Last week we looked at conversational marketing trends, including tips such as using chatbots and engaging users in social media direct messages. Today, we’re adding personalization to the mix—use it in your conversational marketing efforts or with other types of campaigns.
What Is Personalization in Marketing?
Personalization in marketing occurs when you use data about potential clientele to customize marketing content for them. One of the most common examples is including someone’s name in direct mail or email marketing. It’s much more effective to say “Dear Marcus” than to address correspondence to “Current Resident,” for example.
Other examples of personalization include:
- Using demographic data to customize offers
- Using potential clientele’s past behavior to create more targeted messaging
- Directly answering a question or concern via conversational marketing
Ways Deathcare Firms Can Engage in Personalization in Marketing
If you haven’t had a chance to read last week’s post on conversational marketing, check it out. Engaging in a one-on-one conversation with consumers is one of the best ways to personalize marketing. Other ways deathcare firms can personalize marketing include:
- Segmenting email lists. When possible, segment your email lists by demographic information such as age, religious background, or income. These data points often play a role in what type of deathcare services someone may be interested in, and you can customize marketing emails to each segment of your audience for greater personalization and better performance.
- Using first-party data. First-party data is information you collect on your potential clientele or website visitors. You can gather information about what information people engage with most on your site to understand their needs. Then you can use programmatic content to offer them more of the same. For example, if someone is reading a lot of preplanning information on your site, you might have a chatbot let them know about a preplanning webinar or how they can make an appointment to learn more.
- Creating dynamic email campaigns. Dynamic email campaigns let you send customized emails to each person. For example, you can include a person’s name and some specific details relevant to location or city (especially if you serve clientele across a large region).
Obviously, creating marketing content of any type takes work, and personalizing it involves a bit more thought. Don’t worry, though. Next week, we’re looking at a trend that takes some content-creation burden off your shoulders.