4 key personalization strategies to connect and convert your audience

In a world where 79% of customers only consider brands that demonstrate understanding and genuine care, it’s no wonder personalization has become an important part of marketing. Cutting through the noise and making meaningful connections with your audience has never been more significant. Are you ready to up your game? In this blog post, we’ll show you four personalization strategies to resonate with your customers, create unforgettable connections, and drive impactful results.

What is personalization?

Personalization goes beyond simply addressing your customers by their names. It’s about crafting tailored experiences and delivering content that resonates with your audience based on their individual preferences, actions, and unique characteristics. To excel in personalization, it’s essential to make well-informed decisions at each step of the customer journey. This means delivering the right content at the right time to the right audience. 

Personalization is achieved by leveraging customer data and insights to provide an experience that is both relevant and engaging. This approach makes your marketing messages not only authentic but also meaningful to each individual customer.

In marketing today, personalization goes far beyond just using the customer’s name in an email or celebrating their birthday. According to Salesforce, 62% of customers expect companies to deliver personalized offers and discounts based on their previous purchases. While incorporating basic information such as a customer’s name, birthday, or gender is important, modern consumers expect more.

Top personalization tips

We’ve curated a selection of top personalization tips to help you make stronger connections with your audience. From leveraging dynamic content to tapping into customer insights, these effective strategies will ensure your marketing messages are tailored, relevant, and engaging for each individual.

1. Elevate your campaigns with dynamic content

Dynamic content is a powerful tool to supercharge your marketing campaigns by delivering laser-targeted messaging in a single send. Thanks to dynamic content blocks, you can easily display a variety of content, including text, images, and CTAs. These content blocks cater to each recipient’s data, preferences, and previous interactions.

By tailoring your content to specific factors like a customer’s location, subscription level, or any custom data field of your choice, you ensure that your messaging remains highly relevant and engaging for each individual. At Dotdigital, we love seeing how brands can capitalize on customer location data to craft unique offers that resonate with recipients and forge stronger connections.

Incorporate dynamic content into your campaigns to unlock higher engagement rates and deliver remarkable end-user experiences that set your brand apart and keep customers coming back for more.

2. Tap into targeted product recommendations

For ecommerce businesses and brick-and-mortar retailers with delivery or click-and-collect options, targeted product recommendations are an invaluable tool to add a personal touch to your email campaigns. To capture customers’ interest and encourage them to explore further, you can create product recommendation blocks that cater to their previous buying and browsing patterns or preferences. This can be based on a specific stage in the customer journey.

For example, if you’re a shoe retailer, you could showcase running shoes tailored to a customer’s specific needs. This could include their preferred terrain, distance, gender, or even color preferences. You could also feature items they’ve previously expressed interest in by browsing online or adding them to their shopping cart. These curated recommendations create a sense of familiarity and personalization that resonates with your customers.

Dotdigital takes it a step further by enabling you to harness machine learning to suggest the next-best products and more. By utilizing these advanced techniques, you can create unforgettable customer interactions that drive engagement, loyalty, and ultimately, increase conversions for your business.

3. Harness segmentation for ultimate personalization

There are times when dynamic content blocks are not enough, and you want to make the whole message personal. That’s when segmentation comes in handy. It helps you split your audience into groups based on things like age, customer type, or even personal tastes like favorite colors.

But that’s not all – with eRFM segmentation, you can group your audience based on their engagement and purchasing behaviors. eRFM stands for “engagement, recency, frequency, and monetary,” which means you’re looking at how engaged your customers are when they last made a purchase, how often they buy, and how much they spend. With Dotdigital, creating groups for different customers, like loyal fans or people who need some extra nurturing, is simple. Plus, you can make new groups when customers change how they act, so your messaging is always spot-on.

By rewarding your brand champions with special offers and winning back inactive customers, you’ll create a better experience for everyone. Personalization is all about choosing to do or not do something based on the customer. If this group isn’t engaging with your campaigns, it’s a good idea to exclude them from your newsletters and instead reserve sends for them for big events (like Black Friday). This way, your campaigns will be more engaging, and your customers will be happier.

4. Create personalized journeys with custom automation paths

Designing and building customized customer journeys is a breeze with Dotdigital. By using automation programs, you can create personalized journeys that cater to each customer’s unique engagement with your brand. With the drag and drop functionality of our automation builder, you can easily design tailored paths, utilizing actions, decisions, and delays to create the ideal experience for every individual customer.

These customized journeys empower your customers to choose their own path through the automation program, with each action they take (or don’t take) determining the subsequent messages they receive. This way, you can ensure that every journey is one-of-a-kind, offering highly engaging and relevant content that speaks directly to your audience on a personal level. By tapping into our platform, you’ll bring these personalized journeys to life, improve customer experience, and boost conversion rates. 

Summary

In today’s digital world, personalization is no longer optional – it’s essential. So, why not revamp your personalization approach? By implementing these strategies, you’ll give your audience the personalized experiences they want and set your marketing campaigns up for incredible success.