Ways To Deliver A Personalized Marketing Experience For Customers
How many commercial emails have you received today? And how many did you open? Chances are, most of them went straight into your trash folder — except the ones with personalized marketing messages. Your customers receive (and delete) just as many irrelevant emails. The average person gets approximately 415 commercial emails each month, yet according to study, they only regularly open messages from 4.5 brands. The keys to being one of those brands? Trust and relevance. In fact, nearly three-quarters of respondents said they are more likely to make a purchase if the initial email outreach has been tailored especially to them. So, how do you deliver the personalized marketing experience your customers want? Here are four things to try:
1) CUSTOMIZE THE SUBJECT LINE
Forty-one percent of consumers will not open an email if the subject line is not relevant to them. To get your customers’ attention, it is not enough to simply include their names. Show that you have been paying attention to who they are and what they want by basing subject lines on their loyalty-club status, demographics, geographic location or behavioral data.
2) USE BEHAVIORAL DATA TO GENERATE ULTRARELEVANT CONTENT
The more you know about your customers, the more engaging content you can send them. That is why you need a marketing automation system that is capable of tracking and analyzing user behavior across platforms. Which pages on your website have they been viewing? What items have they abandoned in their carts? Which links have they clicked on in previous email campaigns? How have they been using your mobile apps?
All of these behaviors can tell you who your customers are, what they want to buy and how they want to engage with your brand — information you can use to personalize content and offers.
3) GET THE TIMING RIGHT
Your customers have unique email-checking habits and preferences that a good marketing automation platform will help you analyze. Then you can send messages at the ideal delivery time for each individual based on when they have been most receptive to previous emails.
4) TEST YOUR ASSUMPTIONS
Another great way to determine what appeals to individual customers is to test different approaches. With A/B testing, you can try out different subject lines, content and images, and then get real-time results about which are most effective.