A research article published by Econsultancy shows that 63 % companies do not have the ability or equipment to initiate personalised marketing and 27 % companies don’t even think it is important! Well, hopefully, we will change that opinion by the end of this article because personalised marketing can speed your growth by years!
Some of the leading businesses use personalised marketing to make a sale. Take Amazon and Google for example. Have you wondered how they managed to stay on top, undefeated, for decades? It all comes down to personalised marketing.
Types of Personalised Email Marketing
Personalised email marketing can increase sales up to 6 times more than non-personalised email marketing. You may not use all the personalised marketing techniques we mention below but even a few of them can make a massive difference in your company’s lead generation.
Social Media Opt-Ins
Once your customers opt into your email campaigns you can have an automated first mail that asks them to join you on your social media handles. The initial conversion rates may be few but once they follow you on social media, you will get a better understanding of their age, gender, geographical location. This will help you personalise your marketing strategies for the future. This kind of personalised marketing method is highly effective for clothing brands or ecommerce websites that caters to different age groups and genders. Having a record of vital information on your social media handles will help you pitch your products better.
Location – Based Mailing
This is ideal for local businesses that want to mail efficiently and increase their leads and be ahead of other local businesses within their niche. All you need is a person’s area code and you can streamline your campaigns accordingly. You can do this by filtering your pop-ups only for those who enter your website through local searches. Research shows that location-based emailing increase leads up to 13% and also increases website traffic by 50%! So, if you are a local business, you should not ignore this kind of email personalisation.
Segmenting Email Opt-Ins
This is ideal for businesses that have multiple services under the same niche. So, for instance, if you are a fitness brand, you may ask a multiple choice question about their fitness goals before they opt-in. This will help you streamline your emails and send different products and content to individuals opting for A, B, C or D.
DoggyLoot used the technique mentioned above. They set up a multiple choice question about your dog’s size before signing up for their mailing list. This will help them understand their customers better and only send large dog product and content to large breed owners, small dog accessories to small dog owners and so on.
Trigger Emails
This is perhaps one of the most common personalised mailing technique. Have you seen abandon cart emails or emails that invite you on their website again? Trigger emails have a 152% higher chance of being opened. Facebook does this too when you haven’t used your Facebook account for a long time. It usually works in their favour because we all know that Facebook is an important part of our life!
Segmented Promotions
In this technique, you can send promotions to people who buy different variants of the same products. For instance, if you are selling 2kgs, 5kgs, and 10kgs of dog food, you may already have a record of customers who regularly opt for a particular amount. You can then send a discount offer to all your customers and see which group of customers take the discount. So, if the customers in the 2kg category take the discount, you can segment this offer only for people who buy 2kgs of dog food.
There are many more personalised email marketing strategies. The ones mentioned above are few of the most effective methods that are bound to get you some eyeballs.
Customised Products
In 2014, Coca-Cola, Australia started the ‘Share a Coke’ campaign. This was an initiative to personalise the label according to your name. It well and soon spread to other parts of the world. The idea of finding your name on a Coca-Cola label instantly made buyers feel special and they were inclined to buy a bottle of Coca-Cola. They even had customising options for those with unique names and messages.
This kind of personalisation can work in certain parts of the world, however, we doubt its’ workability in places like India where three syllable names seem to be a norm. Therefore, it is important to familiarise yourself with your customers and their cultures before offering customisation to this level.
Product Recommendation Based on Search History
Amazon is notoriously famous for this and well, so is Google. We can never ignore the recommendations section on Amazon that is specifically based on our searches. It may seem daunting for a new e-commerce website, but it is actually not as difficult to set up your own personalised recommendation system without breaching security rules and regulations. An interesting feature about product recommendations is that it has an addictive quality to itself. You may not intend to buy something but since you were already searching for/purchased similar products, you end up picking what is on your recommendation section.
YouTube does something similar too. You want to stop at one video and you end up watching ten because your recommendation column keeps recommending videos that are similar to your viewed history. This helps create website traffic, binge-worthy content and more conversions.
Personalised marketing makes your brand more effectively. It takes longer to create personalised messages or create a system and maintain search algorithms, but it helps you understand your customers better. Once you understand your customers you will spend lesser time on emails and messages because you will know which mail or message should go to which category of people.
This favours you in more than one way because customers prefer brands that can give them products based on their personality and likings. It also makes you time efficient. Now instead of mailing 1000 people and only get 10 conversions, you can send 100 personalised emails and receive 50 conversions. Personalised marketing is no longer an option, it is a necessity and we hope this article was enough to convince you to make a personalised marketing plan.
