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Automation has made customer personalization one of the most important tools in a marketer’s tool belt. I’ve been a software developer for over 20 years and have created multiple programs and plug-ins, one of which allows users to send automated personalized reminder emails to customers.
How important is automation? According to a study by a software company, 53% of the companies surveyed were using marketing automation in 2017, and 37% said they were planning to use it. Here’s how you can use automation to enhance the personal experiences of your customers.
Show Customers Other Items That May Interest Them
One of the most common, and well-used, tactics in the e-commerce space is predicting items that customers may like to purchase on return visits. Amazon has nailed this process by creating a list for people based on things they’ve purchased previously.
This tactic can work because it helps the customer feel more connected with your brand by showing them items that they might like or be able to use. Automated predictive analytics allow you to predict what customers might want to buy by looking at the behavior of similar customers and making choices on what other products might complement the first product they purchased. For example, if you sell nothing but pet products, and a customer buys cat toys, the customer will be categorized as someone who buys products with the cat tag, and then your system will make recommendations accordingly.
It happens in the blink of an eye, but automated predictive purchasing is an excellent way to boost personalization.
The type of automated predictive analytics software that could work best for you depends on the size and scope of your business, as well as your specific needs. There are plenty of different types of software out there for you to choose from, including Microsoft Azure Machine Learning Studio and IBM SPSS Predictive Analytics Enterprise. Do your research to determine what software might work best for you.
Reach Their Inbox
When marketers discovered that they could automatically segment their lead lists and send out specific emails to specific customers with targeted marketing, it changed everything. A lot has changed since that time.
Now email automation is bigger than ever before. There are a whole host of ways you can use your customer’s inbox as a way to increase their sense of personalization. For example, you can send out simple reminders to customers based on their experiences on your website.
Abandoned cart emails are one of the most popular techniques to pull visitors back to your website after they leave. Before abandoned cart emails, if a customer put items in their cart but left your store without making a purchase, you’d have to hope and pray that they came back to complete it. This simple nudge could be exactly what your visitor needs to come back and complete their order.
Automated email reminders don’t have to end there. You can send additional reminders to customers who opened previous marketing emails but didn’t click on your link. This simple retargeting technique can help you increase your conversions and keep people engaged with your brand.
Businesses can send automated emails using one of the numerous email software options on the market. The type of software you select may depend on a number of factors, such as whether you’re operating an e-commerce storefront or you’re a blogger using affiliate marketing (just to name two groups). Think about the size of your company and whether the software has the ability to scale up so you can send 100,000 emails just as easily as you can 500. The ability to integrate existing leads into your list is also a must-have feature for many businesses.
On-site personalization is a great way to show your audience that you’re paying attention to them and want them to be satisfied. In my experience, many consumers like it when they go to a website and it seems to respond to their behavior.
A common tactic for marketers is to install a smart exit pop-up on their website to entice viewers with one last offer before they go. The automated technology tracks the user’s mouse, and if they seem to be getting close to leaving the page, a pop-up will appear on screen that encourages them to sign up for your email list or perhaps offers them an exclusive timed discount.
Exit pop-ups can also use conditional logic to keep customers on the page. In this case, if someone goes to your website, reads one blog post, but doesn’t sign up for your email list, an exit pop-up will be triggered as they attempt to leave. This is your attempt to let them know that you regularly update your website and/or send out special offers and that you don’t want them to miss out.
If you’re wondering how to install smart exit pop-ups on your website, there are a number of companies that offer tools to help you. To find one that suits your needs, simply search for “website exit pop-up” on Google. Take a look at a few of them, and figure out which one could work best for your business.
Technology is growing rapidly, and the customer experience is growing more personal as time goes on. We’re at a point where we can pinpoint specific customer behavior and use those insights to help improve their experience. I believe we can expect more businesses to invest in this technology as time goes on.
Remember that technology is a means to an end, not the end. It’s up to you — the business owner or marketer — to make the final call and make automation technology work for you, not the other way around.
April 2, 2019 at 08:15AM
Forbes – Entrepreneurs