In order to add more personalized marketing to your marketing mix, the first thing you’ll want to do is ensure that you have a way to determine who your top customers are so that you can start by contacting them via email.
You should be able to find this information via the sales data in your shopping cart. If you sometimes bill people for work outside of your shopping cart, look at your invoice system, or if you take payment via PayPal, you can find their name there. If you use bookkeeping software, you can also look at the data there.
Mine the Data
Using the technology you’ve used to build your business, website, blog, email list, shopping cart, bookkeeping, and so forth, analyze who your top clients are.
You’ll need to be asking yourself questions you want to answer about each of your customers as you mine the data. If you cannot answer all your questions right now, that’s okay because that will signal the need to design a way to gather that information if you really need it.
Organize Your Findings
Once you go through your data, put the information together in a way that you can use it. Using customer files, MS Excel files, Trello, or anything that works for you to organize the information so that it can be sorted, added to, and used is essential.
Sending a Personalized “Touching Base” Individual Email
Once you pinpoint the customers you want to contact one-on-one, start digging into their information so that you can gather the facts and information you need to write the email so that it is very personalized and customized. This will help to increase your open rates and garner higher engagement for your email campaigns.
For example, if that person has been with you for 3 years, you’ll want to state so. If they are new, you’ll want to say that, too. You’ll also want to offer any assistance on using newer products they’ve purchased, and ask them to share their thoughts on older products they’ve purchased. Most of all, ensure that you’re not asking them for a sale right now.
Add More Facts to Your Data
Depending on the responses you get after personalizing your emails, add more data to the facts you’re collecting on each of your top customers you have identified. Every piece of information you can glean from your them can help you serve them better – as well as serve the ones you don’t even know yet better.
Improve Your Autoresponders and Tagging
With the information you’ve gathered, you can use it to improve your autoresponders. Take the time right now to add autoresponder messages for every single buyer who purchases a product from you to check in after they’ve had time to use the product to see if you can help them use it or help them improve their experience.
When you use personalization marketing, in many ways, it’s part of a long-game strategy and not something that is going to start working overnight.
Right now, you want to connect with your top buyers – choosing the top 100 or even just the top 10 depending on your time and money resources – and build that relationship closer without selling them. Just get in touch with them, let them know their awesomeness, and be helpful.
Using Tagging to Create Personalized Autoresponder Messages for Your Clients
Let’s take a step back from personalized one-on-one high-touch marketing and think about how the knowledge you learn about your top clients can help you personalize even more of your automated marketing for every customer.
As you go through the steps of setting up the emails and personalized marketing to your top clients, you’ll start thinking about ways to automate this type of nurturing with future clients using a good autoresponder that has tagging ability.
Email autoresponder systems offer different ways to help you automate market segmentation. Some are list based, some are tagging based, and some use both.
A list-based system requires that you create different lists to add people to, and all those people will receive the autoresponder messages you set up for them to receive as soon as they become members of that list.
Whereas tagging works without a list, but due to the tags you set up, accomplishes the same thing that a list will, only in a much more personalized and segmented way.
Using tagging will prevent customers from receiving email messages about products and services they don’t need, want, or already bought. Tagging enhances your ability to send the right messages at the right time to your customers depending on their behavior.
Any person who has subscribed, purchased from you, or somehow interacted with you can be tagged based on their behavior and actions, enabling you to send them very customized and personalized marketing messages.
As you can see, tagging gives you a lot more flexibility and power to segment your audience and customers to a larger degree than you can with a list-based system.
For example, let’s say that you market your social media marketing management system to different types of local small mom and pop businesses. Some of these businesses may fall into different categories, such as food based, décor based, service-based businesses, and so forth. When you use tagging, you can design content and campaigns that are totally personalized toward the various types of small business owners you want to work with – without having to be too general.
In a list-based system, you’d have to create different lists for each category of business. With a tagging system, everyone is on the same list – as some messages will be fine for everyone to receive – but they’ll only get the messages they’re tagged to receive based on their behavior and answers to questions.
Now you can create 10 different very personalized guides about social media marketing designed to speak to each type of business individually. When they sign up for your guide, they’ll click a few boxes and viola. They’ll be tagged to get the right guide based on their business and answers.
For a small business owner, receiving information about Social Media Marketing Management for Salons (if they run a salon) instead of the generic “Small Business” is going to be a lot more targeted and impressive to your customer than the general offer – even if the information is basically the same inside the guide.
The specialized subject lines, description, and examples that you use to demonstrate the information you want to impart will make a huge difference for your customers and your bottom line.