Marketing personalization is an essential strategy for businesses looking to increase their customer engagement, loyalty, and ultimately, their revenue.
90% of leading marketers say personalization significantly contributes to business profitability (Google).
It involves tailoring marketing messages and experiences to individual customers based on their behavior, preferences, and other relevant data. Personalization can take many forms, such as:
- customized emails,
- product recommendations, and
- targeted ads.
However, to achieve the desired results, follow these marketing personalization best practices.
7 Personalization Best Practices
Collect Relevant Data
Personalization is only possible if you have access to relevant data about your customers. This data can include their demographics, browsing history, purchase history, and other relevant information. However, it’s important to be transparent about what data you collect and how you use it, and to respect customers’ privacy and preferences.
Segment Your Audience
Once you have collected relevant data, the next step is to segment your audience based on their characteristics and behavior. This can help you tailor your marketing messages and experiences to each group’s specific needs and interests. For example, you might create different email campaigns for new customers, loyal customers, or customers who have abandoned their carts.
Use Personalized Messaging
When crafting your marketing messages, use personalized language that speaks directly to your audience’s needs and interests. Address them by name, reference their past purchases or browsing history, and offer relevant product recommendations or promotions. This can help create a more personalized experience that resonates with your audience and increases engagement.
Create Customized Landing Pages
When customers click on a marketing message or ad, they should be taken to a landing page that is customized to their interests and needs. This can include personalized product recommendations, relevant content, and tailored calls-to-action that encourage them to take the next step, such as making a purchase or signing up for a newsletter.
Tip: A good landing page includes an image, at least three benefits bulleted, a form, a headline and URL with the product or service title. See this example.
Offer Personalized Product Recommendations
Product recommendations are a powerful way to increase customer engagement and revenue. Use customer data to recommend products that are relevant to their past purchases or browsing history, and make it easy for them to add these products to their cart or wish list.
Use Dynamic Content
Dynamic content involves displaying different content or images based on a customer’s behavior or preferences. For example, you might display different images or promotions to customers who have previously purchased from your website than to those who are visiting for the first time. This can help create a more personalized experience that is tailored to each customer’s needs and interests. If you are leveraging the power of a CRM, this process is pretty simple to create and automate
Test and Refine Your Personalization Strategy
Finally, it’s important to continually test and refine your personalization strategy to ensure it is delivering the desired results. Use A/B testing and other techniques to compare different versions of your marketing messages and experiences, and adjust your strategy based on the data and feedback you receive.
Companies that use advanced personalization see a return on investment of $20 for every $1 invested (Liveclicker).
Marketing personalization is a powerful strategy for businesses looking to increase customer engagement, loyalty, and revenue. By following these best practices, you can take your marketing personalization to the next level and reap the benefits of a more engaged and loyal customer base.