Although most people dislike being inundated with marketing messages, they actually appreciate content that’s personalized.
The way most marketing goes, customers feel like they’re just another person in the crowd. But when you personalize your email, adverts, and other communication strategies, you make customers feel like they’re being distinguished. And it creates the sense that you have real value to offer.
Let’s look at practical ways to personalize content to retain your customer base. When you keep your current customers happy, you’ll bring down marketing costs, gain a solid reputation, and grow your business fast.
Create personalized push notifications
Push notifications are small messages that appear to users as they browse your website. They have a high conversion rate and are more engaging than any other marketing tool out there.
When you personalize your push notifications with the right strategies, you can help your customers find products they need. And you can create a better user experience for them on your site.
Let’s look at specific ways you can personalize your push notifications:
- Address returning customers to your website by first name
- Offer personalized discounts based on a user’s interaction with different pages on your site i.e. user behavior
- Create location-based push notifications to attract users in specific locations
- Leverage a user’s interests and affinities to make product recommendations
To make such personalization possible, you need to work with a good push notification tool.
When you send such personalized push notifications, you’ll make it more convenient for users to find what they need and have a better experience overall.
Use the customer’s name
One of the most effective ways to personalize your content is to call your customers by name.
The most practical and effective way to do this is with your email marketing. Address users by their first name in your email subject lines and email body copy. A good email marketing provider will make it easy to do this. Customers will be more likely to open your email and engage with it too.
Offer content upgrades
One of the first things a business should do is to build an email list. You create an optin popup that appears on your website and asks visitors to sign up to your newsletter.
When you have new visitors to your website however, it isn’t possible to personalize your optin popup by addressing them by name. What you do need to do is create a personalized optin form based on your content or the user behavior.
This is where content upgrades come in. Content upgrades are essentially lead magnets where you offer something for free that users can access by signing up for your newsletter. The free item can be an eBook, a checklist, a free tool, or something else.
Usually, lead magnets are the same across a website. So, if a user lands on a business’s home page or a blog post, an optin popup appears and gives users the same lead magnet.
A content upgrade is more personalized. You can use an optin popup tool to offer different lead magnets on different pages. If you have a health and fitness website and a user is on a page for health supplements, then you could give them a guide that helps them choose the right supplements. Likewise, you can create a lead magnet for running tips on a page that focuses on how to exercise via running.
Content magnets help you personalize your lead magnets and offer more value to visitors on your site. By creating personalized content in this way, you’ll retain visitors who come to your website.
Segment your email list.
Another practical way to make your communication more personalized is by segmenting your email list.
From the very beginning, start making groups out of people who join your newsletter. You can do this based on different parameters.
A few parameters are age, gender, and location. You can also segment your email list based on user behavior such as how recently and frequently your customers buy from you. And then you can also segment customers based on the monetary value of their purchases. You can learn more about recency, frequency, and monetary value from a post I wrote here.
If you had a customer who bought from you recently, you could time your next email to appear soon after to ask for reviews. Or conversely, if you’ve noticed that there are customers who haven’t bought from you for a while, you could create special emails with offers to entice them back to your website.
There’s virtually no limit to the ways that you can segment your email list. You can choose to combine parameters to create new segments and find out what segments work well. When you send emails, you have the ability to personalize your email copy to a high degree which will have the effect of creating more email opens and conversions.
Recognize loyal customers
Every business has customers who have stayed with the business for a long period of time.
It’s important to know who they are and to recognize them. Using your website data, with the help of Google Analytics, CRM, or an analytics tool, you can see which customers are the most valuable for your business.
Using the data from an RFM analysis will help you identify and categories your best customers. Once you know who they are, send special rewards to them to let them know they’re valued.
You can offer them upgrades, discounts, early access to new features, or something else. By recognizing loyal customers, you show that your business cares and you’ll build a strong connection with your audience that lasts.
Retaining customers brings down your expenses in the long run. It also helps you build a good reputation and win over newer customers more easily because your existing customer-base acts as social proof for your business.
I’ve shared a few effective ways you can retain your customers by leveraging personalization strategies. Personalization will improve engagement and conversion rates for your business. Apply the tips given here and also experiment behind the scenes to see what works for your business.