The technology behind creating content based on your target market has drastically evolved, making the process efficient and easier. According to research conducted by Evergage, many marketers agree that personalization is the most effective strategy for retaining the customer.
To successfully implement personalization strategies, you’ll need sufficient data and insights. Bringing data from different systems remains a challenge for about 55% of marketers – you can create unique content on websites or social media, but personalized content is most effective in email marketing campaigns.
Sending individualized emails is not rocket science; however, using personalized emails to enhance conversion rates requires more than adding “First_Name” to your introduction.
So, how can companies gather the needed data? For starters:
- Doing business with them
- Tracking visitors on your website
- Sign-up forms on your website
- Sales networks
- Third-party apps
All this data is usually gathered inside your CRM system. Collecting basic information such as name and address can make your email communication simple, but not as effective. Make a list of data fields you want to acquire from your customers - name, address, and contact numbers are a given, but you also want to be able to track their purchase history, product interest, contact history, etc.
How integrating your CRM and ERP system enhances your campaign.
The 55% of marketers that struggle to bring all the data from their ERP system into their CRM system can utilize third-party integration apps to gather all the data collected from marketing automation systems or accounting tools into their CRM system. The integration between the two systems allows you to create custom fields where necessary and capture all the information.
It is crucial to make sure this information is up to date and accurate. Addressing a contact with the wrong name won’t do your marketing and sales efforts any good. Make sure you provide a personalized link in each email where the recipient can alter their own contact information; this will help to keep your database error-free.
Finally, always remember to send yourself and your team members a test email to see if everything works. With a test mail, you can confirm whether all conditional content or personalization tags are in proper working order. Good luck!