Increase email conversion rates with personalized content

Libby Margo in Content marketing on 30th of May 2019
Content personalization ideas

Content personalization ideas

Did you know that personalized emails deliver six times higher transaction rates than non-personalized emails? (Marketing Land)

So why do only 30% of brands use them?

And why are so many marketers setting themselves up for failure by not personalizing their content for their target audience?

Here’s why: the ability to automatically personalize marketing content seems beyond reach to many marketers, so they throw it in the “too hard” or “too expensive” basket. In the past, the work involved to customize emails based on variables such as user behavior, engagement, or demographic data was relegated to technically-savvy enterprises using marketing software integrated with CRM and big data technology.

Today, it’s a different story. Businesses that have smaller teams, less technically skilled staff, and more modest budgets can now take advantage of personalization thanks to marketing automation solutions such as Autopilot. With Autopilot helping marketers remove much of the repetitive and mundane tasks involved in executing an email strategy, marketers can now spend more time focusing on strategy and content. Here are some ways that you can increase conversion rates with Autopilot:

Don’t ask your leads for too much information

Data is the reason why personalized marketing is possible in the first place — and the more data you have on your customers, the more personalized your marketing will be. Unfortunately, we tend to think that creating overly detailed registration pages or long contact forms is the key to getting as much data as possible. This is not true. The more information you request, the less likely it is that visitors will complete the form. And the problem with this approach is that we are likely to alienate leads who aren’t keen on providing too much information. Try asking fewer questions, to begin with. Then consider integrating a market intelligence tool such as Clearbit which allows you to simply ask for a first name and an email address, while the rest of their information will be pulled from their database.

Integrate all your marketing systems

Customer data is typically pulled from several platforms and data silos including your website, app, CRM (for example, Pipedrive), hosted landing pages, and customer service software. In order to collect and analyze information about website behavior and purchasing patterns, integrations are needed — and marketing automation solution that enables you to integrate your favorite apps makes this process a lot easier for you. By using Autopilot, you can collect more data points and subsequently segment and personalize your messages on a more granular level.

Develop targeted customer segments

Content personalization is a crucial part of any email marketing strategy. A study by the Marketing Insider Group found that 78% of US consumers were more likely to purchase from brands that provided personally relevant content. Additionally, Evergage discovered that 88% of US marketers reported seeing measurable improvements due to personalization — with more than half seeing a lift greater than 10%.

These are just a couple of reasons why marketers should spend more time developing targeted segments, so they can personalize content to speak to the interests of those segments. Creating and targeting specific segments may initially take some time, but doing so will result in higher open rates due to greater relevancy.

Follow personalization best practices

Keen to start personalizing your content? Here are a few tips to get you going:

  • Use real first names: If you don’t have someone’s first name, you probably shouldn’t be emailing them;
  • Go beyond first name personalization: Everyone does it now so you’d hardly stand out if that’s the only personalization you do. Personalize email content based on the users’ history or behavior. For example, the way you’d talk to a brand new user would be different to the way you’d communicate with a happy customer who has used your product for several months;
  • Limit each email to 2 or 3 personalizations: Yes, personalization is great — but you also don’t want to creep your contacts out by getting too personal;
  • Personalize the subject line: Experian’s research showed personalized subject lines delivered 26% higher unique open rates overall;
  • Personalize the “from address”: Addressing an email from a lead owner, account owner, customer success manager, community manager, or CEO adds a personal touch and drives higher open and response rates.

Good marketing automation software will give you the option to make this process easy by using personalization variables (otherwise known as “merge tags”).

Think about creating data enrichment emails

Every data touchpoint is another chance for you to get to know your lead and create a more personalized experience for them. When you craft an email to your contacts, think about asking them a question. When they click on an answer, collect their response using UTM parameters and use the data to craft your next email — or even a personalized customer journey as shown below.

Making it personal

Personalizing content is no longer the overwhelming and technical task that it used to be. Today, personalization is easy with the help of marketing automation software such as Autopilot.

marketing automation templates

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