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3 Ways to Drive Business Growth with Personalization

Article • February 2, 2023 • Written by: Diane Keng

Marketing personalization is a necessity for businesses that want to stand out in today’s market. According to NetCore, 91% of consumers are more likely to shop with brands who recognize, remember, and provide them with relevant offers and recommendations. Here are a few tangible ways to get started in 2023.

How to add personalization to your marketing strategy:

Website Personalization for Layouts & CTAs

One of the building blocks of personalized marketing is testing the efficacy of your website. You can learn a lot about how different elements of your webpage perform with a split or multivariate test. A split test takes one element of your page and presents a different version of it to a fraction of your audience. You can test two, three, four, or more versions of the same element and send it to the same sample size to see which version performs the best. 

In addition to testing CTAs, headlines, and other elements on their own, you can test multiple elements at once with multivariate testing. This works best if you have a large sample size of audiences to test on—around 100,000 visitors a month—as well as enough time to see which variation of elements works best. Our telecommunications client was able to push more than 180 variations in copy to their customers so that every visitor had a personalized and effective experience.

Once you have a basic understanding of the best layout for your website, you can enable personalized marketing by changing elements for each visitor. Having a dynamic recommendations section, for example, will encourage visitors to have more robust interactions with your site, by visiting more than one page and engaging with content for longer periods of time. The more time someone spends on your website, the more you learn about them to grab their attention next time. 

Personalized Email Content

55% of consumers believe that receiving personalized promotional offers and discounts via inbox can lead to a better email marketing experience. Along those lines, 70% of millennials are frustrated with brands sending them irrelevant marketing emails and prefer personalized emails over bulk email sent to a huge batch. In today’s fraught attention economy, email personalization has to go beyond attaching a recipient’s name to the subject line or opening lines of the message. Investing in marketing personalization is worth it if you want to captivate your customers and stand out among the noise. 

Statista stated that 90% of U.S. consumers find marketing personalization highly appealing. You only have a few seconds to capture your audience’s attention, and the best way to do that is by knowing which email offers will resonate the best with each consumer. Perhaps one person will need a push to return to their abandoned online cart, while another would like to know when their local store has restocked. Catering to the needs of your consumers requires a deep understanding of consumer behavior, effective use of data, as well as the ability to act on insights as soon as possible.

AI-Driven Technology

Personalized display ads have a 10x higher CTR than traditional display ads. How do you achieve these results in an affordable and efficient way? The best way to enable such personalization at scale is to rely on an AI marketing personalization tool to help you sift through data points and act on insights that clue you into who the consumer is.

61% of marketers say artificial intelligence is the most important aspect of their data strategy. This is likely due to the fact that AI can process large amounts of data at a faster rate than a human, and can also spot patterns in consumer behavior that may evade the human eye. Entire teams of marketers can be empowered by an AI tool that identifies patterns and immediately enables personalized marketing campaigns based on insight from consumer data.

Marketing personalization can reduce acquisition costs by as much as 50 percent, increase online sales by over 50% YoY, and increase conversions by 10-20%. The great news is that in today’s day and age, it’s easier than ever to provide personalized marketing experiences for your customers. The technology is there, as well as the demand. More than 83% of shoppers are willing to share their data for a personalized experience. Start catering to your audiences by investing in the right tech stack to help you drive business growth with personalization in 2023.

Ready to transform your digital personalization with incredible speed?

Diane Keng

CEO & Co-Founder @ Breinify
Forbes 30 Under 30 for Enterprise Technology