Unlocking the Secrets to High Conversions" - Take your email marketing to the next level with this ebook, which covers advanced tactics such as segmenting your email list, optimizing your email design, and personalizing your messaging.
A personalization strategy is similar to dismantling our life’s old patterns to take over a breakthrough and arrive at an illuminated path. Like our life, marketing tactics also follow an old pattern, and a marketer has to go through vicious cycles of overpromoting, over-promising, and disappointing the customers.
There have been many marketing trends and strategies that have helped marketers attain better conversion rates- whether it is a medium like social media or a tool such as multivariate testing. You might have gone through all to get optimized conversions.
But what lacks is a strategy that helps you get the best of both worlds. You need a strategy that could touch the customers’ hearts at first glance, and personalization has opened massive doors to such opportunities. Read this log to know about how to build a smart personalization strategy that converts.
Personalization is all about blending the users’ data and technology. You can engage your segmented users with a simple message or customise their needs at a personal level. Both will give you results if you are using personalization in the right way.
In 2018, marketers were relatively unsuccessful and unsatisfied with the strategies they acquired and the results they achieved with them.
As per a study, only 12% of the marketers were satisfied with the personalization strategies and results. While the rest were moderately happy. It calls us to see the loopholes and what to do further to create a smart personalization strategy.
First of all, let us see what the loopholes the marketers faced were:
You can resolve any of the loopholes if you have the perfect personalized strategy to pick you from rags to riches. Before straightforwardly jumping to the strategy, we must know a brief introduction to personalization.
Take a look at the digital goals and review the website objectives in depth.
Review your website to see who is visiting your website and why they visit it. Create personas and recognize the journey a user takes through your website.
Evaluate the resources you have to undertake a personalized strategy.
Setting a budget and assuming the ROIs you want to procure is quite tricky when you initialize the user journey. But you need to establish one before you bring on a personalized strategy to the table.
Segmentation is an integral part of the personalized strategy—segment users before you provide them with a customized experience. Also, you must have all the required information about the marketing prospect to customize the experience.
Segmentation is the foundation of providing the users with a personalized experience by first knowing what different groups are and how to serve them, while personalization is the ultimate goal to personalize the needs and desires of the customers and serve them accordingly.
Note: Segmentation lies somewhere in the middle of a mass approach and a personalized approach you take to engage customers. Make sure you are creating tailor-made messages to approach customers to be more customer-centric.
Before you create your personalization strategy, determine whether it works for your organization or not :
If you have got the answers to the above questions, it’s time to build a personalization strategy. But one thing might be puzzling you a lot, and that would be how to get ideas for customized messages and look at the following statements:
For example, You are running a charitable organization and knowing the consistency of the donors. Ask the users what type of donor they are to predict their future behaviour based on past behaviour. You can use segmentation for getting personalized insights and also increase the revenue and average donation value.
The easiest and most convenient way to create a personalization strategy is to ask prospects to tell about themselves. This way, they can quickly identify themselves and segment themselves. It will help you make the trigger-specific messaging, and then you can further test the best approach for all the segments.
Making personalization your priority must be a choice and not an option. Sometimes you can still fail if you have enough resources and advanced tools. Also, it isn’t easy to personalize for all of your audience segments.
To simplify this process, you can create a personalization hypothesis. Determine the quality and quantity of the audiences which you would like to target. Focus on the quantitative audiences, segment them, and engage them with relevant content.
Before creating an effective personalization strategy for your business, you must practice what you already know and keep on implementing what assumptions you once implement. Also, look at the bigger picture while doing marketing optimization.
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