SwiftERM is predictive personalisation software for ecommerce. It identifies products that are most likely to be purchased for each individual on your database. Analysing buying habits and impressions it calculates what they are most likely to buy next. Then it provokes the purchase by sending the individual details of those products automatically.
This what your SwiftERM Predictive personalisation software for ecommerce website listing Ad will look like to visitors! Of course you will want to use keywords and ad targeting to get the most out of your ad campaign! So purchase an ad space today before there all gone!
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The post Behavioural economics in ecommerce marketing appeared first on SwiftERM.
Behavioural economics in ecommerce marketing, is a discipline of knowledge that tries to find answers to questions about our purchasing decisions. To be more precise – why are they irrational sometimes? Of course, such knowledge can be extremely useful for every entrepreneur.
Traditional economics assumes that consumers act rationally, and their decisions have to be, above all, beneficial. However, as you probably suspect, the reality is often different. That’s why there was a need for a discipline that would take a closer look at that interesting matter. And that’s how behavioural economics was born.
According to many studies, customers frequently make irrational decisions, and they depend on many facets. Knowledge of what these facets might be and what can influence purchasing decisions could help you increase sales in your e-commerce company.
Here, we need to mention several important elements. As it happens, the first thing that you ought to consider is… your customer’s mood. That’s true; a customer who is happy will more likely buy something from you than one that’s sad or depressed. Frequently, upset people are more eager to analyse all the pros and cons of the offer and are restrained when it comes to spending money.
The second thing we need to talk about is relativity. In short, it’s all about providing a reference point so that customers can compare products and pick the best offer. That’s what Phil Barden mentions in his “Decoded: The science behind why we buy” book. In it, he cites a straightforward example:
There were four beers on sale, but not simultaneously. When there were just two to choose from – one for 1 pound and the other for 2 pounds, customers more often chose the more expensive one. When a drink for 30p was added to the offer, no one was buying it, but sales of £1 beer increased. When the £4 beer was added to the offer, no one was after the one for £1, but sales of the £2 beer increased significantly.
What does it mean for the ecommerce business owner? That price is something subjective. Sometimes, in order to raise a price of a specific product, you simply need to offer another one with a different price. This way, it will be possible to compare both products and make an informed decision. If one of the products is noticeably better than the other – most customers will choose it. That’s what the decoy effect is all about – if you want to turn your customer’s attention to a specific product, show them a second one that’s less attractive.
Carmakers perfectly know about this rule. To raise the prices of their cars, they create new “supermodels” that are nothing more than just a demonstration of technical possibilities. Such cars are never bestsellers, but that’s not their role. Their role is to enable the manufacturer to bump up the price of their other, more average models and trigger more interest in them.
The decoy effect is clearly visible in the SaaS world. Why do these online platforms usually offer three plans? To promote one plan that’s the most profitable to them. See how it works with Grammarly, an English grammar-checking platform:
In this example, Premium is the target plan. The Business plan doesn’t offer anything that would simplify using the platform. The biggest qualitative leap is between Free and Premium plans. Give your customers a reference point that’s less profitable than your target product. You will soon see how this one strategy will affect your sales!
Let’s go further. Daniel Kahneman, an American-Israeli psychologist and economist, the author of “Thinking Fast and Slow”, says: “If there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action”.
Therefore, if something doesn’t require thinking about it, most people won’t. That’s what we call a behavioural cost. It’s not related directly to money, but it involves our time and effort (both physical and intellectual) – they are the things that we pay with to buy a specific product or to use a specific service. The higher the behavioural cost is, the less probable it is that a customer will place an order.
What can you do about that? Streamline the decision. Eliminate all the elements that can make the purchasing process more difficult or complicated. That’s how all the biggest ecommerce websites work. Let’s take a look at Amazon. You enter a given product category, and what can you see? Four best seller offers. For many customers, that’s a suggestion that they are especially worth looking at. And if a given person finds what they are looking for there, what’s the chance they will continue their search and browse through the next one or two hundred offers? It’s rather unlikely, isn’t it?
