Examples of emails aimed at personalized marketing campaigns. Marketers use personalization to boost their email campaigns. Listen to the world's most downloaded B2B sales podcast Shutterfly is a website and application that allows you to create canvases, photo albums, calendars and even items with your own laminated photos. While Shutterfly has gotten creative with personalized emails and subject lines, one unique thing it did recently was personalize item offerings in its app.
If you download the Shutterfly smartphone app, create an account and give Shutterfly permission to access your photos, it will automatically identify photos with faces and place them on items you can buy in the app, such as these mugs, for example. However, when you do this, be very careful to obtain explicit permission to review someone's information to extract this data. When it came to Shutterfly, Pamela had already given the app permission to access her photos and connected the account to her Facebook account, where she approved a number of other related permissions. If you don't get the right permissions and extract the right personalization data, it might seem unreliable or downright creepy.
To continue with the previous story, we thought it might be useful to share more information about how, exactly, the retailer carried out the aforementioned personal prediction. As Duhigg explains in his article, which goes much deeper than I will here, every Target customer is assigned a guest ID number after the first interaction with the brand. This identifier is used to store the customer's demographic information, from ethnicity to work history, and to track purchasing behavior. And by doing the latter, specifically with those who had in-store baby records, Target's marketing analysts were able to form a “pregnancy prediction score,” which allowed them to determine which buying patterns indicated a customer was in the early stages of expectation.
That's when routines are forced to change. Suddenly, there is a deadline and people start buying products they've never considered before, such as “cocoa butter lotion” and “a bag big enough to work as a diaper bag,” the article says. Those are the behaviors that trigger Target's pregnancy prediction score, leading the client to receive special offers on baby-related items. That is not to say that marketers should completely eliminate personalization, as it is effective when personalized emails are done correctly, for example, they have a 6.2% higher open rate than those that aren't.
But in an era when the concern for privacy and security is growing,. Considering that the average online reader loses interest after about 15 seconds, personalizing mixed media content is an interesting and often effective approach. And while this type of customization is memorable, it is also time consuming. So, if you set out to create it, make sure you target the right people.
There's nothing worse than taking the time to produce something highly personalized, only to discover that you've sent it to someone who doesn't have the decision-making power they need. Those who know me are aware of my borderline obsession with hip hop, which is also the motivation for much of my online shopping behavior. And as I continued to scroll down, proper customization continued. There was a headline that read “For a night with recommendations on what to stream on Amazon Prime, an activity that comprised most of my weekend.
His recommendations for dog and kitchen products were also accurate. After all, those are the categories in which I shop the most. As much as I use Spotify, which is almost every day, I have never bothered to listen to my Discover Weekly playlist. So, after a colleague caught my eye, I decided to give it a spin.
But those behind Discover Weekly recognize that personalization is not a perfect science. They also have suggestions on how to improve it, such as adding the Discover Weekly songs you like to your library or skipping the ones you don't like. “If users advance quickly within the first 30 seconds of a song, Spotify's chief product officer, Matthew Ogle, and engineering manager Edward Newett, told Pasick, “The Discover The weekly algorithm interprets that as a “thumbs down” for that particular song and artist. Not only did it benefit the customer: setting more realistic prices for periods of lower demand, but it also increased bookings made for them, but it was just one of the ways Twiddy delighted its customers with actionable and useful information.
Since the brand began using this data to help owners make decisions such as pricing, its portfolio grew by more than 10%. And with 3 out of 4 adults online buying products online every month, customers don't just expect personalization today, they value it. Amazon's recommendation algorithm consistently makes headlines for its strategic approach to personalized marketing. This information was used to integrate a personalized real-time map into the email campaign detailing the follower's nearest collection sites.
The charity then used models to derive a target population and drive human-led messages based on collection history and previous interactions with Marie Curie. Starbucks keeps customers engaged with its gamified mobile app. By integrating the brand's rewards system with the ability to customize and order drinks through the app, it uses information such as purchase history and location to be as personal as possible. To commemorate its 20th anniversary, the brand launched a data-driven campaign that brought each customer's travel history with the airline to life.
Their email campaign used customer data to create individual stories, such as when and where they first traveled with easyJet, and where they would like to go next. The emails used 12 modules that combined graphics devices, target images and text based on 28 key data points. Some highly successful personalized marketing campaigns in recent memory have left an indelible impact on our popular culture. Next, 10 contributors to the Forbes Communications Council examine some of the particularly outstanding custom campaigns they've seen, both famous and not, and explain why they worked so well.
