How To Personalize Your Marketing Messaging Strategy to Drive Leads
Today’s average consumer is constantly bombarded with an overwhelming amount of marketing messages. One of the best ways to cut through the clutter and stand out to your customers is through personalizing your marketing messages.
Consumers want messages that:
- Are relevant to their interests
- Give product details
- Are entertaining
By taking the time to make your messaging more personal, you can ultimately increase customer loyalty and drive more sales.
Ways to Personalize Your Marketing Messages:
On Email:
Segment Your Lists
Every person is unique, with their own wants and needs, so they can’t all be addressed exactly the same way. Segmenting your email list is essential to getting successful results. You can segment according to demographics, behavior, location or however makes the most sense for your brand. You can then shift your messaging accordingly, based on those chosen factors and focus on what matters most to that group.
Another benefit to segmenting your email list is being able to recapture the attention of inactive users. When you also segment people who haven’t purchased from you or visited your site in a while, you can create content and messaging around ways to persuade them to come back. This is a great way to work to reduce customer churn and get past customers reinvested in your brand.
Add First Names to Your Subject Lines
CleverTap reported that this practice can increase the open probability by 20% and reduce the unsubscription rate by 17%. Customers appreciate receiving emails that are addressed directly to them. So if your marketing emails usually begin with “Dear Valued Customer,” it’s time to switch it up. Using a customer’s name not only helps them take notice of the message easier, it can help them feel more connected to your brand and receptive to your message.
Highlight Missed Purchase Opportunities
Similar to targeting users that maybe haven’t purchased from you in a while, you should also target those that almost made a purchase, but didn’t quite make it there. If a user abandoned products in their shopping cart, consider sending a reminder email that includes the products and a link to the purchase. Another tip is to add a trackable coupon so the user can get a discount attached to the email.
Through Text Message:
Reward New and Loyal Customers
We all know it’s much more expensive to attract a new customer rather than keep an existing one. It’s essential to put effort in keeping your loyal customers satisfied with not only personalized content and messaging, but unique offers as well. You can analyze your website data to identify the users who are most valuable to your business, tracking who buys most often and how much they spend. If you don’t want to give discounts, consider offering early access to new features or exclusive content.
Send Updates
Most consumers appreciate getting order status alerts, purchase confirmations, reminders and delivery updates via text message. This is convenient and since most people have their cell phones on them at all times, they’ll see the message immediately. An additional tip is to include your help desk info in all SMS in case there’s something wrong with an order or in general.
Always Reply
Text messages have the highest response rate out of all forms of marketing communication. It’s smart to have a plan in place for when users answer your messages. You may even want to consider investing in a two-way platform that sends out automated replies. It’s just important that your customers feel like they’re getting heard and can get their questions answered.
On Your Website:
Personalize Popups
Popups are an effective way to catch the attention of visitors and persuade them to convert, but they’re even more effective when personalized. Your popup should be relevant to the content the user is already searching for on your site. It’s smart to have different popups for different pages on your site.
Create Personalized Journeys
People like to feel appreciated. When a user visits your site for the first time, greet them with a welcome message or tutorial showcasing your main products or services. You don’t want to annoy them, though. So, you should also make opting out a visible and easy option as well. For users that visit your site often, you should also try to create personalized messages, welcoming them back.
Final Thoughts
Personal touches can play a huge part in persuading customers to make that final purchase decision. With these practices, you can position yourself as a devoted, personable brand that goes above and beyond for its customers. This will help you drive better results from your overall marketing campaign, ultimately getting you to your business goals.
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