How To Achieve Personalization With Marketing Automation?

by Emily on April 6, 2019

in Articles

Undoubtedly, it’s the era of personal data. Personalization has actually revolutionized the way of business operations. Moreover, it’s influencing on the website content types. Many companies have started collecting data for improving their products and/or services. In simple words, these companies have become experts of personalization.

The fact is that audiences are only interested in checking out relevant contents. That’s why you should also design strategies to display only personalized contents to your customers and prospects.

It is okay to collect a lot of information for your marketing purpose but all of these information pieces must be applied for a specific purpose. Actually, the difference between great-doing and average-doing companies lies mostly on their marketing tactics. The marketing team of average-doing companies also collects a lot of data but they don’t know where they should implement them.

As per Monetate, 95% of marketers are not aware of the strategies on how they can make use of data to segment, personalize, or to provide responses to their customer pain points.

Nonetheless, personalization greatly helps in drawing your audience attention and inspires them to check out your products and/or services. As a result, you can expect to increase customer engagement and customer loyalty towards your business.

If you can provide each of your customer personalized experiences, then your business will surely get a great success. An innovative marketing automation platform is able to help you in personalizing your site’s user experiences.

Why should you think about Website Personalization?

In this competitive age, you should mandatorily provide your website audiences with the smooth user experience.

You might already know that a website works as the key conversion channel for any business. But, if you want to stay some steps ahead of your competitors, you can start utilizing advanced automation tools. As a result, you can provide unique experiences to your users on your business website.

Providing personalized offers, customized pop-ups, and instant-based actions will tremendously help you in acquiring more and more leads. The best part of personalization tools is that they can silently work without disturbing your website performance.

Now, let’s discuss some of the incredible strategies through which you can easily achieve personalization with your marketing automation strategies:

Conversion with Your Personal Homepage:

Email personalization is not only one strategy for increasing conversion rate- rather homepage personalization is also one of the best techniques. The homepage is actually the first platform to convert your prospects into customers.

Today is the era of micro-conversion. Basically, the idea is to make your users take mini steps without continuously prompting them for purchasing. Such kind of micro conversions can be clicking of the CTA button of your website, adding a product of your site to a shopping cart, or signing up for your email newsletter.

After the completion of these tests, you’d get some awe-inspiring results. You can expect an enhancement in customer engagement, conversion rates, and micro conversions. When it comes to personalization of your homepage, you need to customize the conversion experience for each and every customer. As a result, you can easily increase both of your micro as well as macro conversions.

So, if you want to start serving your audiences in a personalized way, you should definitely start the journey from your homepage. It’s very important to create extraordinary pieces of contents for your business homepage for targeting different audience segments. Thus, you can address your customers’ pain point before they click the CTA button.

Start Segmenting Your Sign-up Forms:

Done with your homepage personalization, right? Now, it’s time to start thinking about personalizing your email sign-up forms.

You can segment sign-up forms depending on the company or job title. It’s also possible to segment based on age, geographic location, interests, transactional data (like previous purchases), and behavioral data.

It’s also a great idea to integrate sign-up forms with your CRM. Believe me! It’s going to be a better personalization strategy.

It is also possible to add some particular features to a user profile so that your audiences can easily update their settings and contents, as per their requirements. Thus, you can add another layer of personalization to improve customer retention with the passage of time. People always like to control their contents.

Optimization of the Segmented Campaigns:

When someone registers his/her email address, you should start segmenting it into a particular list. And then your work will be creating contents, especially for that segment. But, first, it’s important to understand what the content requirement is for each and every segment.

Moreover, new subscribers always want clear information regarding what it all needs to start with your service. Especially, if you’re running a SaaS company or any other software company, you need to clear all the confusions for your prospects. You can send an explanation email to your customers to answer their queries.

You can also send your prospects some triggered emails, based on their behaviors. For instance, in case some of your prospects didn’t finish their account setup process, you can email them to continue the conversion procedure. Don’t forget to include the “unsubscribe” button in all of your triggered emails.

Thus, you can easily retarget and recapture that particular subscriber or at least you can realize why he/she had left the particular procedure in the middle.

I hope, now, you are familiar with the personalization strategies with the help of marketing automation. It’s a high time to personalize each and every business material for your customers and prospects.

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