3 Ideas to Steal from Unbounce’s Hyper-Personalized Customer Marketing Campaign

When’s the final time you felt particular?

Go forward… shut your eyes and visualize the final time your boss known as you out in a bunch to acknowledge your glorious efficiency. Or the final time your grandmother mailed you a particular batch of your favourite cookies.

Now, think about having the ability to replicate that feeling in your viewers with a advertising marketing campaign.

Hyper-personalized advertising campaigns make your prospects really feel particular… and positively impression your KPIs. Feeling these heat fuzzies but?

Downside is, one-to-many communication is tough.

And whilst you might not be capable of give individuals the very same feeling they get from a particular supply of grandma’s cookies, exhibiting empathy and delivering personalised messages actually can make prospects really feel such as you perceive them. (And that can have a constructive impression in your marketing campaign’s KPIs.)

However that you must be keen to go additional than simply calling them out by identify…

Unbounce’s latest pricing replace marketing campaign

In March 2017, Unbounce launched a marketing campaign to roll out our new pricing plans. We knew pricing plan updates have been a delicate topic, so we needed to go above and past to elucidate precisely how our new pricing plans could be delivering extra worth to our prospects.

We injected a little bit of humor and an entire lotta personalization into the marketing campaign:

We realized so much alongside the way in which, and we wish to share step-by-step directions for 3 of the simplest techniques we used to created ultra-personalized messages for an viewers of 10K+ Unbounce prospects:

1. A customized picture delivered as a part of an e mail sequence (which boosted e mail click-through charges)
2. Hyper-customized touchdown pages with Dynamic Textual content Alternative to make sure that our messaging was tailor-made to each cohort we focused with our marketing campaign
3. A immediate for purchasers to set a personalised calendar reminder for the date the deal was set to run out

Let’s put all that information you’re gathering on results in good use, we could?

Concept #1: Create a customized picture and increase e mail click-throughs

As they are saying, the most-loved phrase in any language is your personal identify. For our marketing campaign, we experimented with sending an e mail that contained a picture thumbnail personalized with the reader’s first identify:

Each e mail we despatched included this picture, personalised with the identify of the recipient.

We hypothesized that this is able to lead to a rise in e mail click-through fee.

How’d it carry out?

Earlier than we rolled out the personalised thumbnail in our personal marketing campaign, we did a small batch take a look at to validate our speculation {that a} personalised picture may enhance click-through charges. Right here’s the way it performed out:

*Click on-through fee on open exhibits: of the recipients who opened the e-mail, what number of clicked.

Whereas a 5 % distinction might not look like something to jot down house about, that’s a relative distinction of 52%. Utilizing a personalised thumbnail helped us attain our conversion purpose and it even spurred replies like this:

I believed you’d by no means ask!

Methods to personalize a video thumbnail picture

First, we constructed the bottom picture (the image of Kieran above) and edited the picture in Photoshop so as to add the textual content.

Subsequent, we uploaded the picture to a third-party software known as Cloudinary, which carried out all of the heavy lifting of customizing a picture for 10K+ readers: Cloudinary saved the bottom picture and adjusted out the textual content for every particular person identify.

You may get into all of the nitty gritty particulars of their cloud picture manipulation by studying Cloudinary’s documentation, however right here is an total rationalization of what we did:

Concept #2: Personalize your touchdown pages with Dynamic Textual content Alternative

Now that we had secured a wholesome click-through fee on our emails, we needed to make sure that the post-click expertise was simply as pleasant for purchasers.

To match our hyper-personalized emails (left), we created a single touchdown web page for every cohort within the marketing campaign, personalised with the reader’s identify and plan kind (proper):

We additionally included this personalized picture within the footer of the web page, for purchasers who wanted additional assist and needed to talk to assist:

How’d you do this?

Dynamic Text Replacement (DTR) is an Unbounce function that permits you to swap out touchdown web page copy to be tremendous related to readers.

The facility of DTR is in its means that will help you create flawless message match between your emails and corresponding touchdown pages. Sturdy message match will increase conversions as a result of it reassures individuals they’ve come to the precise place.

We hypothesized that personalizing the touchdown web page with the shopper’s identify would let guests know that they made a “good click on” — and by seeing their very own identify all through the web page, guests would keep lengthy sufficient to learn by means of the brand new plan particulars.

Methods to Use Dynamic Textual content Alternative

Step one is to prepared your touchdown web page for Dynamic Textual content Alternative so you’ll be able to sub in your prospect’s identify (or different piece of private data):

Subsequent, you’ll wish to generate a URL that can move parameters (e.g., first_name) out of your e mail to your touchdown web page using DTR.

Use the next format to make the URL that you simply’d prefer to hyperlink to:

[landing page URL]?[parameter]=[value]

For instance, your hyperlink may look as follows (the place *|FNAME|* is the primary identify merge subject in MailChimp):

http://www.yourcampaignURL.com/?identify=*|FNAME|*

When you’ve generated that hyperlink, you’ll be able to hyperlink it out of your e mail’s name to motion button. Now, your prospects will obtain an e mail with their identify, click on by means of the CTA and land on a touchdown web page that additionally calls ’em by identify. Magnificence, eh?

Bonus tip:
Typically we’re so centered on getting the lead that we neglect about what occurs subsequent. The thanks web page or affirmation dialogue field that seems after a customer converts is all a part of the expertise.Use DTR to personalize your kind affirmation — it’s a easy tactic, however it provides an entire lotta delight.So as an alternative of this:

Your guests will see a personalized kind affirmation message, like this:

Concept #3: Assist customers set a personalised reminder

What in case your reader is inquisitive about your supply however they’re not fairly able to take you up on it? Don’t allow them to bounce and fully neglect about it!

In our marketing campaign, we provided abandoning guests the possibility to set a calendar reminder the week earlier than their deal expired with the assistance of an on-exit popup and a software known as AddEvent:

The popup prompted the customer to create a personalised reminder immediately of their calendar software of alternative. Prospects who set this up would obtain a reminder every week earlier than their customized deal was to run out.

(Bonus: this allowed our crew to higher forecast when a bunch of conversions have been about to roll in.)

Methods to immediate guests to bear in mind your supply

When you’ve created an AddEvent account, setting it up in Unbounce is as simple as one, two, three:

1. Seize their Common Script and add to your landing page or popup.
2. Set the specified time zone by deciding on the nation/area the place the occasion is positioned
3. Customise another AddEvent parameters and add the ultimate code snippet to wherever you need the button to look.

Is it pleasant? Or simply creepy?

Like anything you implement in your web page, you’re going to wish to totally take a look at these techniques to see what impact (if any) they’ve in your conversion charges. (Higher protected than sorry!)

And bear in mind to maintain your personalization techniques in examine… the purpose is to thrill the shopper, not creep them out!

Over to you: How do you personalize your campaigns? Tell us within the feedback!