic, and behavioural information.
Demographic segmentation typically uses measurable criteria, such as:
- Marital status
- Income level
Geographic segmentation, another way of segmenting your market, lets you group customers according to location, including:
- Home address
- Country (for international businesses)
Combining various segmentation criteria lets you create a clearer and more detailed profile of your ideal customer.
Let them volunteer information. Site features, such as favourites lists, user profiles, social media buttons, and account settings, allows customers to share information and express what interests them. To enable customers to personalise their own experiences, you will have to invest in certain design features for your app or site.
Work with a trusted digital marketing agency in Australia
Contevo is your partner in digital marketing. With over 15 years’ experience, we help entrepreneurs market their business and reach the right customers. Our mantra, “Continuous Evolution”, guides everything we do, from content marketing to social media advertising. Get in touch with us today to schedule a consultation.