It’s no secret that you can show data in different ways. And frequently, the effectiveness of each of these ways can be different. For instance, if you focus on the cons of a particular product, it’s unlikely you will close many deals, even if the offer itself is good. If, in your product tab, the first thing the customer sees is the information about low availability, they will most likely go elsewhere.
Communicate positive messages – talk about the advantages and benefits behind each product. Of course, we’re not saying here that you should lie or conceal anything. Instead, it would help if you looked for a way to describe the products in your offer that will show its attractiveness. Uniquely if it is immediately pertinent to each individual consumer then the immediate effective is positive too.
Where they have been looking at something and suddenly it appears in an email to them. This has a much higher likely propensity for them to make the purchase and keep it, this is called PPS technology, predictive personalisation software. if you haven’t tried then don’t waste any more time, it is phenomenally powerful for product sales.
The post The top 50 wines of DWWA 2022 appeared first on SwiftERM.
The top 50 wines of DWWA 2022. The 0.27% of entries awarded Best in Show at this year’s Decanter World Wine Awards reflect the inspiring world of wine and quest for quality among winemakers globally, with 50 wines expressing the best of their categories.
An all-time record for wines tasted at the world’s largest wine competition, it’s quite possible that Decanter World Wine Awards 2022 marks the largest-ever wine competition to be held in history. And of the record-breaking 18,244 wines tasted, just 50 were awarded the competition’s top accolade – Best in Show.
‘By the time a wine comes to be considered for Best in Show it’s already come through its panel as a Gold, and it’s come through the second judging week where we find our Platinums. It’s already Gold to Platinum so it’s a super wine’, said DWWA Co-Chair Andrew Jefford.
‘After that, we’re looking for a selection of wines that we really believe are outstanding examples of their style, as well as a well-balanced selection – something from pretty much everywhere, something in pretty much every style, something also for pretty much every budget. And we want to put a lovely selection of those together so that we can offer that to consumers as us saying, this is really the best of the best in our show.’
Of the competition’s top 50 wines, nine were awarded top Value – wines with a retail value under £15 (prices are confirmed ahead of results being published, but subject to change).
These Value Best in Show wines recognise outstanding quality for price, important to the competition’s unique judging process where wines are categorised by country, region, colour, grape, style, vintage and price point.
The aim is to enable consumers to calibrate what they can actually get ahold of to their own budget, so wines are awarded with quality versus price a factor from Value through to Icon (£50+) wines, ensuing that whether its a Value Best in Show at £14 or Best in Show wine at £60, the wine will be of exceptional quality for its price.
This year Value Best in Show medals were awarded to:
New World wine regions impressed with close to half of the competition’s top accolade awarded to wines from Argentina, Australia, Canada, Chile, New Zealand, South Africa, the UK and the US – up more than 50% compared to 2021 results.
But it was France that once again dominated with 10 wines making the top 50 list – five of these wines were from Bordeaux, including two Value wines and top marks for Château Haut Breton Larigaudière, Le Créateur, Margaux 2020, Glaude Danivet, Saint-Emilion Grand Cru 2020 and Château Laville, Sauternes 2019.
The top-performing nation also saw a first Best in Show medal for Beaujolais and a win for lesser-known Jurançon in Southwest France for Domaine Cauhapé’s Quintessence du Petit Manseng 2017. The judges praised this wine saying, ‘One sniff of this, with its layers of lemon, frangipane and gardenia, will stop you in your tracks.’
Elsewhere in Europe, Italy was awarded nine Best in Show medals, with Tuscany awarded almost half of these, and Spain close behind with five medals, including a 2011 Catalonian sparkling wine for Albet i Noya’s El Corral Cremat Brut Nature, Penedès 2011.
The judges note: ‘The Catalonian sparkling-wine scene is in full ferment at present, with a huge range of ground-breaking wines finding their way to market. This wine is mouth-filling, dry and structured, as perfumed on the tongue as it is in the glass, and ideally suited not only as a head-turning aperitif but for mealtime use, too.’
By dint of recent entries to DWWA, Switzerland is making a name for itself on the top 50 list with a Best in Show medal for a third year running – this year to Domaines Rouvinez’s Coeur de Domaine, Valais 2019.
