This is part two of a two-part series on boosting ROI with personalized marketing. For part one, check out Understanding Personalized Marketing to Boost Your ROI.
- Personalized marketing is definitely a must-have strategy for driving ROI.
- 77% of consumers have chosen, recommended, or even paid more for a brand that provides a personalized service or experience.
- Carefully and diligently segmenting your audience is crucial to successful marketing personalization.
Examples of Personalized Marketing
What does successful personalized marketing look like in action? Here are some exemplary models to emulate:
Video With a Personalized Touch
Video-personalized marketing is all about creating a unique and personalized experience for each viewer. This could be as simple as including the viewer’s name in the opening title or as complex as developing an entire video storyline around their individual profile.
A great example is Nike’s 2015 animated journey video campaign that uses the data of the user to create an emotional animated video of their sporting achievements that year. The context of the video is to motivate its lead and push them to go further and faster ahead in life.
Nike is synonymous with their “Just Do It” brand catchphrase and high standard of athletic products to help athletes reach their full potential. But even an industry powerhouse like Nike doesn’t rely solely on its brand awareness and loyalty.
By adding video personalization, they improved their lead nurturing strategy, building personal and relational connections with potential buyers.
Direct Mail to Boost Personalization
Nothing grabs attention and boosts open rates like a successful personalized direct mail campaign. A customized gift box, for example, is a tangible personalized marketing tool that makes an immediate and lasting impression on your potential customers.
Forrester uncovered that 77% of consumers have chosen, recommended, or even paid more for a brand that provides a personalized service or experience. Whether you want to send corporate gifts, company swag, customer rewards, or promotional items, you can elicit an emotional connection and stronger bond with direct mail.
Guru, a knowledge management company, teamed up with Sendoso and is a perfect example of a successful personalized direct mail campaign. Aiming to capture the attention of cold prospects in a crowded market, Guru used Sendoso’s sending platform to scale sending while keeping each gift personal.
The results? 5X the response rate prior to the personalized direct mail campaign, and 3X ROI of pipeline generated from sends.
Engaging Email Campaigns
Who says marketing emails have to be static and full of goofy puns? Wool and the Gang pulled off an amazing personalized email campaign that is authentic and engaging.
At first glance, it could be a direct message from your BFF. But surprise, it’s a subtle promotional email! Wool and the Gang smartly used a GIF to imitate a conversation between two friends.
It’s clever, catchy, and uses language and visuals that resonate with the target audience.
Online shoppers expect relevant product recommendations that are personalized, based on what they’ve already browsed on the website. Buyers want to see products they’re interested in, rather than just generic recommendations. By setting up personalized product recommendations, you can engage your shoppers better and increase conversions.
Benefits of personalized product recommendations:
- Reduce cart abandonment
- Increase overall revenue
- Increase customer engagement and conversions
How to Create an Effective Personalized Marketing Strategy
There are a few best practices for creating an effective personalized marketing strategy:
- Collect customer data
- Segment customers
- Create relevant content
- Test and analyze results
Personalized marketing can take your ROI from good to great. Let’s take a look at how you can make it happen.
Put a Winning Team Together
Personalized marketing takes a considerable amount of manpower. Avengers assemble! Consider the strengths you have within your marketing team and place people in these key roles:
Customer segmentation: These marketers are responsible for understanding your customer base and dividing them into distinct groups.
Content creation: This team creates the personalized content that will be used in your marketing campaign.
Data analysis: This team monitors and analyzes how customers interact with your personalized content. They use this data to improve the effectiveness of your personalized marketing across all social media channels and more.
Segment Your Audience For a Personalized Feel
Carefully and diligently segmenting your audience is crucial to successful marketing personalization. If you try to create content for everyone, you’ll end up with watered-down material that doesn’t resonate with anyone.
Don’t take any shortcuts here. Take the time to learn who your customers are, what they want, and how you can give it to them. Use technology and AI to support you in this endeavor, but be sure to dedicate a few of your marketing experts to quality assurance.
Personalized marketing is definitely a must-have strategy for driving ROI. By partnering with Sendoso, you can jump-start a successful campaign with confidence.
Check out part one in our blog series: Understanding Personalized Marketing to Boost Your ROI.