Personalized video in emails that leverage platforms like Loom or Bonjoro is a great personalization strategy that offers much better engagement. Personalized videos can take just a minute to record, but they can offer much more value to people, measured in more than just time. They're a great way to humanize a brand, as well as create higher open rates with email. Online shopping filters allow users to create a personalized shopping experience.
Customers use filters to see only the products relevant to them, saving them time and potentially increasing the likelihood of their purchases. You can also use software or other data collection tools to capture data based on its filtering to develop profiles and target leads. Personalized products with the names of buyers often appeal to the customer's sense of individuality. This tactic can create a fun campaign that users want to share.
However, it's important to make sure that putting names on your products aligns with your target markets and the shoppers' people. Coupons can be effective personalized marketing tactics in a variety of situations. You can request your information from a customer and provide coupons in return. You can also track a customer's demographics and personal spending habits and use this information to send relevant coupons to customers.
Segmented emails are a type of highly targeted emails. These emails further divide their target markets into niche categories. This provides your customers with options for different customer journeys. A recent Forbes study suggests that 91% of customers are likely to shop with brands that offer personalized experiences, such as recommendations and offers, while 83% of consumers are willing to share information for the sake of personalization.
They offer more than 15000 shows on their platform. It is impossible to review them all manually. Therefore, they use advanced algorithms that work as a recommendation system. Depending on the programs, devices used, and how long you watched in the past, it will suggest other programs that you are likely to enjoy.
One of the most used types of content on social media is video content. And recently, brands are going a step further by creating personalized videos. This campaign was a great success. It also had a CTR of 65% and a conversion rate of 33%.
That is exactly what Eneco, producer and energy supplier, did. In just 6 weeks, Eneco collected more than 1000 conversions with a single questionnaire, 5 times more than they expected. They also earned more than 1,000,000 impressions on Twitter alone. He showed that social media is not just a medium, but a massive public relations tool if you use it correctly.
personalization marketing is all about tailoring your content to the individual with the help of customer data and ad technology. There are many ways to do it. Sending an email with the customer's name in the subject heading is personalization marketing. So is creating a personalized presentation aimed at a specific purchasing agent in a company that you are targeting.
This last approach may be a bit clumsy for the average consumer, but it can make a lot of sense and be very effective in a B2B marketing context. Each playlist consists of 30 songs that the user has never played before. Songs are selected using a recommendation engine that analyzes user behavior, content tags, and audio analysis of the songs themselves, creating a listening experience that broadens the horizon and is easily enjoyed. For more than 30 years, Sapiens has been a leading global provider of software solutions for the insurance and financial services industries.
Even so, they were looking to grow their customer base and expand into new markets. But they had a hard time determining whether their content marketing was generating a positive ROI. By using TrenDemon to evaluate customer journeys, Bringg was able to increase its demo booking rate by more than 20%. TrenDemon was able to do this by providing concrete data on which landing pages and emails were driving the most conversions.
Other examples of growing customization are Snapchat geofilters and games, Twitter accounts dedicated to individualized customer support, and, recently, Instagram's newest emoji slider feature, which allows account holders to poll their followers. But for the most part, my experience was similar to that of Pasick, who described many of the songs on his personalized playlist as “meh. Excellent customization makes customers feel like they are listening and that solutions are designed with their particular circumstances in mind. TrenDemon created Sapiens a personalization marketing solution that tracked customer journeys and identified their highest converting content.
We previously talked about Stitcher emails that offered personalized recommendations with calls to action, but it's important to recognize that that kind of tactic isn't just for email campaigns. Marketo's personalized video places the names of potential attendees inside the iconic “Welcome to Las Vegas” sign, making the invitation seem more meaningful than an archival video. They set up a team at Amsterdam's Schiphol Airport, which would locate KLM passengers checking in through Foursquare to surprise them with a personalized gift that made their trip even more enjoyable. In addition to using this information to optimize your overall marketing, you can use the data to personalize your social media messages.
When I think about personalized marketing, the first example that comes to mind is Coca-Cola's “your brand in the bottle” campaign. Personalization has changed marketing from the bottom up, improving the customer experience and, in turn, making businesses more profitable. Let's take a closer look at personalization and look at seven examples of companies that are really doing it right. While many brands that operate online only come into play when a potential customer is buying or researching, others have taken mobile marketing to a new level by creating complete models that keep customers engaged beyond a transaction and integrate with their day to day life.
Identity-based campaigns rely on customers self-selecting into segments that can then be targeted with personalized messaging, or rely on existing consumer data to show ads and promotions that are likely to appeal to individual groups. Having access to the technology that enables personalization marketing opens up a world of possibilities. Once they had data about their customers' email opening history, they customized sending times according to when individual customers were most likely to open and read them. .