Personalized marketing has long been employed
by big name brands as a way to keep customers engaged, and most of all,
increase revenue. However, for small to medium businesses, personalization
isn’t so cut and dry. Though it’s often talked about in marketing circles in
these areas, few can declare that they’ve mastered it, much less tried it.
Personalized marketing can be overwhelming at the beginning, but there are mainstay
techniques newbies can always follow.
Go beyond just putting the customer’s first
name on emails.
Aside from
using first names, you can personalize your content better by segregating email
subscribers according to their level of engagement. You can entice those less
engaged with material that have minimal to zero marketing language. Meanwhile,
you can send your most marketing-heavy materials to groups that are highly
engaged.
Be consistent with personalization.
Having
long-term customers is all about building a positive relationship with them.
Personalization can win a customer over and encourage them to use your services
again, and to be effective, you need to be consistent on every online channel
you use, whether it be email, website, social media, etc. There are tools for
this, and you can learn about them from an expert in digital marketing.
Ask the right questions in a straightforward
manner.
Asking the
right questions is key in effective personalization and segmentation of your
audience. Ask your customers straightforwardly why they visited your website,
became a user, or subscribed to your email list. Their reasons can give you
invaluable data that can help you create highly targeted emails. Avoid asking
for too much information in exchange for content, as customers don’t want to
feel like they’re being interrogated.
Source:
6 Email Personalization Techniques That Go Beyond a Name,
kissmetrics.com
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