So what do consumers want?
A recent study by Yahoo found that most consumers are not only aware of online personalisation but that they believe that it provides added relevance – with 78% of those surveyed expressing a desire for some type of personalised content.
Source: https://advertising.yahoo.com/Insights/BALANCING-ACT.html
Matthew Finn, CRM manager at jewellerybrand Astley Clarke says that implementing personalisation technology to personalisethe online experience
via what he refers to as 'suggestion choreography' has resulted in some 60% uplift in conversion rates.
http://www.theguardian.com/media-network/media-network-blog/2014/jul/23/personalisation-marketing-online-brands
Improved conversion rates
“ Christian Ricci, Chia Monkey
Web personalisation is a strategy, a marketing tool, and an art.
It brings focus to your message and delivers an experience that is customer-oriented and relevant.
Yes…really – we do!
• Dress up your marketing messages as customer service• Customer’s have a high tolerance for messages which are
helpful• Leverage this tolerance but be genuine and helpful
Be helpful!RETENTION EMAIL
It was sent to customers who had purchased the drill within a given timescale.
Results versus regular email:
Sales per send: 724% increase !!!
New visitor
Repeat visitor
Subscriber
Single OrderCustomer
Multiple OrderCustomer
Loyal
Subscribe Popover*Basket Abandonment*
Checkout Abandonment*
Replenishment
Loyalty
Browse Abandonment*1st Purchase
2nd Purchase
Transpromo*
Anniversary/Birthday*
*repeated at different stages of funnel
An example email campaign.
Reminder35 min
Reassurance23 hours
Promote6 days
Adopt a timed email delivery strategy to engage your customers.
Cloud-iq.com
Overtly: Browsed not boughtResults versus general email:
Conversion rate: 44% increase
Note: The conversion rate will be optimised if the products are relevant to what has been browsed
Leverage data, touch points and marketing automation technology to deliver a personalised experience for your customers