Your customers don’t just want personalization, they expect it. In fact, almost half of consumers get annoyed when marketing from a brand isn’t personalized.
If you want to offer an experience to turn one-time shoppers into brand fans that swear their undying loyalty to your product, you must personalize your marketing.
However, that’s easier said than done. Many ecommerce brands only personalize email campaigns with a “Hi, [Your Name]” and maybe a cart abandonment message. But for true personalization, you have to extend the targeted message to ads, discount codes, product recommendations, and website content.
This is a key differentiator in winning customers’ loyalty, as two-thirds of consumers believe that it is important for brands to automatically adjust content based on their current context. If your buyer clicked on a specific product detail page, for example, you need to use that data to power all of your marketing messages and drive higher conversion rates.
Dynamic personalization can help you do just that. With the right customer data, you can personalize your marketing in real-time across channels, platforms, and devices.
What is dynamic personalization?
On average, buyers interact with your digital marketing six times across multiple channels before they buy. But your customers don’t care about what channel they’re currently on. They want content that is not only tailored to them, but also to their exact stage in the buying journey and what they personally care about — no matter where they’re interacting with your brand.
That’s where dynamic personalization can help. Dynamic personalization means automatically personalizing different sections of content within your emails, ads, social media, or other channels to feature products, information, and offers that are relevant to customers based on their current behavior and past affinities. Each time a customer interacts with your brand, they’re sending you a signal that you can use to customize your message via marketing automation.
This is almost impossible to do manually, however. But by using a CDP, you can automatically populate content blocks that are most likely to convert according to the data you know about specific customers. This allows you to create, for example, super personalized product recommendations via email marketing to serve up the right content to the right customers at the relevant stage in the buying journey.
Data science-powered recommendations
It’s impossible to personalize dynamic content unless you’re collecting enough data on your customers to accurately predict what will encourage them to click and convert. The kind of data you need to be collecting includes:
- General demographic data, such as age and location
- Past interactions with your brand, such as purchases and page views
- Channel preferences and devices used
- Any first-party data that customers willingly share with you about their preferences
The good news is that almost half of customers will share more information with you if you provide a superior shopping experience. Taking a data science-based approach means you can provide better content and smarter recommendations over time.
Think about the first time you log in to Netflix. The service provides recommendations based on which genre of TV series or movies you’ve watched. And as you start watching and rating more and more shows, Netflix uses that data to improve the personalized recommendations they make, so they’re more likely to be relevant to your taste. It’s all about the customer data driving a personalized customer experience.
Dynamic personalization in action
There are lots of different ways that you can use dynamic personalization throughout your marketing campaigns. The campaign you use will depend on the lifecycle stage, marketing objectives, shopping behavior, and data you are collecting on your customers.
Here are some examples to inspire you to create more effective personalized campaigns through the customer lifecycle.
One of the best ways to use dynamic personalization is in a cart abandonment campaign or browse abandonment campaign. You can tailor different sections of an email to automatically reflect the products the customer left in the cart or viewed and didn’t buy. Take this cart abandonment email from beauty brand Milk. They use clever copywriting to make the brand stand out and then personalize the rest of the email with the products that were left in the basket, along with related items.
If you are collecting enough data on your customer, you can also make upsell and cross-sell product recommendations based on items they have previously viewed and browsed on your site. Using website personalization, this product page from makeup brand Charlotte Tilbury offers personalized suggestions based on the items buyers browsed, and even offers an option to see the product on your individual skin tone.
As we’ve already mentioned, you should extend personalization to all your marketing channels, including paid ads. Again, based on past browsing behavior, you can create personalized retargeting ads for your buyers that include relevant content. For example, instead of using a generic ad, MVMT created this retargeting ad suggesting the exact product we browsed on their site.
By presenting personalized content that is optimized for every single customer, your brand is only offering content that is relevant and useful to your buyers. It creates the kind of fantastic customer experience that shows that you are listening to customers and you really care. That, in turn, will boost your brand reputation and encourage repeat purchases. With dynamic content powering your marketing at every turn, you’ll see real results.