It can be tough for marketers to know exactly how to interact with a new customer who’s just begun engaging with your brand. Many welcome campaigns shy away from any sort of personalization, instead delivering generic content that’s based on mere demographic info (time from conversion, for example). According to a marketing automation performance report by Autopilot, 61% of marketers still rely on basic batch and blast emails to communicate with their audience in the early stages of the lifecycle.
But these early stages are a critical time where customers are looking for validation that their individual needs are going to be met. And while it might seem counterintuitive, every action that the customer takes in those beginning stages is fodder for personalization. If you’re sending the same 3-4 messages to all new customers, regardless of any actions they’ve already taken, you’re losing out on a huge opportunity to influence that budding brand-user relationship. Here are three ways to mine the granular data from those initial actions to personalize your welcome series:
Observe Customer Actions in Real-Time
It’s an understandable worry that there simply isn’t enough data to personalize communications so early on. But when you’re able to see what customers are doing in-the-moment, especially with their initial actions, you can integrate what you’ve learned about their needs and intent right into your welcome series. A Google Report showed that 51% of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful. When you’re able to be useful to your customers at the exact time they need it, you can better influence and understand the customer’s journey.
Look Across All Channels
According to Forrester, an estimated 52% of all in-store purchases in 2014 originated from online research. Your shoppers aren’t channel-exclusive, and if you’re not able to observe behaviors across the different channels that they’re using – web, email, mobile, social, and more – you may miss out on a big opportunity to personalize those introductory campaigns. When you can holistically view the customer lifecycle across these different devices, you won’t miss a single signal of intent – including those first-clicks that are huge in informing marketers of what customers want.
Suggest Future Actions
According to an Experian marketing study, personalized emails that contain product recommendations deliver 6X higher transaction rates – but 70% of brands fail to use them. When you can suggest actions that customer may not have taken yet but that align with the intent they’re displaying, you can individualize each customer’s unique lifecycle path and drive the behaviors that matter. And each time you offer a new suggestion, you gather more customer data with which to personalize future campaigns.
Truly Welcome Your Customers
When Adobe asked marketers to prioritize one capability that will be critical to the future of marketing, 1 in 3 said “personalization”. It’s no surprise that targeted campaigns reduce the number of actions needed to help customers achieve their goals and drive repeat engagements. But when you deliver a welcome series that is individualized to each customer’s budding journey, you can get customers on their unique path to purchase more quickly, while establishing your brand as one that puts the customer’s needs first right away.
To learn more about creating a targeted welcome series, and about getting started with behavioral marketing, visit our website – or, you can reach us directly at firstname.lastname@example.org or at 877-658-2570.