Personalized marketing should be a priority for any online marketer because 56% of people who unsubscribed from a business or non-profit list did so because the content wasn’t relevant, according to Constant Contact.
This type of marketing has been a secret weapon of many established brands. Fortunately, small business owners can begin to profit from this opportunity by building this tactic into their lead generation strategy.
Here are a few examples of the success experienced by a few brands who’ve embraced personalized marketing:
- Amazon reported a 29% sales increase to $12.83 billion in one year
- Point Defiance Zoo & Aquarium increased their membership 13% in just one quarter
- A Cadbury campaign achieved 33.6% conversion rate
- Starbucks revenue soared to $2.56 billion
All of these brands used data to create a more personalized user experience resulting in higher conversion and profits.
In this post, we’re going to share the details of 10 examples of personalized marketing in addition to what makes the strategy work. I’m also going to point out a new email list building software application I’ve started using that makes it easier to create personalized marketing campaigns without having to spend thousands of dollars, and without having to be a technical genius. High schools students and seniors alike can begin using this software quickly because it’s so intuitive.
Figures from Salesforce reveal high performing businesses use data-targeting and segmentation 51% more than under-performing businesses.
Today’s consumers expect personalization, and brands who use data-driven marketing campaigns to deliver this are seeing the results. According to Marketingprofs:
Businesses that personalize web experiences see an average 19% increase in sales.
What’s more, according to recent Epsilon research, 80% of consumers are more likely to do business with a company if it offers a personalized experience. So not only do customers expect personalization, they value it.
Here, we look at ten brilliant examples of personalization in practice that prove the value in getting to know your audience, and delivering value based on what you understand about them.
Amazon’s recommendation algorithm consistently makes headlines for its strategic approach to personalization.
Continually being updated to create more tailored experiences, the tool suggests products not only to fit the individual, but different aspects of their personality.
Cleverly encouraging impulse buying by highlighting key tastes and products to match, it’s a tactic that pays off.
The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time the previous year.
Takeaway: Personalization isn’t just a tactic for building brand trust. When done right, it presents endless up-sell opportunities for improved sales.
2. Point Defiance Zoo & Aquarium
In an effort to boost membership numbers, the Washington team analyzed their data to identify which postcodes were home to the zoo’s most frequent guests, targeting discounted campaigns to others within those catchment areas.
This resulted in a 13% increase in membership during Q1 alone.
Takeaway: Audience profiling by location enables brands to target lookalike consumers to expand their reach in a more targeted way.
Following the success of Facebook’s personalized video, Cadbury’s chose to create its own. But instead of giving consumers a look over their past year with the brand, it spoke to customers’ personal tastes in chocolate.
The campaign, which ran in Australia, matched a Dairy Milk flavor to users based on elements from their Facebook profile, including age, interest and location. Once the user agreed to connect with the brand, a video utilizing their own content, including photos and personal information, was automatically generated.
The campaign obtained a 65% click-through rate and a 33.6% conversation rate, proving the personal touch works.
Takeaway: Personalized stories resonate, and there’s a wealth of consumer data at your fingertips to help you tell them.
4. Marie Curie
Encouraging people to collect money for the charity on the high street, The Great Daffodil Appeal was launched, gathering each supporter’s geolocation data and matching this with its database of collection sites.
This information was used to integrate a real-time personalized map in the email campaign detailing the supporter’s nearest collection sites. The charity then used modelling to derive a target population and drive persona-driven messaging based on collection history and previous interactions with Marie Curie.
The campaign boosted registrations year on year, with a high skew towards online sign ups.
Takeaway: Consumers want to know how something directly impacts them, so personalization is sure to give a message greater resonance.
Starbucks successfully keeps customers engaged with its gamified mobile app. Integrating the brand’s rewards system with the ability to customize and order drinks via the app, it makes use of information such as purchase history and location to get as personal as possible.
The introduction of the rewards system saw Starbucks’ revenue soaring to $2.56 billion, while the app has generated around 6 million sales per month (around 22% of all U.S. sales).
Takeaway: The more data you get from your consumers, the more tailored your marketing can be.
