Marketing is a never-ending process.
After someone visited your website, you shouldn’t stop marketing to them. Once you stop, you lose them to a competitor.
After someone buys your product or uses your service, you shouldn’t stop reaching out to them. Once you stop, you lose them to a competitor.
Never stop marketing if you want your brand to be on top of consumers’ minds. Think Apple and Nike. They never stop marketing.
Think Apple and Nike. They never stop marketing.
The longer a customer has been with your business, the more valuable he/she becomes.
For example, internet giants like Facebook, Amazon, and Google do a good job in keeping their current users.
These companies are successful because their old customers continue to buy their products and use their services.
Imagine if Google should lose half of its current daily active users, the company will be in serious trouble. Lots of jobs would be lost.
Their old users continue to keep their business alive.
Therefore, appreciate your old visitors, email subscribers, and customers because they are worth a lot more to your business than the new ones.
How do you appreciate visitors, subscribers, and customers and make them feel valued by your business?
The answer is personalization.
What is personalization?
I love this definition by AddThis:
“Personalization is the practice of dynamically tailoring your site to the wants and needs of each user.
You’re already used to a personalized experience when you visit Amazon, Pandora or Netflix. Their recommendations are a valuable discovery mechanism that connects you with the content and products you want.
Personalizing your own site will give visitors a more relevant and engaging experience and is one of the best ways to boost loyalty and conversion.”
Companies like Amazon, Facebook, and Google personalize the experience they give each of their users.
Personalized marketing is a powerful tactic for keeping customers for life.
How can you use personalized marketing to amaze prospects and customers and double your revenue?
There are 10 ways to use personalization in your marketing.
1. Personalize your site’s popups
Lots of websites still interrupt their visitors’ browsing experience with irrelevant popups.
Irrelevant popups can be very annoying.
I’ve had to stop visiting some websites because they bombarded me with extraneous popups.
But I’ve also visited a few sites where I was shown popups I liked very much.
The reason why I liked them was simple:
Their popups had messages that were connected to my motives for visiting their sites.
Also, their popups weren’t that intrusive. At least, I’ve spent a considerable amount of time on their sites before I was shown popups.
So, how can popups be useful for personalized marketing?
First, the popup message should be related to the content on the web page.
For example, if the content on your page is about fried chicken, offering an e-book about chicken recipes in the popup would be a great thing to do.
It won’t annoy visitors because there’s a relevance between the content on the page and the offer in the popup. In this case, visitors are more likely to act.
When you’re on a web page about video marketing and a popup appears asking you to drop your email and get a free tutorial on Instagram Marketing.
Now that can be annoying. The popup isn’t personalized.
A tool like Growth Funnel helps you avoid this. You can easily personalize your popup by selecting which pages you want the popup to appear.
Growth Funnel offers different display conditions for popups.
Secondly, a visitor should have spent a good amount of time on your web page before seeing your popup.
Many sites show popups before you even get to see how the content on their web pages look like or read their first paragraphs.
Timing is important. Don’t show popups immediately your content finished loading in web browsers.
Give visitors time to digest your content before showing popups.
It’s annoying when you show popups within 3 – 10 seconds a web user has been on your site.
Growth Funnel offers you different options in choosing when you want your popups to appear.
I wouldn’t select the first option, which is immediately after the page loads.
The second option lets you select in seconds. You can wait for as many seconds you want before displaying your popup.
For example, you can type 300 seconds, which means 5 minutes. (60 seconds = 1 minute. Therefore 60 x 5 = 300 seconds).
The third option lets you display your popup when a visitor is about to exit your web page.
The fourth option allows you display your popup after a visitor has read (or seen) a predefined percentage of the content on the page.
2. Use a customer’s name
Personalization online starts with addressing customers by their names.
It’s one of the fastest ways to quickly build rapport with customers.
By addressing people by their names, you show that you recognize each one of them.
Coca-Cola’s “Share A Coke” campaign was widely successful because they used people’s names on their product.
Growth Funnel lets you collect visitors’ email addresses along with their names.
The great thing about Growth Funnel is that it’ll recognize these visitors on their next visits and address them by their names.
That makes a visitor’s browsing experience on your personalized website.
3. Segment your email subscribers according to their needs and interests
Your website visitors have different, unique needs and behaviors.
If you’re a fashion retailer, for example, visitors are on your website for different purposes.
Some visitors may be on your site to find the best office outfits. Some other visitors may be on your site because they have a wedding party coming up.
Recognizing these different needs and personalizing your marketing messages and site’s experience according to every one of them can help increase sales.
Someone who’s searching for something good to wear to a wedding party doesn’t care about emails that promote office outfits.
Segment your email subscribers according to their unique needs and send them messages and offers that match those needs.
Email segmentation is one of the most powerful personalization tactics that can triple your sales.
For example, the merchant who sent this email knows that the customer has green eyes, a light complexion, and oily skin.
The prospect is more likely to act on this email message because it’s personalized.
4. Ask customers to connect their social accounts
Asking your customers to connect their social accounts with their shopper accounts on your site will give you a treasure trove of information like gender, location, and other data you can use to send highly targeted marketing messages.
5. Segment emails according to time zones
Above, I talked about segmenting your emails according to each subscriber’s unique needs. Email segmentation doesn’t stop there.
You should also segment emails according to time zones.
