Personalized marketing (also known as one-to-one marketing) has been shown to deliver better business results, including higher email open rates, click-through rates, and conversion rates.
The good news is that personalization does not require sophisticated marketing automation.
Here are five things small businesses can do to benefit from personalization.
1. Deliver segment-specific content
For example, if you own a pet-supply store, you’ll want know whether your customer owns a dog or a parakeet so you can provide more tailored (read: more useful!) advice.
💡 WEBSITE INSIGHT: If your business serves multiple customer segments, create pages tailored for each segment. Then help visitors find the best page for them right on your homepage and in your website’s navigation menu.
This is how we helped one of our Jottful customers, the executive recruiting firm Astrohire, guide job seekers and employers to the most appropriate information for them:
2. Send special-day messages
3. Use first names
“a person’s name is to that person the sweetest and most important sound in any language.”