Personalization Opportunities Abound with Marketing Automation

Vivian Swertinski

We know the statistics, we have the proof. Personalized emails consistently outperform non-personalized communications. The question I have for you is, how do you define personalization and how are you incorporating it into your email strategy? If your definition of personalization is using a name field in a subject line then you are just scratching the surface of opportunity. Let that encourage you and propel you forward because the best results are yet to come!

Personalization is communicating in a way that makes your audience feel known. It’s observing and serving your audience based on explicit and implicit information you have. It’s seeing your audience in a holistic way instead of data fragments by market channel. Now some of you are already thinking… this sounds like it could get complicated fast and we have a small marketing team with limited resources.

Stay with me, I promise this can be a game changer and it’s within your reach! I’ll share with you that I’m someone who looks at a recipe and if the prep time and ingredient list is too long, I skip right over it no matter how appetizing the dish looks. I want sophistication but I want it to be easy! That’s why I am such a big fan of marketing automation technology. It empowers you to market like a big brand even if you’re a team of one. We dive into the details in our latest webinar; Driving Engagement and Retention Through Multichannel Personalization.

Check out the recorded webinar or view the slides here. Now let’s breakdown the three main ingredients needed for creating a personalized experience with marketing automation.

1. Integrated Systems

An integrated system means that your database, email platform, website and even online community talk to each other. That equips you with the ability to observe audience behavior and to serve relevant communications. The marketing insight gleaned from an integrated system give you enhanced targeting capabilities. You can cast a wide segmentation net or get as granular as you like. For example, you may want to select all subscribers that visited your website in the past 6 months or drill down to just those that viewed a product demonstration video yesterday.

2. Advanced Targeting Tools

Target groups can be combined or used individually as an inclusion, exclusion, or a decision point in an automated flow to branch individuals into personalized communication flows. Campaign designer is one of my favorite tools for creating both simplistic and sophisticated campaigns flows. Drawing on a virtual whiteboard using drag and drop tools make it easy to plan and execute campaign flows without involving your IT team.

To jumpstart the thought process for your personalization opportunities, I ask you to picture your website as an actual storefront. Imagine the store buzzing with activity and you are in the midst of your audience. You notice the familiar faces of long term customers and you see a few first time visitors browsing products and walking throughout the store. Ask yourself:

  • What behaviors would prompt you to engage in conversation?
  • When would you offer additional information to someone that is just looking?
  • What activity would prompt you to make a product recommendation?
  • Are there activities that you would want to follow up on?

As you envision the opportunities to observe and serve your audience you may be thinking, if only my website could be more like a storefront. The good news is it can be!

3. Automated campaign designer

Marketing automation technology empowers marketers to communicate in a way that makes their audience feel known. For more personalization ideas check out our latest webinar, Drive Engagement and Retention through Multichannel Personalization.

About the Author
Vivian Swertinski

As the Strategic Services Manager at Informz, Vivian partners with clients to maximize their digital marketing efforts with customized strategies leveraging the Informz marketing automation platform. Outside of work Vivian enjoys shopping, boating and volunteering her time to help disabled individuals in the community.