5 Ways to Use Personalization and Engage Customers

| September 24, 2019 | Strategic Growth

Approximately 72% of consumers will engage with a company’s marketing messaging, says a recent report from SmartHQ, but only if that messaging is personalized to their interests and tastes.

Big brand names such as Amazon, Nordstrom and Netflix come to mind when we think of companies that employ successful personalization tactics, but they aren’t the only ones. Small businesses can also benefit from creating these personalized experiences. Here are five actionable ways to personalize your small-business marketing messages.

1. Gather Info About Your Customers

If consumers are going to interact with a brand, the information shared needs to be relevant to them. And they don’t mind providing additional information to get it.

If you sell anything online, encourage your customers to create a profile during the checkout phase or as part of the email sign up process. Once a profile is created, you can monitor customer buying behavior and recommend relevant products. For example, if you’re a travel agent, you may learn that customers who previously purchased luxury cruises are more likely than others to stay at premium resorts. Armed with this information, you can send them personalized emails with a discount to prompt that next vacation.

2. Segment Your Email Subscribers

Email is a powerful tool that helps you communicate with your customers, but only if you segment your email list based on various subscriber characteristics, such as interests, buying behavior and demographics.

Segmenting your email list allows you to speak to your customer’s specific needs and tastes and deliver relevant content to their inbox. As noted on QuickSprout, segmented email campaigns get 14% more opens and 101% more clicks than broadcast emails. Email marketing software can aid with list segmentation.

3. Personalize Your Email Content

With your customer profiles and segmented lists at hand, think about ways to personalize your email marketing. Many marketers start with simple personalization efforts, such as using the customer’s name in the subject line (proven to boost open rates by 26%) or sending personalized birthday messages.

Take it to the next level by sending relevant offers or recommendations based on the interests of your different customer segments. You can also use email marketing software to trigger emails that are automatically sent when someone signs up or when customers reach certain loyalty milestones.

4. Personalize Your Website

Consider personalizing your website so that it appeals to customer interests. Amazon excels at personalization and recommendation based on factors such as buying behavior and even seasonality, but small businesses can benefit too, using tools that make e-commerce personalization easy.

Try not to be too intrusive with your efforts. Many consumers find tactics such as pop-up chats and push notifications overly annoying and detrimental to the brand experience.

5. Measure Personalization Results

To gauge the results of your personalization efforts, look no further than the traditional measures of success. Monitor your open, click, conversion and bounce rates across your email campaigns and see which personalization tactics are working best. Other metrics to consider include cost per lead, cost per sale and number of repeat customers (and their value over time).

Getting Personal

Personalization is a powerful tool and one of the critical strategies that any startup or small business should incorporate. But even with limited time and resources, your small business can make smart and informed decisions about how best to tailor your content and outreach strategy to reflect your buyer’s interests. Once implemented, you’ll enhance both the customer experience and close more business.

Caron Beesley
Caron Beesley
Caron Beesley is a content marketer and writer. A contributor to SBA, SCORE, and more, Caron is an expert at the nuances of small business ownership, the obstacles and opportunities, and can advise on best practices for success.

See all posts by Caron Beesley
  • All views expressed on the published articles at https://www.mastercardbiz.com are those of each of the authors, and do not in any way represent the opinions of Mastercard International Incorporated or any of its affiliates (“Mastercard”). Mastercard is not responsible of the information contained in these articles.