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3 steps to take advantage of personalization without going crazy

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3 steps to take advantage of personalization without going crazy

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“Personalization is too difficult!” This is certainly something you have heard many times. But is it really that complicated? In truth, it all depends of what you already have and what you want to do.

It’s no surprise that everybody talks about personalization… as it has been shown that personalized emails have a conversion rate 6 times higher than non personalized messages[i].

See, in 3 steps, how you can improve your results with personalization.

Step 1 – Set your goal

Undertaking a project always starts with identifying its goal. What do you want to improve?

  • the click rate
  • sales
  • the number of visitors on your website
  • pages viewed

Once you have defined your goal, determine what you consider to be a success. What is the percentage you are aiming at? For example, if you best campaign got a click rate of 23%, you could use this rate as a basis to validate the success of your actions. If you don’t reach your goal, change your strategy.

Step 2 – Identify your target audience

Before considering the possibility of tailoring each email for each contact, it is better to start with segmenting your audience. This way, you’ll be certain to create offers that trigger the most interest for each segment.

Here are a few basic segments to consider:

Segment A Segment B Condition
Client Prospect Has made a purchase
Student Worker Age
New subscriber Old subscriber Date contact was added
Man Woman Gender

Choose your most important segments and send them a personalized message. And don’t forget – personalization pays off only if used well. So do not invest hours to create a message that won’t be profitable, or for a segment that targets only 100 contacts, unless, of course, these are your VIP clients.

Step 3 – Analyze, test and segment again!

EUREKA! You’ve completed the segmentation step. You are now ready for dynamic personalization! Well, not quite yet…

Personalization using dynamic content requires a database well structured with contact information available and update, always. But meanwhile, you have some other aspects you can work on to make your personalization efforts evolve. Now that you have created your segments, improved your results, how can you go further?

Very simply…test with other segments.

A study conducted by Marketing Sherpa shows a interesting case. Why not try to reproduce this case and potentially increase your revenues of 71% as well?

Identify your best results and analyze them. What are the topics getting more attention? Who are your readers? What interests them? What links make them click?

Move away from your habits and experiment with new communication possibilities.

Here are other examples for you to test:

Segment A Segment B Condition
New Buyer Old buyer Date of purchase
Product A Product B Has clicked on the product
Member Non member Has a reward card
Web buyer In-store buyer Online purchase

Like any personalization project, you are only limited by the information you have. Start small, collect more information and gradually improve your results. Most importantly, do not stop once you have reached your goal, but try to improve your results each time.

What then?

You have completed your basic personalization efforts, have increased your results, but now, you want more? Here are a few ideas:

  • Dynamic content
  • Sending frequency
  • Automated scenario following a purchase (up-sell, cross-sell)
  • Real-time notion
  • Predictive content

[i] http://marketingland.com/study-70-brands-personalizing-emails-missing-higher-transaction-rates-revenue-73241

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