How Deep Personalization Can Supercharge Your Marketing Campaigns – Mailshake Guest Blog
If your marketing isn’t personalized, you’re not really marketing.
A bold claim? Maybe. But consider the following:
- 74% of surveyed marketers see an average 20% increase in sales with targeted personalization.
- 75% of consumers like it when brands personalize their messaging and offerings, and 74% become frustrated when content is not relevant to them.
- Emails that include the first name of the recipient in the subject line have higher click-through rates, and the open rate for emails with a personalized message is 17.6% (but only 11.4% without personalization).
- Three-quarters of consumers are more likely to buy from a company that knows them by name or makes recommendations based on their purchase history.
- 57% of online shoppers are ready to give personal info if it would benefit them.
- Personalized emails produce 6x higher transaction rates, improve click-throughs by an average of 14%, and conversions by an average of 10%.
- Half of respondents listed message personalization as the most effective email marketing tactic.
The moral here is that personalization is not something you can skip if you expect to make any headway with prospects and customers.
That said, it’s easy to automatically insert individual and even company names into an email and then stop; but how many of us actually consider that personalized content anymore? My guess is not many. We gloss over it because it’s so superficial. Literally anyone can scrape together that kind of raw data.
The next phase of marketing is deep personalization. Meaningful personalization. Personalization that goes way beyond “Dear <Insert Name> ”.
Are you ready for it?
What is Deep Personalization?
In a word: data. Lots and lots of data.
Deep personalization relies on machine learning (the ability of programs to make better predictions without being explicitly programmed to do so) and artificial intelligence (AI) systems to glean new insights, make predictions, and identify trends – patterns in behavior and preference – for individuals and industries alike.
Deep personalization analyzes the available data and provides usable ideas for promotion and recommendations.
Personalization: “Hey! How are things at?”
Deep personalization: Knowing that Madeline Ball likes brightly-colored running gear and buys new running shoes every April, or that Dylan McGillis is an Apple fanboy and loves to upgrade his tech toys within a couple of weeks of the latest version being released.
One is better than nothing, but the other will make customers sit up, take notice, and say “Wow, they really know me.”
Deep Personalization in Action
Many companies are already using deep personalization to meet – and anticipate – customers’ needs and build brand loyalty by creating a unique, customized experience.
Here are two examples:
According to a profile on the Evergage website, cloud services provider Nuxeo was able to drive a “34% lift in blog engagement (measured as views of 2+ blog posts) and a 2.4% decrease in bounce rate,” thanks to deep personalization.
The company achieved these results through the implementation of an algorithm which personalizes reading recommendations based on a visitor’s history. Because the optimizations occur on a one-to-one scale, every visitor is served up the content they’re most likely to enjoy reading.
This spirit of personalization led Optimizely to create 26 separate version of its homepage, each of which targets a different subset of visitors, including:
- Visitors from a specific referring website (such as Target)
- Visitors in unique industries (such as the travel industry)
- Visitors browsing at different times of day (such as late night hours)
Cara Harshman, writing for Moz, reports that the change resulted in a “1.5% increase in engagement, a 113% increase in conversions to Solutions page and a 117% increase in conversions on “Test it Out” CTA to start account creation process,” versus the original homepage variation.
Deep Personalization Tools
It’s easy to see the implications of deep personalization for your business, but how can you implement it? The tools are many, and it’s only going to get easier to find them moving forward. Here are a few:
These are becoming commonplace. A recommendation engine can be used for e-commerce, of course, but also travel agencies, business solutions, online takeout – virtually anything with a large enough product catalog – as well as publication and media platforms (blog posts, articles, videos, Spotify, Netflix, etc).
In fact, 35% of purchases on Amazon and 75% of what’s watched on Netflix are a direct result of their recommendation algorithms. That. Is. Huge.
Inspired by your wish list, Customers who viewed/bought this also viewed/bought, You might also like, Frequently bought together … you see these personalized suggestions everywhere.
Guest or Customer IDs
User IDs are generated by Google Analytics, third-party plugins, or your website platform. The IDs allow for the collection of copious amounts of data on user behavior, search history, and purchase history to look for patterns and highlight changes that may signify a shift of some sort (in preference, purchase frequency, and so on).
Are you using them?
Personalized videos embedded within your emails can work like magic. Create a standard script with a couple of customizable sections, use whatever demographics and data you have on the recipient, and record a video that speaks directly to them and only them.
This is obviously a more time-consuming tactic, but it’s very powerful for your qualified and warmed leads. Check out a tool like Vidyard to make it a reality.
Merge or Personalization Tags
Once created, merge tags and fields let you quickly personalize your email marketing campaigns for a large list of recipients.
They can easily go beyond just first names. Tailor your messages to CEOs, department heads, purchasing managers, IT personnel, customers, prospects, or whomever you need to reach. Personalize by location, season, industry events, subject line, size and color preferences, most recent purchase, and more.
And all automatically. Email solutions like Mailshake have built-in merge tags, so they’re ready to go.
To summarize: deep personalization = basic demographics + real-time data.
Deep personalization should address the needs and wants of individuals in a meaningful way. But tread carefully, as the line between meaningful and creepy can be razor-thin: Target sent coupons for baby products to a woman in Minnesota … before she revealed her pregnancy to her family.
Don’t get that personal.
What personalization tools and tricks do you use? Leave your comments below:
About the Author
Sujan Patel is the co-founder of Web Profits, a growth marketing agency helping companies leverage the latest and greatest marketing strategy to fuel their businesses. In addition to running his marketing agency, Sujan is also a partner at a handful of SaaS businesses such as Quuu.co, Narrow, Linktextin