You've heard a lot about personalized marketing, but are you doing anything about it? We're going to share 5 strategies to help you personalize your promotions.
If you want your promotion marketing to be successful, you need to ensure promotional campaigns are leveraging the right customer data to deliver the right level of personalization to the right person, at the right time.
"Brands that create personalized customer experiences using data and technology are seeing revenue increase by 6% to 10%, two to three times faster than those that don’t (Boston Consulting Group)."
This means understanding the wants, needs and behaviours of your customer (and wishing wishing them Happy Birthday on the right day).
Incorporate these strategies in your next promotional campaigns:
1. Demographic Personalization
Segment your customers based on demographic categories like gender or location to deliver a more personal promotion.
- Give all customers who sign up for your service or shop using a specific email address like .edu a 30% discount on Pizza delivery so they can "survive exams"
- Give female customers a 5€ coupon to spend on beauty products if they have made 5+ transactions in the last month
"59% of US internet users agreed that content customized for them increases their purchase intent somewhat, while another 19% said it significantly increases their intent to buy (eMarketer, 2017)."
2. Behavioural Personalization
Create promotional campaigns based on event-based attributes like cart size, purchase frequency. If you collect the right data and have the right solution in place, the possibilities for creating targeted promotional campaigns are endless.
- Send a 50% discount to customers on their birthday, but only valid for the next 48 hours.
- Reward users who make regular purchases of high value (e.g., over 100€) and have collected a certain amount of loyalty points with a “big spender” discount of 50€ on their next purchase.
- Based on last purchase made, give users who have travelled to domestic destinations a discount for international hotels when they make their next purchase.
Pro Tip: Implement webhooks to trigger 3rd party providers like MailChimp or Stripe to effectively deliver your reward.
3. UTM Parameters
These are simply tags you can add to any URL and you can create a targeted promotional campaign based the source of your customer.
- You wrote an article about your product and want to reward readers by including a special link at the end with UTM parameters, customers who have clicked the link will get 5% off.
- Give customers who make regular purchases a unique URL to share on social media and give them a 5€ reward every time a friend makes a purchase using the URL
- Give a “Thank You” discount of 10€ to customers who complete a survey about one of your products or services to use on their next purchase, the unique link will only be visible when the survey is complete.
4. Real-Time Triggers
Stop sending mass discounts. Deliver a well-timed, personalized and relevant campaign that will lead to more conversions, but also save your marketing budget.
- Time-limited discounts can be triggered in real time if your customer’s favourite football team just won an important match, give all customers who have purchased tickets in the past month a 5€ coupon for the next match
- If it is bad weather and raining, offer customers a chance to escape with a 10% coupon with unique code RAINY-BERLIN-17 if they purchase flight to sunny destination plus a hotel.
Create a campaign to targeting customers in a location based on customer profile data you have collected. Tailor the campaign messaging and refer to local trends, events, weather, etc, so it is relevant to customers from a specific location.
- Reward customers who have recently bought 5 domestic flights with a coupon code valid for holiday destinations like tropical islands or beach only
- Reward customers from Hamburg who regularly order food online with a 10€ coupon code, if they “share the love with Berlin” and give friends who order from a Berlin postal code a special referral code.
What to do next?
Apply the tactics discussed in this post - demographic segmentation, behavioural events, UTM parameters, real-time triggers and location-based attributes - and show your customer you are actually trying to deliver a better experience based on their behaviour.
Today, you can reach customers on every channel (email, mobile, social), but what really matters is sending the right message and the right time.
When you collect the right customer data, you can leverage this information in your promotional campaigns, if you have the right solution in place.
What's your experience with personalized marketing? Do you have questions about promotional campaigns or collecting the right customer data? Leave a comment below!
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