Personalization makes so many experiences better. Online shopping is one of them, and so is email.
How we created a personalized experience:
Story Time: When people sign up for AWeber, there’s a short survey where we gather more information about their business. With that survey, we do two things:
1 – We generate a “Getting Started” checklist in AWeber with personalized tasks based on the responses to that survey.
2 – We then personalize the onboarding emails to show a person’s progress against those tasks. (Check out an example of that real-time task list ⬇️)
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What we found 👀: That personalized “task list” in our onboarding emails showed us that more than half of clicks were on the personalized checklists, rather than the generic links everyone saw.
So why is this happening:
When competing for a reader’s attention, a personalized experience cuts through the noise. See our above story time ☝️.
Re-engages people in their journey. This is similar to how abandoned cart reminders can re-engage shoppers – who doesn’t need a reminder to finish what they started?
You’re more likely to catch up with a friend over coffee than a stranger. Same thing, but different: Brands that know their audience are more likely to build a relationship with them than those that don’t.
“Personalization” means more than just first names
Don’t get me wrong, greeting your subscribers with their first name is great. But that’s just the tip of the iceberg!
Start building that relationship with your audience – here are some ideas:
-Upsell meaningfully. Make recommendations for complementary products or services, based on a customer’s past purchases.
-Be relevant. Talk about your most recent event: thank those who attended, and recap the event for your subscribers who didn’t make it.
-Relate to your audience. I can guarantee you the people who make up your audience are not all the same. A nutritionist may write a newsletter on healthy eating habits, with some on a weight loss journey and others in recovery from an ED. Each audience could use a slightly different spin on that messaging.
-Convert prospects. Purchase phase matters. Your prospects might need to build more trust from you before making a purchase, and your customers don’t need to hear your sign-up pitch every time they open your emails.
-Re-engage those who need it. AWeber tracks how engaged your subscribers are. Thank your most engaged subscribers, and mix it up with your less engaged.
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