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Here are 10 tips to get you started. Because while you can do marketing automation without personalisation and contextualisation, you won’t be getting the most from it. Here we go...
1. Set the Scene before You Start
2. Gather Behavioural Insights
3. Treat Your Data as a Living Asset
4. Build Buyer Profiles
5. Look for the Triggers
6. Engage across Multiple Touches
7. Influence as Well as Invite
8. Qualify on the Quiet
9. Treat Demand Gen on a Level with Lead Gen
10. Close the Loop on Your Reporting!
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Personalization is hard. Marketers typically want to personalize when they have very little information on the prospective customer, which makes it difficult to achieve good results.
Jetlore has announced its new Layout Generator, a tool that uses algorithms, data discovery, and transactional information to try to solve this problem. Layout Generator automates the selection, combination, and delivery of personalized email, web pages, and mobile app content.
Connecting to your CRM or ecommerce platform, Jetlore ranks catalogs, product collections, marketing promotions, individual products, and editorial content. It then evaluates all your content types, allowing them to be blended into a single communication.
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• Begin with a content audit. If you don’t know what exists, and it’s not indexed in a way you can locate it, you may as well not have it at all, because coding dynamic content for scale requires content to have metadata and a taxonomy.
• Baby steps are the best steps. Instead of creating a template with six variable content sections like the one above, create a template with one.
Would additional personalized pieces of content make your email better? It’s likely, but the email that gets sent always outperforms the email that doesn’t because it’s waiting on content to be generated.
• Prioritize, test, repeat. Since you’ll be taking small steps, it’s important that they’re the most impactful ones for your program. Does one of your segments perform worse than the others? Start there and try to move the needle on that group first.
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1. Put a recognizable face to your brand
In another Zajonc study, researchers found that the more times subjects had been exposed to a face, the more they liked it. Since the familiarity principle strengthens with time and increased exposure, it’s a time-honored way of connecting with consumers, and one that brands are still learning to improve upon today.
2. Use video to showcase your brand’s personality
Even more potent than a face is a personality. To that effect, a picture can only communicate so much. But now, technology allows any company to show personality on a budget. Because of the expansiveness and depth of video, you can express the full range of human emotions, explain things in great clarity and generally appeal to the viewer’s humanity.
3. Use referral programs to leverage the power of social networks
But marketers can leverage the familiarity principle even further. After building powerful connections with customers, brands can further tap into their customers’ social ties with friends and family. Strong referral programs, when done right, can turn existing customers into the face and personality of your brand.
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In what is one of the largest funding rounds for any private cloud personalization company ever, BloomReach announced today it has landed $56 million in Series D funding.
BloomReach offers personalized marketing solutions that help to drive consumers to the right products. However, its technology has always been about going further than the usual “people also bought this” functionality BloomReach says its technology allows a company’s website and communications to act more like they’ve been designed “just for you,” adapting to each user without requiring a login.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Iterable, the growth marketing and user engagement platform, today announced it has closed a series A round of funding led by Charles River Ventures, with participation from previous investors.
This latest round takes its total funding to $9.2 million, following a seed round in January 2015. The company was founded in 2013, and was a member of the Spring 2013 class at the AngelPad accelerator.
Iterable lets marketers quickly segment hundreds of millions of users, personalize messages, build sophisticated behavioral workflows, and A/B split-test any aspect of a campaign. It doesn’t just support email, delivering campaigns across mobile push notifications, SMS, the Web, and social too — something it claims will aid the delivery of personalized messaging.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Today, a Paris-based startup named Reelevant is releasing a public beta of a new cloud-based service that claims to simplify the dynamic delivery of an email at the right time and with the right content for each person’s conditions.
Targeted at small and medium-sized e-commerce companies, Reelevant allows the user to chose from several demographic, device or behavioral attributes covering different aspects of the email’s delivery and content, when setting up the campaign and email template.
A drop-down menu, for instance, allows the product photo in an email to be updated based on the local weather of the recipient.
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1. Existing customer base
2. Rules-based vs. automated (prescriptive vs. adaptive)
Does the vendor take an approach to personalization that is primarily rules-based, in which marketers can set conditions to trigger specific engagements, or does it take an automated, machine-learning approach?
3. Data points used for personalization
What data can vendors employ in their personalization strategies, and does this match the data that your organization would like to use?
4. Predictive modeling or lead scoring
Does the vendor provide predictive capabilities, allowing you to better segment or target customers based on the likelihood of conversion or on the estimated value of conversion?
5. Integrations
Lastly, look at what types of technology integrations are most important to each vendor’s existing customers and make sure they line up with your own needs.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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New research from Jones has found that over 90 percent of marketers see at least nominal, if not outright impressive, increases in open and click-through rates when employing some form of personalization. Only 9 percent of respondents saw no added impact when using personalization, and 4 percent and 5 percent of respondents saw a 70+ percent increase on open rates and clicks rates, respectively.
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The increase in relevance gained from email personalization reduces the rate of unsubscribes. Why is that important?
AgilOne found that unsubscribes result in an average loss of 60 percent of future lifetime value (LTV). A high unsubscribe rate also affects your sender reputation score, which affects your overall email deliverability, so lowering the number of unsubscribes is a critical metric.
In a survey of 257 email marketers, a large majority reported an increase in open rates and click-through rates (CTR) by employing email personalization of some kind. And those tactics included the most basic types of personalization.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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A new study by Forrester, commissioned by SAP Hybris, finds that although marketers are prioritizing personalization efforts across channels, they are less advanced than their customers think or expect.
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Some personalization efforts have a meaningful effect on the overall customer experience by making customers lives easier. Other tactics, particularly those that focus solely on messaging, may have a limited impact, leading to only minor improvements in marketing metrics—a slight bump in the email open rate or minuscule increase in click through rate—and no real change in business outcomes. Every bit counts, but personalization takes significant upfront investment and should be prioritized based on what matters most to customers. Don’t just personalize marketing, deliver a personalized experience.
Personalizing even a single aspect of the customer experience, such as marketing, takes sustained investments in customer data and analytics—including spending on data management and analytic tools, hiring the right analytical talent, and developing or revamping marketing processes. It also requires technology and techniques that allow marketers to apply insight to execution, such as prioritizing marketing channels and platforms that enable audience segmentation and targeting over those that only support generic customer engagement.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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![[FREE] Optimizely: Optimizely Personalization Toolkit | The MarTech Digest | Scoop.it](https://img.scoop.it/YRS0KyJO5X3jnDznyqE-JPL6dadsvGA8m9WNoVsbzkY=)
![Are Marketers Succeeding With Personalization? [Infographic] - Profs | The MarTech Digest | Scoop.it](https://img.scoop.it/8BYnPJJcT74RnZQySDIr_PL6dadsvGA8m9WNoVsbzkY=)
A refreshing take.
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