Personalisation: from your website to your emails
Exclusive offers, anticipated discounts, personal buyers: When the shopping experience is unique, always generate positive results. Personalisation of experiences is a practice implemented by most brands today, and this same approach is being replicated in the online world.
The marketing strategy of your eCommerce must include personalisation as a fundamental approach, not only to attract new customers but to retain those you already have. The use of personalisation platforms, such as Recommend.pro, allow you to determine the patterns of behaviour of your visitors. Use these insights to improve your communications and brand messages.
In what other areas of your strategy should you use personalisation? All areas. The personalised treatment should not be exclusive of a specific channel or in a particular situation — the shopping experience as a whole, the more individual and unique, the better. Your visitor will be happy to make a purchase and will probably revisit your website, as well as recommend it to friends and family.
Create custom start pages
As a showcase in a physical store, your website is the door to the world of your brand. Avoid excess resources and information. The clearer the message, the better. Likewise, the use of personalisation platforms and cookies will allow you to understand the motivations and interests of your visitor, and this will help you in their next visit and improve the shopping experience.
The use of information and data obtained when someone visits your website is very important for the personalisation of the experience, and cross-sales. Almost 90% of users who visit a site for the first time, do not buy anything. Now imagine that this user decides to return, and the web remembers the products he searched and saved. Likely, the purchase intention will increase exponentially with the help of your site.
Email marketing campaigns
Transactional emails are an excellent way to keep users satisfied, as well as being another channel of communication and promotion of your products. The same happens with the cart abandonment or the “we miss you” emails. When you least expect it, one of these users will decide to buy or revisit your website.
Also, the personalized message will affect this user’s decision to return to the site. Hopefully, email is already an essential part of your marketing strategy. By adding customization to the mix, you can do even more of your emails. Here are four simple customization tactics that you can start using in your email marketing strategy:
- Personalize the subject lines of the email: Emails with personalized subject lines are 26% more likely to open.
- Celebrate birthdays and anniversaries: This is a great way to show appreciation and re-engage your email list. By adding an incentive, you can push your subscribers to buy again.
- Send emails based on user behaviour: If you are already tracking the behaviour of your visitors, use this information to send more specific emails to potential customers.
- Make more personal recommendations: Personalised recommendations represents 31% of e-commerce revenues and have a significant effect on conversion rates.
It is impossible to emphasize too much the importance of personalization in electronic commerce. The latest trends in personalization of e-commerce suggest that visitors want more, rather than less customization. According to Janrain, 74% of people hate irrelevant content. Meanwhile, Smart Insights reveals that one type of personalization (“visitors who saw this also saw”) can generate 68% of e-commerce revenue.