Introduction:

This template has been designed as an aid for the personalization of your automated marketing campaign.

At Process Street we recognize the fact that personalized marketing campaigns provide you with the opportunity to build strong relations with your prospects, seemingly before you know anything about them.

Companies of all sizes capture amazing benefits from adding a touch of personalization to their marketing campaigns.

For example, personalized emails obtain a transaction rate that is six-times higher than generic emails.

Despite the huge benefits personalization can have, 95% of marketers are found to not know how to use personalized data.

This is where this template steps in. This template runs through a few processes that act to personalize your marketing campaigns.

As a small business owner or marketer, you can run this template anytime you wish to remarket your ads. You will be presented with form fields, such as the long text form field and multiple-choice questions. You are required to populate each form field with your specific data.

More information on how to use each form field is provided in the 'Enter Checklist Details' task. 

You will also be presented with the following:

Record checklist details

To begin this Personalized Marketing Campaign Template, enter the required details into the form fields below.

These are all examples of form fields, which are fields of information which can be filled in by a user working through a checklist from this template.

More information is provided for each form field via our help pages:

This is a stop task, which means you cannot progress in this template until the required form fields are complete.

Segment your sign-up forms:

Personalize your email sign-up form

It is possible to personalize your email sign-up forms. This is what we will look to personalize first.

You decide how you would like to segment your audience. Then take your normal opt-in form, and edit this form to segment your audience as required.

You do this by asking relevant questions to your audience as they sign up. For example 'what state are you from' will segment your audience by location.

Record how you would like to segment your audience in the long-text form field below.

Complete the subtask checklist below.

  • 1
    Edit your email sign-up form, using relevant questions to separate your audience as required
  • 2
    Make sure your sign-up form obtains the user's email address

With the information gathered, you can then send content relevant to the user's response.

Consider ways you could edit your content. You will create your tailored content in the next stage of this template.

  • 1
    Consider ways you can edit your content to make it personalized

To aid your understanding of how you can tailor your email sign-up form to segment your audience, you can view an example provided as the next stage in this template if you wish.

Select 'Yes' or 'No' from the dropdown form field to be directed to the relevant stage in this process.

You might choose to segment your audience based on:

  • Geographic location

  • Age

  • Interests

  • Behavioral data such as customer vs. prospect

  • Transactional data like past purhcases or a particular plan

Personalize your sign-up form example

We have gathered this example from Segment.

At first, the opt-in form seems like any other.

As you progress through the form however, you are presented with more questions allowing Segment to gather more information about you.

At first, this looks like a normal opt-in form. As you continue through, however, you are asked questions that allow Segment to gather more information about you.
You are asked whether you want to signup for yourself or your company.
You are asked to provide your companies name, size, and your role.
Your answers to these questions trigger an automated response based on the segment (job title, company size, etc) you selected.

Optimize your segment campaigns:

Consider content personalized examples

Once you have obtained the email address of a given user and information for segmentation, you can begin the real work of creating personalized content.

The multiple choice form field below lists common ways the audience can be segmented.

Select each to be presented with an example of how content can be personalized for that segment.

  • 1
    New subscribers
  • 2
    Incomplete accounts
  • 3
    Interest based
  • 4
    Location
  • 5
    Inactivity

View personalized content for new subscribers

New subscribers will want information on how to get started, and to understand how your company works.

You can send personalized content, in this case, to iron out any confusion.

You are presented with our website form field and our file upload form field. You can plan out your email content targeted towards new subscribers.  You can then enter the URL link for online documentation of this plan, or upload this plan as a file respectively.

With content personalized for new subscribers, make sure you plan for the following:

  • 1
    Answer common questions customers ask in regards to your product/service
  • 2
    Provide a concise explanation of what your company/service provides
  • 3
    Make sure your content is engaging
Personalize content for new subscribers, like this example produced by Lyft.

View personalized content for incomplete accounts

For audiences that have incomplete accounts, you can send email reminders for them to finish setting up an account.

You are presented with our website form field and our file upload form field. You can plan out your email content targeted towards users with incomplete accounts. You can then enter the URL link for online documentation of this plan, or upload this plan as a file respectively.

With content personalized for incomplete accounts, make sure you plan for the following:

  • 1
    Consider adding the subscriber's name for greater personalization
  • 2
    Make sure your content is engaging
  • 3
    Indicate the user's profile setup status
  • 4
    Provide a link for the user to follow and complete their account
Personalize content for incomplete accounts, like this example produced by Hired.

View personalized content for interest-based

If you segmented your audience based on audience interest, you will want to produce content that is specific to the user's interests.

You are presented with our website form field and our file upload form field. You can plan out your email content targeted towards users with specific interests. You can then enter the URL link for online documentation of this plan, or upload this plan as a file respectively.

With content personalized for users with specific interests, make sure you plan for the following:

  • 1
    Create engaging content
  • 2
    Highlight the topic of your content
  • 3
    Allow the user to easily unsubscribe
  • 4
    Send a triggered email if the user unsubscribes
You can send personalized content based on users interests, like the above example. This is an email targeted towards users with an interest of dogs.
You can send a triggered email if the user unsubscribes, like the example above produce by Hipmunk.