The Swedish sustainable food retailer wanted to raise awareness of its offering on Facebook. It ran a series of prospecting campaigns segmented by the main target audiences, grouped mostly by demographics, designed to drive new visitors to its website.
The retailer then ran highly relevant dynamic ads featuring different products, based on different Facebook user profile segments.
Between October 2015 and March 2016 it achieved an 84% increase in website revenue.
Takeaway: Segmenting audiences enables brands to display the most relevant products or services to the right consumers at the right time.
Netflix is famous for its viewing recommendations, using an algorithm that’s consistently being developed and improved. But the personalization doesn’t stop there.
The streaming giant has a firm strategy in place for what artwork subscribers see as they browse the product catalogue. Based on previous actions, it aims to entice the right viewer to the right content.
A spokesperson said: “This is yet another way Netflix differs from traditional media offerings: we don’t have one product but over a 100 million different products with one for each of our members with personalized recommendations and personalized visuals.”
And with a top line of around $9 billion in 2016, a 30% increase year on year, it’s a strategy that’s paying off.
Takeaway: It pays to consistently develop your approach and get creative with your data.
Looking to make their ‘tariff refresh’ ad more relevant and engaging for mobile audiences, the team used data based on device and location to tailor their messaging to their consumers.
Using this data, they could offer personalized ads that showed what the best offer for that individual was, what similar users preferred to upgrade to, and where their nearest store was located.
The personalized ads performed 128% better in terms of click-through rate.
Takeaway: Understanding how consumers use their devices, in conjunction with other behavioral data, you can optimize a campaign for more impactful results.
The famous ‘Share a Coke’ campaign, first launched in Australia in 2012, still retains its title as one of the most original examples of personalized marketing to date.
The idea was to spread advocacy and love for the brand by replacing the soft drinks logo with consumer names, encouraging people to share with friends and spread the brand’s message using the hashtag #shareacoke.
In the wake of the original campaign, Coca Cola Co. saw a rise in sales for the first time in over a decade.
A spokesperson from Coca-Cola said: “This campaign taught us that personalization can only be highly engaging and effective if it can be shared with a wide audience.”
Takeaway: Don’t just make it personalized, make it shareable.
To mark its 20th anniversary, the brand launched a data-driven campaign that brought each customer’s travel history with the airline to life. Its email campaign used customer data to build individual stories, such as when and where they first traveled with easyJet, and where they might like to go next.
The emails used 12 modules combining graphic devices, destination imagery and copy based on 28 key data points.
A total of 12,473,608 unique emails were sent, and open rates were over 100% higher than the average easyJet newsletter – with 25% higher click-through rates.
Takeaway: Storytelling that leverages customer data enables brands to drive more meaningful connections on a personal level and increase brand loyalty.
Personalized Marketing: The Opportunity for Authors, Life Coaches, and Experts
The time to get acquainted with personalized marketing is now. However, small business owners often face the challenge of not having the financial resources to invest in the newest strategies. One application I found did not list pricing on the site. In my experience, that suggests the price will be out of reach for a good percentage of the market.
Anyone on a shoestring budget will likely struggle to access a top-tier tool of that caliber.
I found another tool more modestly priced. They had 2 options, starting at $99/month or $299 per month.
In the last 18 months, I was invited to try a product called ConvertBar. At first look, it seemed like a good idea because I could use it to create non-intrusive opt-in bars just like the Hello Bar.
After making the investment, I found it to be a great tool for creating personalized marketing campaigns. ConvertBox has the ability to segment subscribers in order to deliver personalized offers on the back end.
In the video below, I do a walk-through of how to use ConvertBox to segment your list for a personalized marketing campaign.
The great thing (for me) was being able to get access during a limited pilot program for a one-time investment.
Recently, I created a walk-through / demonstration of how to quickly and easily create a ‘Bar’ for a any website. This application works with all kinds of websites, WordPress, Joomla, HTML, Wix, Square Space, and more.
If you’d like to start using personalized marketing to attract more leads, boost your conversion rate, and increase sales… I encourage you to take a look at what it has to offer. Click the button below to see an additional walk-thru video and additional demos of ConvertBox in action.