Personalization affects virtually every aspect of marketing. Consumers expect brands to show them relevant products and services. This once rare strategy is now commonplace across all industries, particularly tech companies.
Many businesses choose to segment their audience based on how they organically interact with different emails. While this method does work, there’s a much quicker way to segment your customers on day one.
The first thing I suggest doing is including several optional personalization questions directly on your sign-up form. For instance, if your company sells blog themes, you may ask new email subscribers to choose whether they want your product for personal or business use. Depending on their answer, you can create a personalized drip campaign with content and offers relevant to each person.
We also recommend adding questions to your welcome email, which should go out immediately after each subscription. Let customers know that you’re interested in personalizing their experience, and ask them questions that you can use to segment them into the appropriate list.
Next, let’s talk about how automation can improve the efficiency of your email marketing strategy. This step in the process is about using powerful tools that help you accomplish more in less time.
If you run multiple campaigns, including SMS and web push notifications, you may want to look into an omnichannel marketing tool that can automate your campaigns from one place. When you use these tools to create drip campaigns while gathering data on subscriber behavior, you’ll have the information you need to build a stronger marketing campaign. For example, if you notice that all your emails with a specific subject line tend to have a low open rate, it may be time to consider split testing your titles and the users receiving the email. When you use email automation tools to learn about your customers and your email campaign’s effectiveness, you have options to continually grow based on new data.