7 | Minute Read
Given the rise of automation and personalisation tools, it will come as no surprise that personalisation now goes way beyond greeting recipients by their first name. Instant gratification is key online; grabbing your subscribers’ attention will take much more creative personalisation strategies to help your brand stand out from the crowd. With today’s personalisation and marketing automation tools, you can specifically target individuals with content that immediately engages them – and all without breaking a sweat.
We explore 5 personalisation strategies that work for marketing automation. These personalisation strategies improve both your marketers’ and audience’s experience; making it easier to automate campaigns that are far more engaging and valuable to your readers.
Behaviour triggered emails
What if you received an email at exactly the right time? With behaviour triggers, you can prep email campaigns ahead of time which trigger to send based on specific behaviours undertaken by your recipients.
A common example of a behaviour triggered email is the abandoned shopping cart email. Have you ever added a product to your shopping cart on an ecommerce site, didn’t go through with the purchase and then found an email in your inbox reminding you of your abandoned shopping cart? The email may have incentivised your purchase by providing a promo code, or offering an extra product for free. This behaviour triggered email would have been set up in advance, with personalised content that would pull through the unique information of your particular abandoned purchase. It would be set up to publish to a recipient a specified amount of time after they added an item to their cart, but didn’t make a purchase.
Other examples for behaviour triggered emails are:
- Reminders to register for an event (when the registration link was clicked, but registration wasn’t confirmed)
- Extra incentives to convert (when a recipient visited a strong CTA oriented landing page, but didn’t end up converting)
- Thanks for attending emails with feedback surveys (for confirmed event attendees)
- Extra info and educational material (for readers of specific articles and blog posts)
- Follow up emails (for recipients who engaged with a previous campaign)
Send renewal notices automatically
If you provide membership or subscription based services, following up on renewals can be a stressful, time consuming event (when carried out manually). With marketing automation and personalisation, you can prep one email campaign which will populate with the unique relevant info on an upcoming renewal and have it send to customers a week or so before their renewal date is coming up.
Here’s how you’d go about setting up an automated renewal notice:
- Create an email campaign with the appropriate copy
- Insert personalisation fields to pull in important data, such as the recipient’s renewal date, their membership ID, and their account manager’s contact details (if relevant)
- Set publication up so that it triggers to send a specified amount of time before the date in the ‘renewal date’ field for your contacts
Location based emails
When it comes to relevance, sending emails based on the location of individual recipients will result in better engagement rates. This is especially true for event invites. If a contact resides in NSW but receives invites to events located in QLD and VIC, they’re likely going to disengage from future event invites from your brand.
Instead, use personalisation to ensure that your event invite content is dynamic. Send one invite to your audience, but have the copy change based on the location of each recipient. This way, your recipients are invited to events in the location they actually reside in; making your brand’s invites targeted, relevant, and valuable.
Identity based campaigns
If you’re a marketer, or have experience with marketing strategy – then you’re probably familiar with the idea of buyer personas. These are personas built to better understand the type of person your brand is trying to target. Once you understand the demographic, wants and problems of your audience members, it becomes easier to target them with email campaigns which are hyper-relevant to them; and thus increase engagement and conversions.
By collecting data on your recipients by asking them to self-identify their interests (via surveys or a Preference Center style subscription form) you are able to create email campaigns that are personalised according to the unique self-identified personas of your recipients.
You can achieve identity based campaigns by either creating multiple campaigns based on personas which are then sent to your database (segmented by said persona), and/or you can use personalisation and dynamic content to create one campaign which appears with the unique content relevant to each individual recipient.
Automate ‘direct’ emails from familiar senders
A lot of time is spent sending repetitive emails to clients from individual members of your staff. For example, routine emails to clients from their respective account managers. With personalisation, you could automate these emails, have them send at the right time to the right client, and have it sent from – and signed off by – the staff member (e.g. account manager) familiar to them.
Let’s use the previously mentioned ‘renewal notice’ campaign as an example. Not only will this email send to a client when the renewal reminder is most apt, but you can also use personalisation fields to populate the ‘from’ field of the email, as well as the email signature, with the account manager familiar to the contact. This frees up valuable time for your account managers, without compromising on the human-to-human feel of your administrative processes. Your clients will feel they are being looked after by real people, whilst your account managers can spend their time on more important tasks. Everybody wins.
Whilst the most common way to use personalisation in email marketing is by greeting contacts by their first name, as we’ve illustrated above, it’s not the only way to increase the relevance, and thus engagement, of your marketing campaigns. Get creative with your personalisation strategies, and see how personalisation can save you time and money, whilst improving the experience of your audience.