Marketing

Five examples of marketing personalisation


Five Marketing Personalisation examples to push your business

If you are looking to improve you marketing strategies and push your business to new heights, regardless of your budget there are many things you can do to prompt personalisation. For businesses on a smaller budget take simple steps, for example use variable tags which make sure that all bulk emails are sent to individually and are personally addressed to each recipient. This is a simple strategy which gets the ball rolling.

If you’re getting deeper into using personalisation and tools which are now at your fingertips, here are five marketing personalisation examples and an informative explanation of how they can be put in to practice.

 

Segmentation

Segmentation allows you to categorise your audience by relating elements of each individual’s data which are related. For example, you are own a heritage shop and supply limited editions print and antiques to people worldwide. You receive a piece of art work that was created by a local artist and want to sell it for over 500 pounds.

 

You may use segmentation to divide your customer library in to categories of:

  • People who live in the local area
  • People who have spent over 500 pounds

 

Doing this allows you to send out information to an audience which is specific to yours and there own needs and  wants. You can be as specific or as broad as you like when creating segments. This therefore allows you to then create personalised campaigns which are targeted to each different category.

 

To those whom who live in the area you may say:

Hello {Laura} Check out the town hall in {town}! We have received a piece from local artist {name} Click here and take a look.

 

Purchase behaviour

Developing your segmentation skills, you may monitor purchase behaviours. Segmenting your customers based on previous purchased which they have made, allows you to be aware of their interest and product that they like. Holding this information enables you to direct target campaigns at specific groups of people, in the hope that they will purchase due to similarity. Using automation should increase the success of your marketing as you know the information is relevant.

 

Therefore, you may then use more details searches such as:

  • People who have bought art work before
  • People who have bought this artists work before
  • People who have bought from you in the past year
  • People who have bought similar work before

 

To those whom have bought something similar you may say:

Hello {Laura} We are aware you like Fine Art Watercolours, why not take a look at {artists name}’s work on our website.  CLICK HERE to see more information

 

Or

 

To those whom have bought the artist’s work before you may say:

Hello {Laura} We know you like {Artists name}’s work. Well you’re in luck, another of his pieces has just arrived! CLICK HERE to see more information on our website.

 

Through tracking the movement of your customers you are able to develop stronger and stronger personalisation techniques. Creating your marketing to be much more direct, maximising your campaigns success. Through your extensive knowledge of the interests and likes each individual recipient you will be able to create content which is engaging and personal.

 

 

Website and mobile analytics concept

 

 

Dynamic content

Dynamic content is another way in which you can make your customer feel valued and appreciated. Many companies are using dynamic content to give each personal a one to one experience. Sites such as Amazon, Ebay and Netflix are all great examples of this all showcasing great features that are based on things you have bought, watched, viewed or similar to something you have clicked on. This is very accommodating for every aspect of the customer’s desires, whilst providing a very personal encounter.

 

If you still aren’t convinced that personalisation is the future of successful marketing, then here’s a testimonial from Econsultancy, indicating that “Co-operative Travel has seen a 95% increase in visitors and 217% increase in revenue once it started implementing personalisation on its website.” Similarly, “BMW netted a cool $500,000 in revenue by personalising MMS messages to 1,200 customers in the US, improving conversions by 30%”.

 

Location and Time

Personalising content based on time and location helps you to increase the open rate of your campaigns which in theory should improve your overall engagement. Through monitoring the efficiency of your email campaigns, you will notice patterns in the times when people open their emails. You may find that 8:00am before work or 12:30 are key times due to people looking at their inbox before work or on their lunch break.

 

Once you analyse the movements of people in specific locations and the time that the campaign is being opened, then allows you to connect the dots and see similarities. Using this data, you are then able to personalise the time in which you send out campaigns, allowing them to be sent at a convenient time for the recipient. This should then increase the success of your marketing as the campaigns are being sent at a suitable time to then sit at the forefront of their inbox and knowing the movement of your audience you know they may have time to click through to your website.

 

Individual Specifications

 

This tool allows you really get to know your customer, if they have any specific requirements it’s time to find out and assist them with their shopping experience. For example, if you have an online organic health shop supplying customers with protein bars, shakes and herbal remedies, you may want to know the customer’s health preferences, whether they have an allergy or their favourite taste.

 

You may then drive traffic to your site using a creative campaign or digital advertisement and when a sport enthusiast or health fanatic reaches your site, they will be greeted with a pop up what asked them what they interested in, toning up? slimming down? Maintaining a healthy weight? It may then lead on to do you have any allergies? Then further more ask what they prefer - chocolate, vanilla or fruit? From this information if the individual entered is looking to tone up, has a nut allergy and loves chocolate, they then would be forwarded to high protein chocolate shakes which contain no nuts.

 

This allows customers to skip searching through the whole website to find what they are interested in most. It also enables us to capture valuable personal data which we can then use in the future to convert the individual into new products. When the customer reaches the checkout you will take their contact information and email address. Following this you may want to ask more questions about their hobbies, sport preferences, fitness levels, favourite foods, anything that could be transferred and used as value information to encourage future purchases through individual personalisation.

 

Your contacts will find what they are looking for quickly and effectively and if through marketing you can not only make it easier for the customer to buy but also collect data which will improve their future experience with your business, that has to be a plus?

 

Personalisation allows us to provide a positive encounter that will hopefully reflect the company in a favourable manner which will then influence customers to return.

 

What do you think, can you share any further examples of how personalisation works for your business? Share them in the comments below, or tweet us @Wired_Marketing

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