Talk to Me: Tips for Personalized Marketing

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Saying that you’re “talking to a friend” is different than saying, “I’m talking to Jessie.” When it comes to marketing to customers, it can be much more effective if the customer feels like you are talking to them rather than to a generic consumer. This can be achieved through personalized marketing.

Klaviyo has developed a series called “Ready, Set, Grow” that discusses how to personalize your marketing efforts, and Retail Dive has summarized the first five episodes. You can catch the series Ready, Set, Grow on Klaviyo, or check out Retail Dive’s full article.

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1. Forecast future sales with a coming soon page

On the first episode of Ready, Set, Grow, viewers meet Rareform—a company that turns vinyl billboards into custom bags. Since each bag is one-of-a-kind, their website features a Coming Soon page where users can opt in to receive updates about new designs and future releases. This experience not only keeps shoppers engaged, but it also enables Rareform to forecast product popularity based on how many people sign up for each list. As a result, their team can measure demand and price each item accordingly—all while showing customers value. If you’re debuting a new collection or want to gauge interest in upcoming goods, consider adding a Coming Soon page to your website.

2. Recover more revenue with back in stock emails

Have you ever gone to buy a shirt only to find the store was out of your size? With back in stock emails, you can notify customers the moment when certain products are available again. Not only do back in stock emails help you recover sales, they also show shoppers that you’ll do whatever it takes to fulfill their orders. And if you’re a brand that sells out within 24 hours of new product launches like Frankies Bikinis, back in stock emails are a must-have. Fans of the designer swimwear brand rush to open these emails, helping Frankies Bikinis recover revenue and introduce a second wave of excitement. Do your items sell out frequently? Leverage Back in Stock emails to establish goodwill, deepen trust and create purchase urgency.

3. Offer a free sample to turn browsers into buyers

Selling furniture online isn’t always easy—especially when people can’t touch and feel the sofa they’re going to collapse into every day. That’s why Apt2B delivers free fabric swatches to interested browsers. But that’s not all—they also send relevant, timely communications designed to make engagers feel even more comfortable buying from them. Soon after someone receives their swatch, they get an email featuring a video clip of Apt2B’s factory tour. Having their furniture made locally is a huge selling point for the company. And any content showcasing the people behind a brand warms shoppers up for larger purchases. Pair this follow-up email with a reminder or discount offer, and you’ll find similar success with your own free sample program.

4. Extend your brand’s reach through brand ambassadors

If you’re a mission-driven company concerned with raising community awareness, follow in this next brand’s sandy footprints. Based in San Diego, Sand Cloud spreads the word about ocean conservation through its brand ambassador program. Once someone applies to champion the cause, they enter an automated email flow made up of seven different messages—each personalized to that person’s behavior. Through this email experience, brand ambassadors learn about Sand Cloud’s mission, reward points system and, of course, discounts on beach gear. Obsessed with sustainability and giving back? Start your own brand ambassador program and automate exclusive offers to your most loyal contributors.

5. Survey customers to customize their marketing experience

Performance apparel company HYLETE takes personalization to the next level by sending quarterly surveys to everyone in their community. Knowing someone’s age, gender, product preference, workout schedule and fitness routine helps the brand tailor their marketing experience and send more relevant content—content that people actually care about. But when you have a community of over 200,000 people—all with different preferences—how do you scale your marketing communications? HYLETE segments their email automation to four main buying personas: Everyday Athletes, Military and First Responders, Certified Trainers and Investors. Adopting a personalized approach has led the direct to consumer brand to major growth. Learn how you can personalize your email journey and each customer touchpoint by watching HYLETE’s story.