Form letters, emails, and other marketing items aimed at a business’s “loyal customer” or addressed to “the homeowner” most often end up directly in the trash or the deleted items folder. No one wants to be addressed as a generic non-person, which is why personalisation software has become very popular with retailers and marketers. It allows you to engage a number of customers in a variety of ways while making each one of them feel as if you are speaking directly to him or her. Here are some ways you can make use of personalisation software for your marketing needs.
Make Personalised Recommendations
Recommending specific products based on a customer’s shopping habits is one of the most common and most effective uses of personalisation software in today’s market. It’s used on hundreds of eCommerce websites today. Strong product recommendation software will scan the customer’s history and take into account his or her previous searches, viewed items, purchased items, abandoned cart items, and much more. Looking at only one or even several of these factors may not be enough to give your customers recommendations that fit within their needs. Software needs to capture a full snapshot of the customer to provide accurate recommendations.
Send Personalised Emails
Emails have been used to send form emails almost since email was invented, and most of those messages get deleted without much thought. But by using personalisation email software, you can create emails that are tailored to each specific customer while being generated on the fly automatically, so there’s no extra work involved on your end. These emails will contain products the customer will likely be interested in, specific information about discounts or specials he or she is likely to take advantage of, and more.
Create Personalised Content
Using omnichannel personalisation software, you can create dynamic websites that personalise themselves to your customers’ needs, interests, and preferences. These websites will customise everything from the content and images to the promotions, ads, and banners displayed on the page. Literally everything will be tailored to what each individual customer wants or prefers, which is much more likely to improve his or her conversion rate. Your customer engagement and brand loyalty with existing customers will increase, too.
Smart ranking is a technique used to re-order the results for each shopper on an eCommerce website. While a male customer may see men’s clothing as the first category on the site, a female shopper will see women’s clothing. Parents may be shown categories or products related to children, while those who have been recently shopping for home items may be shown furniture or home furnishings. Personalising the ranking for each customer is especially important on mobile websites where the space is limited and users cannot see every category at once.
Finally, personalised software allows you to trigger specific actions in response to a customer action. For example, if a customer leaves items in his or her online shopping cart, the website may trigger a reminder when the customer tries to leave the site. These reminders can be exceptionally helpful for many customers.