‘The secret is slowly seeping out that some of Europe’s finest, subtlest, most intricately crafted and most quietly satisfying white wine blends come into being in the Alpine valleys of Valais and elsewhere’ the judges commented, and this remarkable wine is one of them.
Austria also gained top recognition for its white wines with two wines awarded a Best in Show medal for Birgit Eichinger’s Ried Kammerner Lamm 1ötw Grüner Veltliner, Kamptal, Niederösterreich 2020 and Dr Salomon’s Ried Pfaffenberg Riesling 1 Ötw, Kremstal, Niederösterreich 2019.
In Portugal, the Douro region saw success for its powerful reds produced with classic varieties including top marks for an exuberant red table wine and, on the other end of the spectrum, a Vintage Port from the magnificent 2017 vintage for Agri-Roncão’s ‘Dr’.
Back in the New World, Argentina and Chile enjoyed standout success with both countries receiving best-ever results for top medals awarded, including four Best in Show wins for Argentina and two for Chile.
New Zealand, too, saw its best-ever performance in the top 50 list with four wines receiving this prestigious accolade from Marlborough, Hawke’s Bay and Central Otago.
But it was Australia that received the most Best in Show medals from the New World with six wines awarded, including an impressive two to Barossa-based Sons of Eden for both its 2019 Romulus and Remus Old Vine Shiraz wines from Barossa Valley and Eden Valley respectively.
South Africa had its best showing since 2017 with two Best in Show medals awarded to wines from Stellenbosch for Ken Forrester’s Old Vine Reserve Chenin Blanc 2021 and KWV’s The Mentors Cabernet Franc 2019.
Canada, the US and the UK received one Best in Show medal each for classic regional wines of outstanding quality including a Riesling from Niagara Peninsula, Cabernet Sauvignon from Napa Valley and sparkling wine from Hampshire.
Commenting on the results, Co-Chair Ronan Sayburn MS said, ‘These wines have been through a lot of hands, and palates, to get to that level where it’s got a sticker on it – whether that’s a Bronze, a Silver, a Gold, Platinum or Best in Show. A lot of people who work in the wine business, that know a lot about wine, taste these and really give them a thumbs up through many different levels, so if it gets to the point that it’s a Best in Show, it really is the best of the best.’
Co-Chair Michael Hill Smith MW, added ‘The medals are saying: these are wines that have done really well in the most important wine competition in the world.’
See below for the full list of DWWA 2022 Best in Show medal winners.
For more articles on selling wines DTC we have huge selection here.
The post Autonomous email marketing for SMEs appeared first on SwiftERM.
Autonomous email marketing for SMEs. The day is here, well in fairness it’s been here for a while, but you no longer have to wonder “wouldn’t it be wonderful if there was something I could use that did all my email marketing for me, so I don’t have to touch it, ever”.
Many email software providers will bandy expressions like “You can automate your email using our products”, but closer scrutiny soon reveals its just one or two elements that are automated, and sooner or later you’re back to square one, spending hours getting involved in selecting products, to promote to respective audiences. If not having any time to do email marketing was the problem, you are no further forward. So let’s break this down into the requisite parts to make sure all the boxes are ticked.
You need to be able to feed and build your database of customers from a variety of sources including those that shop with you already, plus those that willingly subscribe to your mailing list, whether that by via a homepage pop-up, or other email capture facilities spread across incentives, social-media, competitions etc. It shouldn’t matter whether you have 5,000 or 5 million, it must be able to handle your emailing to each of them equally well. Check.
Note the care to ensure GDPR legal compliance is a provision, but more importantly that those receiving emails want to do so. There’s nothing worse for leaking customer satisfaction than immediate disengagement, because they don’t want to hear from you. Unsolicited mail perpetuates bad feeling, which permeates among consumers, and therefore their friends and associates, like wildfire.
It needs to be able to offer suppression (opt-out) options, both in bulk and individually to the retailer, for use across alternate media, and likewise ensure the consumer themselves that they have this provision, if only to satisfy their ability to leave should they want.
