Before the personalization of the messages of the brand was to be added into the text of the message name of the recipient. But since then the tool has evolved greatly. Now its use requires the development of specific tactics – thoughtful, careful, well-calibrated. Here are a few recommendations for this reason.
More data – more benefits
To optimize your messages to customers, you need to collect as much information as possible about them. It is important to understand the tastes, preferences, habits, desires, goals of their audience. The easiest way to find out through the survey, a small questionnaire. Key word – “little”: some questions clients will respond more readily, but a huge set of letters even parse will not.
Analysis of buyer’s behavior on the website can also be a good source of information about his habits. And let’s not forget social networks. With their help, you can find many unique details such as phone numbers, email address, place of residence etc.
The person the client is important
After gathering information, analyze it. Divide customers into categories, selecting them based on various factors such as gender, age, income, place of residence, interests, etc. in Other words, create a person of their buyers. This will help you understand their needs and requirements. And once you understand this, immediately proceed to develop personalized messages.
Map content will seriously simplify the task
Any your suggestion, any generated content should be tailored to the needs of users. Otherwise they will be no good. Therefore, it is important to create a map of content. This map is a kind of illustration, a visual aid that will help you to better understand what content to offer to audience.
Creating a map, relate the interests of consumers with their life cycle. Think about what is interesting to them at different stages of life and that will cause them to move further along the sales funnel.
To start the personalization best with email marketing
Distribution – the easiest way to test your skills in the creation of personalized messages. But optimizing email newsletters for individual clients is also profitable. According to Jupiter Research these emails generate 18 times more revenue than the distribution of a General nature.
Personalize the whole experience
This means that you need to completely change the user experience on the site. To do so that different users could see different offers that are selected according to their preferences. For this you need to track in CRM the content explored by visitors, and apply data for adaptation of subsequent filling.
