Personalisation of ecommerce marketing is no longer a nice to have. It’s essential.
Consumers have come to expect brands to understand them and articulate this in their messaging. Especially in ecommerce. In fact 74% of consumers get frustrated when brands continue to deliver generic, one-size-fit-all communications. Research from McKinsey shows that consumers expect brands to demonstrate they know them on a personal level, with over 66% saying they want brands to give them relevant product/service recommendations or tailor messaging to their needs.
We also know that personalisation of ecommerce marketing drives performance and better customer outcomes for ecommerce brands. Brands that grow faster drive 40% more of their revenue from personalisation than their slower-growing counterparts.
So why do we still see the same mass-marketed emails in our inboxes? There’s an opportunity gap that needs to be filled by marketers in all industries, but most importantly in ecommerce.
To help guide and give ecommerce marketers inspiration here’s 6 personalised campaigns you could be implementing immediately.
- Basket Abandonment
70% of ecommerce website visitors abandon baskets. This results in losing valuable revenue in the early stages of the buying process. Consumers abandon baskets for many reasons, from getting distracted to being put off by a confusing payment process, so a nudge email that reminds them to come back can work wonders!
Just because the customer has purchased a product or service from you, it doesn’t mean the conversation should end. And if we think about a consumer’s post purchase behaviour it could range from elation to buyer’s remorse. A post purchase campaign can actually influence how your customer feels after a purchase.
Done well a post purchase campaign can:
- Combat buyers remorse
- Increase the likelihood of purchasing again
- Encourage them to feel good about what they’ve bought
- Tell others!
If you sell anything consumable then replenishment emails are one of the best ways to drive revenue. As we all know it costs 5 times more to bring on a new customer than to sell to an existing one.
Not only are these campaigns great for business, they are incredibly useful for the consumer. Replenishment campaigns are campaigns that remind the consumer to stock up or re-order before they run out.
By sending out a personalised email to these customers before it’s time for them to purchase again, they ensure they’re at the front of the customer’s mind, so they don’t stray to a competitor!
Back in stock notifications
One of the most common ways to lose a potential customer is to not have their chosen item in stock. This will leave the customer disappointed, and likely to turn to a competitor.
However, ecommerce brands can reduce the chances of this happening by sending back-in-stock notifications. Many brands have a “notify when back in stock” CTA on their product pages, this allows the brand to send an email when the product is back in stock, encouraging the customer to revisit the site to make the purchase.
Product recommendations are a great way to generate traffic, increase order values and boost ecommerce revenues. Over 35% of Amazon’s revenue is generated by its recommendation engine! Personalised product recommendations are also desired by consumers, with 67% consumers wanting personalised product recommendations from brands.
With ecommerce becoming increasingly competitive together with crowded inboxes, brands need to do whatever they can to remain competitive and be noticed.
Personalised product recommendations are key to achieving this. The reason why they work so well for Amazon is because they are highly relevant – they are based on your previous purchases, personal preferences and behaviour.
Understanding a customer’s context is crucial for providing the best personalised experience. And location is one of the most compelling. A customer’s physical location can have a significant impact on the purchased they make. Both online and offline.
Gotargeting is a tactic that uses the reader’s current location to serve the most relevant content. This works particularly well when promoting products that are only available in certain stores, or even delivering information based on the most local stores.
How to get it right.
Even though these campaigns sound simple enough, there are a few steps you need to take to ensure your campaigns are successful.
4 steps to planning your personalised campaigns:-
- Before you start curating it is important to scope the use case. What do you want to achieve, document what you want the consumer to do next.
- The next step is to define your KPIs. What does success look like for these particular triggers? This enables you to measure effectively and optimise the campaigns to deliver better results.
- Once you have defined these you need to define the different journeys with the appropriate content
- Remember that in some systems (like the Pure360 Marketing Automation Platform) the integration is front end, relying on your website – this makes life much easier!
For any ecommerce business looking to grow, we highly recommend implementing these 6 personalisation campaigns. With benefits to both the customer and the business, what’s not to love about personalisation of ecommerce marketing?
Komal is an award-winning Fractional CMO and has over 20 years of experience in email and digital marketing. Previously VP Marketing at Pure360, Komal now spearheads the Go-to-Market, Retention and Brand strategies for many B2B, ecommerce and travel businesses. A passionate email marketer, Komal is also Chair of the DMA Email Council. As a key industry thought leader and events speaker, Komal is a Contributor for Modern Retail and writes for many other publications including Forbes. Komal’s passion to support greater diversity in the workplace is the driving force behind her commitment to mentoring individuals in the industry. She is also the co-founder of Email Mentors and a Mentor at The Girls Network. She has been nominated for many awards and was proud to win Corporate Woman of the Year ’19 at the Business Woman’s Excellence Awards and to be awarded a Top 50 CX Star accolade in 2022.
Komal has worked with some of the world’s leading brands including Screwfix, Carphone Warehouse, Black & Decker, helping them get the best results from their email and digital marketing.