By personalisation we don’t mean segmenting audiences into pre-determined groups that “might” happen to be the best group to buy a new line of products. No, we mean the selection of products that offers each and every individual, products pertinent to what they have bought or looked at, which a predictive analytics algorithm has calculated is the most likely ones for them to buy next. This is a hugely distinct way of nurturing your customer satisfaction, and close personal relationship with each and every one, coming back to whether that be for 5,000 or all 5 million of them.
The statistics for this treatment of email marketing has been calculated by both McKinsey and Statista, and deemed to be as much as 20x the returns currently enjoyed by traditional email marketing ESP, omnichannel and triggered solutions combined. This is where the enterprise people prick their ears up, as this is a whole tranche of marketing that many of them are not yet addressing currently, still believing it is covered by the efforts and solutions offered by their existing providers.
Consider how pertinent to your marketing efforts, the feeling your customers enjoy when they get an email from you, using this software. Because it is a martech solution, that email will always be personal to that individual. It doesn’t matter whether the last time they visited your website was last night or last week, what they looked at was being captured, not just to flog that product, but to rank it in order of highest buying propensity. There’s no point sending details of the last item they looked at, if it doesn’t fit into that individuals buying criteria, a unique pattern personal to each and every one of us, that needs to be learnt. A human can’t do that, but your newly installed software algorithm can.
Autonomous, just like the cars of the imminent future will be, your email marketing can be left to run itself. This type of solution is called predictive personalisation software (PPS). When your business is gathering momentum, and you begin to appreciate the value of email marketing, you commonly fall into the pit of affording staff. We published an article to help you calculate how much do your staff really cost.
You need to be able to check in on your PPS from time to time, to satisfy yourself that it is both running and indeed working well. Once established it’s great just to be able to enjoy building your business knowing this is perpetually running in the background without supervision, or issue. Take your days off with your friends and family, enjoy your holidays and spend your time and effort on other aspects of the business where and when it is needed. This is one box that is now ticked.
SwiftERM offer a free months trial of it’s predictive personal product selection software, and thereafter use without a lock-in requirement. the average ROI regardless of the size of your database is in excess of 1500% ROI. SwiftERM is a Microsoft Partner company.
The post What’s new in email marketing appeared first on SwiftERM.
What’s new in email marketing. Since the beginnings of email marketing in 1978, the use of this tactic has nothing but skyrocketed over the years. However, by 1998, consumer frustration with spam mail had also skyrocketed, leading email providers to respond by creating junk folders.
In more recent years, marketers have had to navigate regulations like the GDPR, the rules governing marketing efforts in the European Union. The incredible value of the EU market makes it imperative for organizations to conform.
Despite the stress that the GDPR brought to email marketing teams around the world, in the long run, it acts as an advantage by improving the quality of your audience.
The limits on email marketing imposed by the GDPR—like requiring recipients to agree to receive promotional emails—acts as a filter that works in your favor. By targeting the respondents who actually subscribe, your emailing list will become much more effective.
The benefits of email marketing include:
Some of the potential problems of email marketing include:
The perceived image of any professional robust email marketing scenario starts at the bottom with an exhausted individual business owner, scrambling to exist, aware that all the stats have reassured them that email marketing delivers one of if not the highest ROI of every alternative where they spend their money. This of course after establishing their website, and achieved sufficient SEO to get it seen by the search engines and social media alike. The more powerful corporates among us has the alternate perception of a room full of highly skilled marketing minds, eager to eek the next dollar from every audience participant they can.
So the biggest buzz currently is the rise of personalisation, obliterating segmentation in any and all guises. This has become possible by ever greater appreciation of the data being captured online, and how powerful it is in comparison to audience segments determined by antiquated systems. Just how powerful the distinction was quantified by McKinsey and Statista in a variety of reports, concluding in as much as 20x (twenty times) the return from traditional email marketing, triggered, and omnichannel campaigns combined. Putting that into perspective is like offering your company 20x the gross profit for the whole of last year! No wonder the dawning realisation of this prowess is causing shock-waves among traditionalists.
