Each user wants the digital marketing activities of various companies and businesses to be relevant and targeted to their specific interests. As a matter of fact, 80 percent of customers are more likely to buy from companies who invest considerably in personalized messages. Many at times, customers become frustrated with brands who don’t provide personalized messages.
So how can a firm raise its sales and brand loyalty with personalization? In this article, we will be exploring the facts about personalized messages being essential in digital marketing, and rules in personalizing emails, test messages as well as in-app messages to retain customers and boost their brand experience.
Personalized Messages in Digital Marketing – What is IT?
Personalized messages use customer data such as previous purchases, demographics, and browsing history to tailor digital marketing to the unique character traits a consumer has. It is so common that consumers now expect it in emails, text messages and in-app experiences.
It’s possible to analyse and collect all types of data, but first party data – the one which data companies collect directly from customers, is the one which offers a vast range of opportunities for personalization.
Why is Personalized Marketing of Great Importance?
Marketing professionals from Dallas mobile app development companies explain that personalized marketing helps convert prospects and leads into customers. Each two in three customers would rather make a purchase from a brand that knows their name and purchase history. When done right, personalized marketing increases brand loyalty, engagement as well as customer retention.
How Can Emails Be Personalized?
Of all marketing channels present, email delivers the highest return on investment (ROI). Personalized email campaigns have 29% higher open rates and 41% higher click-through rates in comparison to generic messages.
Here is how to make an impact in the customer’s inbox:
Adding Customer Names to Subject Lines
Users receive on average around 96 emails daily but only read 63 of them. Marketing emails are up against short attention spans and user’s way of spam hardly check an email without verifying the source.
Standing out with a subject line that catches the user’s attention. Emails with names in the subject increases the open rates by 20 percent while reducing the subscriptions by 17 percent. Not to mention increase the likelihood of transaction by around 6 times.
Go one step further to create a mobile-friendly subject line by keeping the character count to around 25 or 30 characters.
Using Dynamic Content
Personalizing experiences at scale with dynamic content helps. It allows businesses to target certain aspects of an email to users based on their data, behaviour, preferences and the like. While each piece of email does not necessarily need any optimization, businesses and their marketing teams can always change specifics like images, copies, calls to action and vice versa.
Businesses can also use different content based on where the customer is in their sales funnel. After all, it may not make sense to send the same email to either a new customer or a loyal customer. This is held true for customers of different age groups and genders.
Highlighting Missed Chances and Opportunities
If users looked at a product in an app but did not complete the purchases, product reminders can be sent via email to raise the sales and reduce abandonment of shopping carts.
Cookies can also be used in gathering information about recent products customer viewed (recently viewed products) on their websites, and then include the prices, pictures and product page links in their next customer email.
Companies and businesses alike can also entice customers to convert through special offers, like 10 or 20% off on their next order. They can also inspire customers to shop based on product stock levels, provided if they are low on stock or are putting an expiry date on the coupon.
Scheduling Based on Time Zone and Location
Timing for sending an email matters, especially when customers are in broad based time zones and in distant continents. Batching all the emails to send at the same time won’t work, because the time in Paris differs from Boston and someone in Panama City receiving email at the same time as a person in Manila can be simply awkward.
Incorporate location-based marketing to make the product offerings feel more relevant.