View personalized content based on location

Segmenting your list based on location allows you to promote specific events happening at a specific location only.

You are presented with our website form field and our file upload form field. You can plan out your email content targeted towards users based on location. You can then enter the URL link for online documentation of this plan, or upload this plan as a file respectively.

With content personalized for users based on location, make sure you plan for the following:

  • 1
    Make sure the event title is clear
  • 2
    Make sure the event type is clear
  • 3
    Make sure that the event date and location is clear
  • 4
    Provide an concise explanation in regards to what the event is about and its aim
  • 5
    Make sure content is engaging
Segmenting your audience based on location provides the opportunity to provide content advertising specific events at the location of the audience. Take a look at this example by 99u.

View personalized content based on inactivity

You can segment an audience based on the audience's activity. You can send triggered emails when users haven't interacted in some way over a set period.

You are presented with our website form field and our file upload form field. You can plan out your email content based on user inactivity. You can then enter the URL link for online documentation of this plan, or upload this plan as a file respectively.

With content personalized based on user inactivity, make sure you plan for the following:

  • 1
    Include the user's name
  • 2
    Include some important updates that they have missed that may work to re-engage the user
  • 3
    Make sure the content is engaging
View the above example produced by Facebook. This email is notifying the user that they haven't been active for some while, re-engaging the user.

Consider how you could use demographic data to segment your audience

You can personalize your emails by segmenting your audience in other ways. For example, audience segmentation based on different demographics.

Consider how you would segment your audience based on demographic data for example age, gender or ethnicity.

Personalize your emails with psychographics

Demographic segmentation can cause incorrect assumptions to be made in terms of your audience. Consider using psychographic information to segment your audience instead/as well.

  • 1
    When segmenting your audience, consider the different psychographics.

Segmenting your audience and personalizing your campaigns based on demographics can cause issues, as you make assumptions about your audience.

For example, different aged women might buy the same specific variant of your product, let's say a candle. So segmentation via age in this instance can cause false assumptions to be made about what candle the women may want.

You might have two psychographics. One woman wants the candle as home decoration and the other uses the candle to relax.

Personalize other aspects of your emails

There are other ways you can add personalization to your emails, which will significantly impact the success of your campaigns.

One way is to create a personalized subject line.

Here a few things to consider when creating your personalized subject line.

  • 1
    Adding the user's name to the subject line.
  • 2
    Make sure that the personalization is natural.

Consider the below example produced by Converse. The name of the Converse brand isn't in the subject line itself, but the line works as the users know the email is for them.

Consider the subject line example from Converse.

You can upload an example of your subject line/s plan using our file upload form fields below. Alternatively, you can copy the URL link to any online document detailing this subject line plan.

An email with a personalized subject line is 26% more likely to be opened.

Use dynamic content to personalize email designs:

Consider using dynamic content to personalize your emails

You listed how you could segment your audience based on both demographic data and psychographic data below:

Audience segmentation based on demographic data

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Audience segmentation based on psychographic data

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  • 1
    Set up dynamic content in your emails to send personalized content based on the above audience segmentation

Based on the data that you collect, you can send unique messages to your users.

Personalization does not have to be a time-consuming task. With modern technology, it can be fairly easy and straightforward.

You can segment your emails based on age, gender or any other demographic and psychographic data.

The running company Brooks delivered a campaign that sent recipients personalized content based on their location and the weather at that location.

Convert with a personalized homepage:

Personalize your homepage

Personalizing your homepage is another great way to boost your subscriber numbers. Begin personalizing your homepage by segmenting your list. Check off the tasks on their completion from the subtask form field below.

  • 1
    Segment your audience
  • 2
    Create a homepage for each segment

We have created an example of a personalized homepage. Select 'yes' from the dropdown menu to view this example if you wish.

This is a conditional logic step. Selecting 'yes' or 'no' will direct you to the relevant stage in this process.

Micro conversion is a small step on the path of a visitor towards your primary conversion goal.

Did you know that 58% of marketers say that a website's homepage is the most personal experience someone can have with your brand?

Based on this information, we can safely suggest that the homepage is the first step in getting a conversion.

Marketers call this type of conversion micro-conversion. That is, users don't go onto your website in this first instance to buy.

They start by completing smaller steps first. This may include clicking your Call To Action or signing up for an email newsletter.

View personalized homepage examples

Personalization is about putting the most relevant information at the forefront. Below are examples of personalized homepages from the company Optimizely.

The original homepage for the company Optimizely.
Personalized homepage examples from Optimizely.
Personalized homepage examples from Optimizely.

To create these personalized homepages, four groups were selected. Shopper from Target, late-night shoppers, visitors from the travel industry and visitors from Microsoft.

Test your personalized homepage

Once you have segmented your audience and created a personalized homepage for each segment, you can test how well these personalized homepages performed in terms of the Call-To-Action. 

Check off the subtasks below when analyzing the level of interaction towards your Call-To-Action.

  • 1
    Measure the level of engagement
  • 2
    Measure the overall conversion rate
  • 3
    Measure the micro-conversion rate

By personalizing the homepage, there is often an increase in the level of engagement achieved. This is because the content is unique, and speaks to different audiences.

Sources:

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