So beware the software that gaslights the truth offered to you, about their solution. Segmentation is not personalisation, it never was nor will ever be. You can’t lump people together because of some nefarious reason and agree they they are the ones most likely to buy a specific product. Instead imagine the ability to have solutions offer you individuals (the ultimate segmented audience #1) that not only have a high prevalence to purchase a specific item, but then actually offers that product to them on the day and time that data offers the highest probability of them making that purchase.
We better make a clear distinction here before we lose you, by automation we mean that no human-being at any stage, has any involvement whatsoever with the process. None! As a pirique test enter “email automation” in Google, and see what comes up. We’ve done the same. Up come all the usual suspects each saying “You can set up our process to automatic” without pointing out it is only for for such and such an element. And therein lies the rub. If so much data is being analysed from that captured on your site, a human being doesn’t stand a chance of knowing what’s going to deliver the highest returns even if tables are delivered for them. Why? Because it is a moving feast. No sooner have you collected and collated the information than it has changed. You can’t hope to keep up.
Therefore you need a system that not only collects, collates but then implements the solution for you. So new to email marketing is predictive personalisation software (PPS). One such example is offered from Microsoft Partners, SwiftERM the personalisation SaaS. This simple plugin, can be adopted by SME and Enterprise ecommerce retailers alike, delivering the exact product selection for each and every individual consumer at exactly the time they are most likely to buy it. Thereby completing the wheel, and a traunch of marketing is thus addressed completely.
With any PPS software AOV skyrockets, and the consumer only sees products most akin to their current thoughts – i.e. what they looked at last night or even this morning. This is quickly followed in performance as return rates fall through the floor. Who is going to send product back that they want? Plus if they are buying products they want, why on earth would they also buy products they didn’t want? Just to satiate some spurious emotional demand? No, they were searching but not finding, it took an algorithm of each individual’s own personal unique actions to offer them the pinnacle of that search – what they wanted.
This then all culminates in ever greater customer lifetime value, and the natural progression of that, their loyalty. You are going to loose far fewer customers if you only ever offer them what they want. In our own comparison of suppression rates, between PPS and a leading ESP, reduced by 99%. Consider how that would reflect in sales, it’s huge. Let your competitors envy the obvious and enormous warmth and appreciation felt by your consumers over theirs – who, by the way, become easy pickings for those without it.
It should be explicit said about PPS software, that it negates the need for marketing professional to be involved in one element alone – personalisation. By all means complement marketing and promotional offers, segmenting where that requirement is a necessity, but never forget that the most expensive element in email marketing – employing staff, is a long way shy of being that which delivers the greatest ROI.
The post SaaS and subscription models for ecommerce appeared first on SwiftERM.
SaaS and subscription models for ecommerce. Two current trends in software go hand in hand but aren’t the same: software-as-a-service (SaaS) and subscription. SaaS refers to how the software is deployed and delivered to the end customer, while subscription refers to how that software is monetised. All too often, however, these two concepts are umped in together. Let’s take a look at how they differ and how they can complement one another.
The ways in which software is deployed or delivered to the customer are called deployment models. In the SaaS deployment model, the software supplier chooses to host the software or a major component of the application and provide it as a service to the end customer. The entire burden of running the service – including hosting, maintenance, and updates – is with the supplier; this includes all costs related to hosting and management, increasing the expenses for the supplier. Because of the ongoing costs associated with SaaS, it requires a recurring revenue model.
SaaS is not the same as cloud deployment, though this is another area where terms are often used synonymously – in error. A cloud solution means that the software runs in the cloud, as opposed to in a local data center. Cloud solutions may be managed by the end customer. Other common deployment models include on-premises (where applications are installed locally, often for reasons such as the need for air-gapped environments or requirements for computing power that may make certain workloads not ideally suited to deployment in the cloud) and embedded (where software is installed in hardware or devices).
SaaS is the most rapidly growing deployment model. In a recent report, 59% of respondents indicated that SaaS would grow as a percentage of overall license revenue in the coming 12 to 18 months. As found in IDC’s Worldwide Software Business Model (Subscription and License) Forecast, 2021–2025, the subscription business model will continue to grow rapidly in the coming years, with a compound annual growth rate (CAGR) “of 17.9% for 2020–2025,” representing “83% of total software revenue by 2025.”
