It’s no secret that personalizing your customers’ experience boosts satisfaction, loyalty, and sales.
Successful personalization delivers a consistent and seamless customer journey across channels (email, website, social, etc.). In fact, according to Salesforce, 75% of consumers expect consistent experiences across multiple channels, with 73% likely to switch brands if they don’t.
To help you get started, we’re sharing three tips for connecting your website and email personalization strategy for delivering relevant, memorable experiences that build brand loyalty, motivate action, and increase sales.
3 TIPS FOR CONNECTING YOUR WEBSITE AND EMAIL STRATEGY
Tip #1: Make Sure Your ESP and Website Talk
Before you get started, make sure your marketing tools are communicating and sharing data. Connecting behavioral data across your website and email campaigns is essential for creating personal and profitable experiences and mapping valuable customer journeys.
Passing data back and forth from the website CMS to email service provider (ESP) ensures that any action taken on the website triggers a corresponding email (think: an abandoned cart email is triggered when a product is left behind in a cart). Remember, the more website data you have to work with, the more targeted, relevant, and impactful you can make your email campaigns. Vice versa, leverage captured behavioral data in your ESP platform, such as opens and clicks, to inform and inspire personalized content for your site.
Check in frequently to ensure your data flows are setup properly and data files, such as Abandon Cart and Order Detail, are regularly imported and performing as expected. If something seems off with the data, start troubleshooting, testing, and tracking.
Tip #2: Tie Email and Website Personalization Together
Use website data to deliver dynamic content in your email marketing that motivates your customers to perform a specific action, then extend that personalization to the web.
For example, if a customer has not finished registering for an account, use dynamic content to display a specific call-to-action to complete registration. Link the customer directly to the registration page and include personalized messaging. For registered customers that have not visited or purchased recently, deliver the same email design, but customize messaging to “we’ve missed you” or extend a special deal to encourage traffic and entice conversions. Display a similar “we missed you” message on the website landing page.
Send targeted emails to display items that a customer has abandoned in their shopping cart or recently browsed. According to Moosend, 45% of cart abandonment emails are opened and 21% are clicked on, while 50% of the users who click complete a purchase. Your website messaging should mimic “there’s something left in your cart” as an enticing reminder to recapture sales.
Add another layer of personalization by showcasing tailored product recommendations or relevant incentives based on past purchases and search history to enhance product discovery, increase cart value, or motivate reorders. Show these same product recommendations, or similar items from that product line, on the website.
Tip #3: Consistent Content is Key
Ensure your content and messages are consistent across email and web for smoother, more meaningful customer experiences and seamless interactions that effectively guide them through the buying process.
If you’re having a sale, launching new products, sharing best sellers, announcing a limited-time promotion, or highlighting other special events, feature complimentary design and copy in both your website content and email marketing. A consistent omnichannel approach helps your customers recognize your brand. This means less customer confusion, and greater engagement and order frequency!
Personal and Profitable Connect Journeys
According to Accenture, multichannel customers are 25% more profitable than human-only experiences. Aligning your website personalization with your email marketing. increases website traffic, deepens customer relationships, and ultimately drives regular, repeat sales.
Need help delivering a consistent, data-driven, and personalized experience to every customer? Contact us to find out how our we can help you provide compelling online journeys across channels that have big impact and high reward – for you and your customers!