Looking for inspiration on how you can use personalization? Or are you just getting started with marketing automation and looking around for tips? We come with ideas for personalized marketing campaigns that will help you increase sales and encourage customers to take advantage of your offer!
Why do you need personalization?
You receive a lot of emails and SMS every day, but do you read them all? Some titles immediately encourage you to open them, while others are lost in the mailbox. Personalization makes the user feel singled out and curious, because the message was addressed directly to him. What’s more, personalized email content can effectively convince you to take advantage of the offer. Wondering how to create messages dedicated to a specific customer? In iPresso it is easy: just insert the so-called personalization brackets, which will be automatically converted into customer data, pulled from the database. Instead of sending several hundred messages with manual filling of data, it is better to insert brackets and create personalized messages in a few moments. Here’s an example of a bracketed message title: “Already have something from {firstName}’s latest collection? Discover spring trends.”
How you can use personalization:
1. Personalized messages with a discount code
Is your customer’s birthday coming up? Or maybe he registered on your platform already 5 years ago and you want to thank him for it? Show that you remember him and send a message with a unique discount code specially prepared for the occasion. Want to boost your sales for the holidays? Write a few sentences directly addressing the recipient. Without personalization, the user is likely to bypass your message and click on a competitor’s title, and if he or she even reads it, there’s much less chance that something will interest him or her. When sending time-limited discount codes, you can use communication via SMS: “Happy Birthday {firstName}! We have a birthday discount code for you: {getVoucher_test}”. Of course, don’t forget to use eCouponing and generate birthday codes, and insert the corresponding key in place of {getVoucher_test}.
2. Encouraging low-active users
Marketing automation is usually associated with sending messages to your most engaged customers, but after all, you can also apply it to low-activity users. Using RFM reports, among others, you’ll see which customers have rarely used your offer recently and you can send them special personalized messages with, for example, a small discount code to encourage them to return. “We miss you {firstName}! We have a discount code especially for you” is a title that will encourage the recipient to read the message and may make them show more commitment and use your products or services in the future.
3. Recommendations tailored to the products the user buys and views
Every customer is different, so use dynamically changing content that adapts to the specific user. Without personalization, recommendations will not be attractive and may even irritate more than persuade a purchase. All you need to do is to add your products or services in Feed Manager and have a segment of users to which you will target the campaign. In the message, for example, you can include a promotional price for the product or a link to the product page: “We know what you’re dreaming of {firstName}! The {_product.name_} is now available for only {_product.price_promo_}. Learn more.”
4. Notification when a certain item is available again
Speaking of Feed Manager, personalization also comes in handy when you run out of a certain product in stock. You can create a special segment with users who have clicked a button on the page asking to be notified when the merchandise appears on the site. Then set up an automatic message to be sent when the product is in stock, and add brackets in the content so that the recipient sees the product they care about most: “{firstName}, we have great news! {_product.name_} is available again! Check it out here.”
5. Local marketing and promoting promotions at a specific stationary store
Personalization and segmentation are key when running local campaigns. With GeoPoints, you will create a database of stationary stores to which you will assign individual customers. In this way, you will target campaigns with great precision and notify recipients in time for even a one-day promotion at a particular store. In addition, you can also create a personalized campaign advertising your online store to people who don’t live in the area of a stationary store or can’t purchase the goods they are interested in there: “Hey {firstName}, remember that 15.05.2025 is the last day of the lottery. Run to the store on {_shop_street_} before someone else claims the prizes!”
6. Notifications about points collected in the loyalty program
You can use personalization for notifications to loyalty program participants. You will set the sending of messages based on the points collected and their expiration time. The most active users will also receive messages with special promotions and unique discount codes. Participants with a low number of points will receive reminders to encourage more engagement. With Marketing Automation, you will also be notified of in-store promotions that will allow you to collect more points and earn valuable rewards. Personalization in campaigns targeting loyalty program participants can help build long-term relationships with customers. “{firstName}, there are already more than 100 points in your account! We have a 10% discount code for you. Enjoy your next purchases: {getVoucher_test}”.
7. Marketing based on outdoor conditions
Having a torrential downpour outside the window? Take advantage of automated real-time marketing and make a personalized campaign that will run according to the weather. You’ll certainly agree that advertising sunscreen in regions where it’s forecast to get very cold is unlikely to draw crowds to the store, but the viewer is sure to be interested in cosmetics ideal for home care at that time. Campaigns with iPresso Satellite are an excellent choice for anyone who wants to take customer communication to the next level and can adapt messages to changing external conditions: “{firstName}, don’t feel like leaving the house in this weather? You can definitely use {_product.name_} and no rain will surprise you! Check it out now.”
Summary
Personalization in marketing automation allows you to reach a specific user and encourage them to take a specific action. It ensures that customers receive messages that are relevant to their needs and tailored to their preferences. Personalized Marketing Automation campaigns can be used for local promotions, loyalty program-related notifications and fine-tuned product recommendations, among others.
Have we made you curious about the possibilities of personalization? Click here and provide us with some key information and we’ll get in touch with you to answer all your questions about marketing automation.
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