Monetization models are economic models that describe how customers pay for software. A subscription monetization model is tied to the duration of the contract and is usually paid in annual installments. Subscription (also sometimes referred to as term licensing) is a recurring revenue model that results in a steady recurring revenue stream. The stability of subscription monetization depends on the subscription terms and on customer success and retention.
Subscription lends itself well to the SaaS deployment model because the supplier needs a recurring revenue model in order to maintain the service. Subscription is also applicable to and increasingly popular for other deployment models, particularly for on-premises deployment.
Other monetisation models that deliver recurring revenue include outcome-based models (in which customers pay based on measurable value), and usage-based models (in which customers pay based on actual use of software). In contrast, non-recurring or one-time monetisation is also possible through the perpetual (a.k.a. perp) monetisation model. In the perpetual model, buyers pay once for unlimited use of a supplier’s software. This requires a large up-front investment by the buyer, also making it much less valuable to the software company selling it.
Subscription monetisation provides multiple benefits for suppliers and buyers, leading to the strong trend away from perpetual monetisation, toward subscription. This trend is true both for on-premises and SaaS deployments.
The SaaS deployment model and the subscription monetisation model may certainly be used together with great results. Adopting these models – individually or in combination, as is increasingly the case – requires clear understanding and analysis of their differences, the needs they meet, and the benefits they deliver for your business initiatives and financial goals.
The post The essentials of personalised marketing appeared first on SwiftERM.
The essentials of personalised marketing. Personalisation has changed marketing from the bottom up, improving the customer experience, and, in turn, making businesses more profitable. Yet, many companies continue to fail at implementation. It is important to appreciate the benefits of personalisation to ecommerce. Less appreciative people settle for adding a first name to email subject lines, and believe that the personalisation box is ticked. Some are so confused they don’t even try. So here, we will try toclear up some questions surrounding personalisation, and what it takes to get right.
Marketing personalisation or one-to-one marketing, is the practice of using data to deliver brand messages targeted to an individual prospect. This method differs from traditional marketing, which mostly relied on casting a wide net to earn a small number of customers. With billboards, cold calls, segmented emails, and more, traditional marketing emphasised quantity of messages over their relevance. Analytics has become much more sophisticated and data on individual prospects grown exponentially. Today, marketers take advantage of both to deliver prospects the most relevant message at the ideal time.
If you’re a traditional marketing mind, you may wonder why businesses are out with the old and in with the new. In plain terms, it started with consumers, who, after years of bombardment with irrelevant marketing emails, began tuning out.
They hung up on the telemarketer, they flipped the channel as meaningless ads permeated their lives: in cars, offices, even homes. Soon, they couldn’t escape the feeling that businesses didn’t really want to help solve their problems. Businesses wanted to make money, even if it meant interrupting a family dinner or the Super Bowl. That perception lingers today. Research shows that 63% of consumers are highly annoyed with the way brands continue to blast generic advertising messages repeatedly.
What customers want, instead, is marketing personalisation. According to an Epsilon survey of 1,000 consumers aged 18-64:
More than half of consumers even say they’re willing to hand over their personal information, so long as you use it to benefit them. So, how do you use it to benefit them?
It’s not easy to determine the benefits your customers are seeking at any moment. The reason, primarily, is that those specific benefits vary from situation to situation, business to business. However, there are three common strategies that every brand can build of off of to ensure they create a strong personalised marketing plan:
Your personalisation strategy should span every device and channel, and your CRM should reflect anything you’ve learned about your prospect along the way. Avoid scenarios like those above, and instead, aim to know exactly what your prospects have done, the kind of messaging they’ve responded to, the type of content they like, their communication preferences, and more.
If you know they read a lot of your content on social media marketing, send them more content about social media marketing. Send them blog posts, podcasts, ebooks, and tip sheets. If they’ve already bought your product, make them aware of newer versions, bug fixes, use cases that help them take advantage of its full potential. Successful personalisation in the funnel is like playing chess. You have to think several moves ahead.
