Have a Look(Book): Personalization Across the Customer Journey

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Email marketers: We feel your pain, and we’re here to help.

This time of year can be tough. While marketers are already under pressure to continuously create and deploy great campaigns that outperform the competition, the “make it or break it” holiday season exacerbates some long-standing issues: time and budget constraints and lack of resources.

Faced with high stakes and short timelines, marketers may be tempted to default to tried-and-true campaign executions— a flash sale with a countdown timer, for example, or batch and blast promotions with little to no personalization.

In doing so, brands are missing out on real opportunities to engage and connect with their customers and prospects and, of course, generate better marketing results at the same time. We know everyone’s inboxes are overflowing with emails, especially during holiday promotions, and it takes something truly spectacular to stand out from the crowd.

We’ve got you covered. From welcome emails to customer retention and beyond, our new lookbook has great ideas to get your creative wheels turning. Here’s a sneak peak of what you’ll find inside.

Send a warm welcome

If you aren’t already, test offering a special discount for new email subscribers. Use an overlay on your site or a pop-up offer that appears as a customer abandons browsing to encourage conversions, and then give new subscribers the VIP onboarding experience.

Make it a two-way conversation. Try embedding a video into the initial welcome email that tells customers about your brand, and then give them a chance to tell you who they are. Include an interactive poll early in your onboarding series to engage customers and collect first-party data that can be used to personalize following interactions.

Personalize your follow-ups

The key to keeping customers engaged in your email campaigns is to provide information they find relevant and helpful (and fun!). If they order online, let them track their shipment right from their order confirmation message instead of a third-party site. Include relevant cross-sell or up-sell promotions that dynamically update in real time to ensure that they’re seeing the same inventory and prices displayed in their emails and across the website.

Think outside the box to extend the value of your campaigns beyond recipients’ past purchase behavior. Help them plan their weekend with a weather forecast — they just might need to buy some rain boots! Any information that would make their lives easier will be valued and appreciated, leading to increased engagement, loyalty, and CLTV.

Engage your loyalists

Test potential holiday offers on your most loyal shoppers before using them in the biggest holiday campaigns. Take time in the fall to collect data about what works and doesn’t work for your engaged customers and use that information to finalize your holiday promotion strategy.

Throughout the holiday season, use loyalty program data — shopping rewards, membership benefits they’ve earned, and points balances — to motivate customers to reach the next reward tier. Add a collapsable module that dynamically displays the latest loyalty information into every email. By adding data points specific to the customer that render in real-time, you can create the 1:1 personalized experience that sets your brand apart from the rest, and turns holiday shoppers into loyal brand fans.

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Brittany is a digital marketer with experience building an online presence for both B2B and B2C brands. As the S. Content Marketing Manager for Liveclicker, Brittany plans and produces effective communication across channels, creating valuable content that helps clients and prospects harness the power of moment-of-open personalization.

Brittany King
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