2 Simple Ways to Personalize Your Marketing Outreach

How do you personalize your marketing outreach so that you will reach the right people?   When a new company attacks a market, they often take a niche approach. They try to speak to an audience that is currently underserved by existing players with a message or feature that resonates. Whether you call it thin edge of the wedge or establishing a “beachhead,” the logic is that every group, down to the individual person, has slightly different preferences. That’s why there are so many cereal options at your grocery store. With digital marketing, you’re able to take this personalization to the extreme. In fact, according a recent Forrester survey, 63 percent of marketers rated personalization as “extremely important” to their long-term goals. What’s more, an Adobe survey of marketers tapped personalization as the most important feature, above big data and social. The two easiest ways to personalize your marketing outreach are through email campaigns and Facebook ads. Here’s how you can implement these tactics into your customer strategy. Email Campaigns If you do any kind of email marketing, you should almost certainly be using an ESP (email service provider) that integrates with your database of customers and allows you to sort based on different attributes. We use the ESP Klaviyo, though I’ve also heard good things about Customer.io and Vero. When someone places an order with our company, Blank Label, we send basic purchase information to Klaviyo, including customer name, product, price and time of purchase. From there, we can create different lists, such as one for customers who have only purchased dress shirts, and another for people who haven’t purchased in the last 12 months. The...