Personalisation and marketing automation. What if you could reach potential leads at the exact moment they are considering buying from you, and without wasting time, during which they could go to your competitors? What if you could send them highly personalised content that correlates with their behaviour and actions on your website? And what if you had the power to take a lead that was merely interested in your company and give them the exact information they need?
Advanced digital marketing has today given every business the ability to automate and yet fully personalise digital interactions with potential customers through their site and email marketing. Companies who do not embrace this ability will be left behind in an increasingly digital world.
Why The Best Marketing Campaigns Are Both Automated and Personalised
Automation allows your company to engage in marketing at a greater scale, whereas personalisation enables you to connect individually with your customers and stay attuned to their spending habits.
Every good marketing campaign starts with an email list, which is generally derived from a solid landing page with a compelling CTA on your website. Take care to pay attention to your website and the data regarding user interactions with it so you can craft your marketing efforts accordingly.
One way to ensure that your marketing emails get read is to offer something to your leads for free: an email containing tips or valuable information is more likely to be read than a generic sales messages. Crafting an interesting subject line, (sometimes poised as a question) and coupled with a personalised greeting with the receiver’s name greatly increases the chances of it being opened.
You will inevitably have to try different approaches to find the right type of outreach marketing that works for your brand, and find a perfect personalisation formula along the way.
The good news is that personalised marketing efforts typically lead to an impressive ROI, which justifies any additional expense for any company. For example, consumers are now used to engaging with businesses via text messages and open up business texts 98% of the time, which simply is too big of an opportunity to pass up.
You see, you have many different marketing outlets for creating personalised messages besides email, including text messaging, phone messaging, and social media. Work on developing your campaign with each of these outlets in addition to email.
Successful companies have been able to adapt to the crisis and already understood the power of an online presence and digital marketing, specifically email marketing campaigns, to maximize sales. Companies that wanted to stick to traditional methods and fumbled to adapt have been or will be left behind in the dust.
Many marketing experts are noticing that the ability to adapt and continue offering products and services to new types of customer types instilled confidence in their companies. Companies learn how to turn issues into an opportunities to build relationships: companies like Amazon, Walmart, Target and Progressive quickly adapted to the “new normal” while still giving customers ample ways to spend.
Clever companies realise that consumers are home now more than ever, and use this opportunity to amp up digital marketing and perfect landing pages on their website. The importance of UX, crafting flawless CTAs and using split testing to hone in on the right message enables successful companies to interact with users and build highly qualified email lists for further email marketing efforts.
The businesses that are truly able to maximize profits and scale up their email marketing campaigns often do so by combining automation and personalisation. The most popular email marketing services already include numerous automation features such as behavioural or welcome series, reminder emails, surveys, product updates, and so on. And to this mix the ability be able to predict what each individual consumer on your database will buy next, and then show them that, and watch the effect grow twenty-fold.
After all, an estimated 75% of businesses already use some form of marketing automation for their customers. When combined with personalisation in an email marketing campaign, their marketing efforts can yield staggering results. It won’t hurt to introduce automation into your own marketing efforts.
Personalisation to succeed in challenging times
If you were interested in a company’s product or service, and that company found a way to reach out to you with a message that showed they wanted your business and truly understood your needs, would you be more likely to buy? Of course, the answer is yes. But the real question is – can your company survive when competitors are doing the same to your customers?
The good news is that it’s easy to stay in the game. Simply invest in an automated, personalised marketing strategy and use an automatic predictive personalisation email marketing campaign as a kick-off point, and watch the leads flow in. You won’t regret it when the time and energy spent is paid back quickly in increased sales – in fact, you’ll wonder how you ever did business without it.