September 5, 2018 • Aerio Staff
A consumer poll conducted by Marketo found that 78.6% of consumers say they are only likely to engage with an offer if it has been personalized to align with their interests or previous interactions with the brand.
An improved customer experience through personalized marketing can deliver:
As a savvy marketer, you know personalizing every interaction should be a priority, but implementing personalization into your marketing may be easier said than done. If you’re ready to GET PERSONAL, here’s how to get started!
Assess your data situation. What information are you currently capturing? While reviewing your data and analytics , keep your business objectives in mind. Consider aligning your goals with different audiences and how data might help you meet your objectives.
The kind of business you are in plays a big part in where you want to go with data collection and segmentation. If you’re just getting started, here are some suggestions for the kind of data that can help you personalize marketing and increase its relevancy:
As you weave together the narrative of who your audience is and what your objectives are, it will become clearer to you what information might help you glean deeper insights.
When just starting out, personalized marketing may seem complicated but don’t get caught up in the complexity of it. It should be a work in progress. Start basic and build upon it as you can.
As you define your segments, begin with broad categories and put your personalization systems in place around those basic segments. You can get more specific later on.
Some of your targeted lists may depend on how different groups fit your products or services. Let’s say you are a financial institution. A very basic segment would be categorizing by age and then marketing based on what products or services would be relevant to their life stage. For example:
Just be careful not to send that campaign to a customer that has been denied a debit card. See how defining segments and leveraging your data can work in your favor?
Once you’ve established your segments, you can develop user profiles to help refine your marketing. When you are ready to develop segmented emails or content, your user profiles will help you deliver personalized marketing that is in context. Remember to be thinking about your business objectives and what you want to accomplish. Your objectives should ultimately be used to measure the effectiveness of your campaigns.
As you get more comfortable with your data, it will be easier to determine if you are using the right tools or if you need help collecting, organizing, automating, personalizing, engaging and tracking your success. You’ll also develop a better understanding of which criteria matters most in helping you build out your audience segments. Yes, there are tools that can help you do all of that!
A few suggestions for platforms that can help you with segmentation and creating a more personalized customer experience:
Personalization is more than just dropping a name in an email or a personalized subject line, though those things can make a message feel more human. Personalization is about understanding your audience and creating worthwhile content built around their needs.
Once you’ve developed your segments and user profiles, create a process for each profile’s customer journey and build your personalized content to align with that. Take every interaction with your brand into account. All elements on a page (text, colors, images) should be in line with the user’s profile.
Personalization goes beyond making sure the message is right. It’s also about ensuring that messages come at the right time. This is where automation software can be useful. For example:
The more your marketing resonates with your audience, the better your chances for deepening your connection to them. Once you’ve mastered the fundamentals, you can build on them to continually track, learn from and improve upon your personalized marketing campaigns.