Why should you do that?
Your email subscribers live in different time zones around the world.
It is impossible for every subscriber to be awake when you send emails.
Some would be too busy at work.
Some would be at home with their family.
Some would be asleep.
There are currently 38 time zones in the world according to Time and DateTime and Date.
You want to send emails when prospects are more likely to see it.
Sending your email at the right time means it’ll get read, rather than being buried at the bottom of subscribers’ inboxes.
Email marketing service providers let you optimize your emails for different time zones.
For example, MailChimp’s Timewarp lets you send emails at a particular time for all your email subscribers. It doesn’t matter where they live.
They all get an email at a particular time in their time zones.
(Note: Mail Chimp integrates with Growth Funnel).
6. Do landing page segmentation
Still on segmentation.
Now, you may be wondering why segmentation is an important part of personalized marketing.
It’s where personalized marketing begins.
Without segmentation, your personalized marketing campaign is on the wrong path.
Landing page segmentation is one of the most powerful personalized marketing tactics.
How does it work?
There are 3 steps:
- You make a landing page that addresses a need.
- You create an irresistible offer that matches that need.
- Then you promote the offer on the landing page.
Okay, let’s see how this works in a real-life example.
I just landed on a recent article published on Hubspot titled “Just Getting Started With Video Marketing? Here’s the First Video You Should Make.”
Now, when you scroll down to the bottom of the page, you’ll see this free guide about video marketing.
Hubspot wants you to give your email address to download this free guide.
The free guide is titled “How to Use Video in Each Stage of The Buyer’s Journey.”
The content of the landing page matches the free offer.
Intuit is another perfect example of a company that segments its landing pages.
Each of Intuit’s products has a separate landing page for it. Each landing page is dedicated to one product only.
For example, below is the screenshot of a landing page for Intuit’s ProConnect Tax Online product.
Landing page segmentation helps you deliver a personalized content that matches each visitor’s needs.
7. Send personalized customer reports
Fifty-eight percent of consumers say a personalized experience is very important when purchasing from a company, according to Salesforce.
The same research found that 52% of consumers are likely to switch brands if a company doesn’t personalize their communications to them.
Send emails that match a customer’s activity.
For example, Grammarly sent me a report of how well I did with their product last week.
The report shows that I’ve written 114,138 in the past 7 days which they’ve checked for me. It also shows that I’ve used 2,268 unique words in my writing.
That is personalized. Grammarly is talking to me. Not everyone.
Payoneer also sent me a personalized report on my 1 year anniversary of using their payment service. They also showed the total amount of money I’ve received through Payoneer.
Personalized reports like these keep a customer engaged with the brand.
8. Send personalized emails to inactive customers or users
Chances are you have some inactive customers or users.
If you’re not sending personalized emails that specifically target them, you’re missing out on 15% additional purchases.
There are a variety of reasons a user might be inactive, or a customer might be refusing to buy any new products or services from you.
But you have a good chance of winning back inactive customers because they are already aware of your brand.
They know what you do. Perhaps, they bought your product or service before. So, you’re not going to be starting from scratch in terms of building relationships with inactive or unhappy customers.
BirchBox, a monthly beauty subscription service offers its inactive customers 20% discount on their next purchase. Inactive customers will want to take advantage of this attractive offer.
To win lost customers back, you have to offer them something special. Something that shows you care deeply about them.
That starts with personalizing the emails you send to them.
Verizon adds a personal touch to their win-back emails. They want you to call to tell them why you haven’t been using their service. They didn’t stop there. They also give a $50 off discount on any of their services.
A lot of companies make the mistake of assuming inactive customers or users are gone forever. They are not.
Sending them personalized messages can reignite their interest in your products.
9. Personalize account pages
What people see when they are logged into the accounts they maintain on your site can keep them coming back for more.
For example, Amazon shows you products related to the ones you’ve bought or checked before.
Amazon believes that if you’ve shown interest in a product, it indicates that you might be interested in related products.
For example, Amazon knows I’m interested in books about behaviors and psychology.
With this simple secret, Amazon keeps people coming back to their website by showing them what they want to see.
Facebook does the same thing.
They show you more content from friends or publishers you tend to “like” more and comment on their posts.
Facebook knows that if they continue showing you content from people you like, you’re more likely to come back to Facebook.
Google does the same thing with the sites they present to you in their search engine. If you tend to dislike a particular site, they know.
Maybe you spent a few seconds on a site and went back to Google. They know something is wrong. They stop showing you that particular site. Or, they show the site less.
They show you websites you like and spend a long time browsing.
That’s personalization at work.
Personalize what customers or users see on your website. They’ll remain loyal to you when you keep doing that.
10. Send abandonment cart emails
Companies that sell online experience lost sales when customers decide not to proceed in paying for a product they’ve added into their shopping carts.
Shopping cart abandonment is a normal thing in e-commerce.
It’s up to you as a marketer on the web to decide if you want to reduce your shopping cart abandonment and double your sales by sending personalized emails.
Or, you just want to leave the abandoned carts as they are and continue losing on potential sales.
Some customers couldn’t complete the sale because they didn’t have enough time to do that.
But with a personalized email like the below, you can increase sales and reduce abandoned carts.
By using personalization in your marketing campaign, you’ll continue to amaze customers and double your revenue at the same time.
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