Did you know that 80% of customers are more likely to buy if a brand offers personalized experiences for them? Seems quite a lot, so if you are looking to get loyal customers using the power of personalization, this article is just for you.
In this article, we will explain how to make your marketing more personalized and suggest some technology tools to consider. But first, let’s start with a brief recap on what personalized marketing means.
What is personalized marketing?
Personalized marketing is a strategy for delivering messages and offers tailored to a particular customer. Traditional marketing aims to reach large audiences, but personalized marketing doesn't. Personalized marketing focuses on providing something unique and valuable to every individual customer.
Personalization relies on data analytics to customize marketing content for every individual.
Examples of personalization in marketing
Here are some examples of personalization in marketing.
Personalized emails
With personalized email marketing campaigns, users receive offers based on their behavior and demographics. For example, you can send emails after a customer's interaction with your product or service as a direct response to their actions. For instance, in e-commerce, you can remind customers about the goods they left in their carts or tell them that items they were interested in are now at a bargain price.
To make your emails even more personalized, you can also customize your subject lines and email topics. Research shows that emails with personalized subject lines have 50% more open rates.
Product recommendations
After you collect data on what your customers are interested in, you can provide personalized recommendations to them right on your website, via emails or Google ads. Sending customers only the offers they’re interested in will save them time and effort, and they’ll thank you for it. And your business will get more engaged leads.
Personalized products
Coca-Cola’s “Share a Coke With…” campaign was one of the most creative and original personalized products of all time. The bottles had customizable labels with popular names on them, making customers hunt for a particular Coke bottle.
After this campaign, the company had a sales increase for the first time in ten years. If you ask why it was so successful, it’s because the company highlighted the individuality of each customer.
You can also think of the ways to make your clients feel special. Of course, only if this strategy aligns with your overall marketing approach.
Human-like chatbots
Shopping chatbots are an alternative to offline shopping assistants. They answer customer questions and help solve their problems in real-time. But their functionality is not limited to problem-solving. They can also initiate a conversation, make product recommendations based on the user search history, upsell services or products using machine learning algorithms, perform lead qualification, and communicate with website visitors.
If you want to try some of the approaches we've covered in your marketing campaign, let's move on to a more practical part and learn about popular personalization tools.
Tools for marketing personalization
Despite personalization becoming a more and more popular strategy, many companies still need to get a better understanding of how to implement suitable marketing technology (Martech) tools. Here are the most common types of Martech tools to make your marketing more personalized.
Data analysis platforms
A data analysis platform lets you see the impact of your marketing campaigns on your customers. It helps you learn more about customer behavior, demographics, and website traffic and use these insights for planning and executing your further marketing campaigns.
These are commonly used data analytics tools:
- Segment
- Funnel
- Mixpanel
Let’s have a closer look at the Funnel platform. It gathers data from all the marketing tools your business is using (currently, Funnel supports more than 500 of them) and stores it in a centralized hub. There, you can segment data by products sold, markets, campaigns, or anything you need. You can combine your data or create custom metrics. After you create custom reports, you can share data with your team using different tools with no coding skills required.
Customer Relationship Management (CRM) software
CRM is a core tool for marketing technology stack where you can see all the information about your customers. It helps you find, structure, and manage customer data across different campaigns, marketing channels, and other tools.
Popular CRM tools:
- Salesforce
- Hubspot CRM
- Zendesk CRM
Zendesk is our personal favorite and we’d like to talk a bit more about it. Zendesk CRM includes different sales and marketing tools in one place. They enable such features as:
- Tracking and automating email campaigns
- Analytics and activity reports
- Adaptable sales dashboards
- Omnichannel campaign management
- Customer and deal management
- CRM mobile app.
Zendesk is an intuitive and easy-to-install tool that helps reduce the workloads of sales and marketing teams and improve interactions with your customers.
Email marketing tools
Email marketing tools let you prepare, execute, and measure the results of you email campaigns. They help you automate email sending, customize emails for each customer, and observe how users interact with your emails in real-time. All these features help you connect with your leads and customers in a more personalized way.
These are the most widely used tools for email marketing:
- MailChimp
- Sender
- Sendpulse
Let us have a brief overview of Sendpulse. This tool lets you manage all the aspects of email marketing campaigns. Its functionality includes:
- Email builder for creating email templates with no coding and over 130 ready-made templates
- Sending different types of emails to users based on your audience segmentation
- Analyzing the activities with your emails and planning next campaign steps (resending emails if unopened, changing subject lines, and such)
Chatbot builder tools
Using chatbot development tools, you can create custom chatbots for text or voice input conversations with your customers, integrate them into your website, and monitor how users interact with them. And if you think that it’s not for you since you’ll have to create your own chatbot from scratch, you might be wrong. There is a variety of tools that offer ready-made chatbots for your marketing. All you need to do is set them up on your website and basically add the messages you want to send and triggers when to send them. The possible functionality of a chatbot can vary depending on the tool you use. For example, one tool can allow the chatbot to schedule calls with sales reps, while the other one will just communicate with users based on their behavior within the site.
Here are the top chatbot-building tools:
- Intercom
- Drift Chatbot
- LivePerson
Let’s dive deeper into the Drift chatbot builder functionality. This platform allows you to create a chatbot that:
- Initiates conversations with your potential customers based on their search history.
- Can capture your customer data (email, phone number)
- Offers articles from your helpdesk in case a user turns with some problems.
- Gives you an overview of users your chatbot interacted with
- Schedules meetings with sales
We’ve analyzed some examples of Martech tools from this list in more detail in our blog article on how to build a martech stack. Feel free to check it out.
Make your marketing more personalized with us
Personalization is not just about selling more products. By customizing your offers, you show customers that you care about them, turning them into loyal customers.
To make your marketing truly personalized and tailored to clients’ needs, you need to choose and integrate the right technology into your business processes and work with it on a daily basis. If you have any questions or want to choose the most relevant tech stack for your marketing personalization, feel free to contact us for expert help.
