How to customize the experience to improve business performance?

05-19

來自專欄商業深度洞察

Why barista know what you are going to order before you speak.

Customized experiences make people want to be your customer.

The concept of personal touch has been a really effective sales strategy for years. Studies show that knowing and using a customer』s name and knowing their preferences will help you close the sale.

Luckily, today』s digital world provide marketers lots of data and give marketer more ways than ever to personalize a customer』s buying journey.

Here are some tips to customize follow-up communication.

Segmentation

Dividing up your marketing lists into segments, based on customer information.

Your segments should include : Geography, Interests, Gender, Income and Lead Source.

These are just some examples, since the segmentation really depends on your business, the data you collected from your lead form and the information you collected from your customers over time.

Once you divided your lists into group, you can create targeted content that fits their profile.

Let』s say you』re a electronic store. You could send information about cameras to some one searched camera recently. You can send latest phone information to people who showed interests to mobile phone before.

Customize the experience through segmentation is just a start. You can take personalization even further by using your data in a whole new way.

Dynamic / Smart Content

Personalized information in a subject o email or in the body of the e-mail itself.

Most simple example can be change the person』s name. Here is a more complex one.

This email using smart content by including these information: Name / Contact date and time / city / price range.

Of course, what specific part that you need to change or customize depends on your industry, product and many factors.

Another way to use smart content is only change one part of you email and keep everything else in the same way. This way, you only need to make one email and don』t have to make the same changes again and again.

As your business grows, it』s a great way to deliver personalized content without having to expand your marketing team too much.

So we』ve practiced customizing follow-up from prospect data and interests, but why go through all this trouble?

Bottom line, personalization works. Studies show it improves e-mail click-through rates by 14% and conversion rates by 10%.

Can』t argue with those numbers.

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