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Personalization- The Ultimate Marketing Strategy

Personalization- The Ultimate Marketing Strategy

Offering a personalized experience to users is a difficult strategy to implement, however, the potential returns show that it is worth the effort: personalized emails receive 29% higher open rates and 41% high click-through rates (Experian); businesses that personalize website experiences see an average 19% increase in sales (MarketingProfs). The returns from a personalization strategy can be quite high and that's why personalization is a top priority for 70% of data-driven marketers. Still, only 5% of companies have been doing it extensively and the number one factor stopping companies from doing is DATA.

The most common barrier that stops companies from developing a personalization strategy is the integration of data across multiple platforms. For instance, the data generated from a website, Facebook, Twitter, Instagram, are stored in different database. Even though there are tools to allow integration of the data, the lack of skills in that area stops many people from taking advantage of it.

For the ones who are able to leverage on their data for a personalization strategy, the most common and most effective tactics that have been used are email message personalization and targeted landing pages.

We are sharing with you three tips that you can start using right now to develop a personalization marketing strategy for email and landing pages without relying too much on data.

The goal is to get as much information as possible from the customer so you can offer a personalized experience.

1. Ask the Right Questions

Either through email or on a landing page, you can ask the customer a question that will help you narrow down the information that will be shared with him. Using cookies can be quite useful as it will help you avoid the question every time the customer accesses your website.  

2. Use A/B Testing

You can get information about your customers by practicing A/B testing. For instance, you can offer a discount to a different set of customers based on their past purchases. Depending on how each group reacts to the discount, you can found out which one is more sensitive to price change.

3. Use Time Zones

You can use time zones to send an email at the appropriate time to your customers. This is an easy one, but not all marketers apply it. Making sure that your customers receive the email at the appropriate time can have an impact on your conversion rates.