The preceding are strategies, and when you start perfecting them, tweaking them with more data, your customers start to see the following benefits, which apply to all businesses:
On a broad scale, this could be blog posts optimised for popular keyword search terms throughout each stage of the marketing funnel. On a more granular level, it may look like a chat module that allows your business to respond to customer issues immediately. The sooner you make yourself available, the better, research has found. According to a study on lead response time, the chance of converting a lead is 100x greater if contacted within five minutes. The more data you gather, and the deeper you dig, the more you’ll discover what your leads are looking for when they make contact. And once you’ve done that, you can serve them what they need the moment they need it.
The biggest challenge of personalisation is scaling it. Obviously, no matter how many people work in your marketing department, you can’t manually create an email for every customer. You can’t manually create an ad for every prospect. But, you have to maintain that appearance, and that requires the right tools. For starters, here’s what you’ll need:
That user data could be, for example, age, household income, browsing habits, purchasing behaviour, demographics, location, device, and more. Then, the DMP can analyze the performance of those segments and assist in the optimisation of future campaigns.
Consumers say they’re more likely to respond well to an email if it looks like it’s made for them. Dynamic content can accomplish this, as can segmenting, but twenty times less effectively as it is with triggered email solutions too. And it doesn’t even have to be that complicated. If a consumer receives an email that is unique to their own personal relationship with your site, you should appreciate the power this has over the very best alternative, showing them anything else.
“Personalisation” gets used a lot in blog posts, reports — too much, maybe. It’s become a buzzword with muddled meaning. Some hear it and think name in subject line. Others think it more to do with algorithms so powerful they identify expecting mothers from buying behaviour. Really, the best personalisation lands somewhere between the two. Simply unique to the individual to which your message is being addressed.
Consider this email from footwear retailer Eves and Gray from email personalisation software solution SwiftERM. Addressed to a named individual yes (to satisfy those mentioned earlier) but then less appreciated – at first glance, is that every product in the content is a ranking of highest buying propensity based on both previous buying history and navigation, clicks, lack of clicks, prior email content response etc. If they lookout at it last week and then got this today, it satisfies so many possibilities as to why that purchase didn’t;t go through, especially if this included the previous buying pattern into the consideration by the algorithm.
When creating any form of internet advertising, personalisation is paramount. Internet users respond to relevance and trust. Anything outside of that won’t earn conversions.
To establish relevance and trust through personalisation, every campaign’s ad and post-click landing page must match. That means headline, imagery, logos, and brand colors. Together, these reinforce your brand identity and assure visitors that they’re in the right place while delivering what was promised in the advertisement.
Today, businesses can work marketing magic with email. Messages via this channel are non-invasive, they’re easily consumable, and they’re also highly customisable. Using dynamic content, email subscribers can receive offers uniquely tailored to their demographics, psychographics, firmographics and behaviour. Here’s a great example of dynamic content from Sephora, which has this particular campaign set to deliver one email if the recipient has spent more than $200, and another if they don’t.
While it was once one-way photo and text-blasting to followers, social media has become highly personalised. Likely, you’re familiar with Facebook’s “trending” bar, which is tailored to the behaviour of prospects. Its Meta Pixel is also one of the most powerful retargeting tools in marketing. Implanting it on the back-end of a web page allows marketers to target people on Facebook who didn’t convert.
Other examples of increasing personalisation are Snapchat’s geofilters and games, Twitter accounts dedicated to individualised customer support, and recently, Instagram’s newest emoji slider feature, which allows account holders to poll their followers. In that poll (pictured below), the emoji can be slid from left to right to indicate how strongly a user agrees or disagrees. That information can then be used for more personalized content in the future.
McKinsey research shows personalisation reduces acquisition costs as much as 50%, lifts revenues by 5-15%, and increases the efficiency of marketing spend by 10-30%. On the flipside:
Understand the motivation behind personalisation and take a trial with SwiftERM, the most robust post-click automation SaaS available for your platform. It can be used as either a stand-alone email facility for SMEs or used by Enterprise retailers to complement their existing ESP for massive amounts of otherwise lost opportunity.
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