Profiling: Effective Personalisation

Overview

Much like the About Me section, every piece of information you collect about your subscribers forms a profile that allows you to distinctly personalise their emails. We take a look at how you can build a customer profile on your subscribers for effective personalisation.


Personalisation Profiling

We have spent a lot of time guiding you through the different ways you can get more information on your subscribers. Most notably our guides on Subscription Forms, and Google Forms. Much like filling in the About Me section on a social media account, every piece of information you collect about your subscribers forms a profile.

Building a Profile Page

By now you should know the age-old advice when it comes to getting information about your contacts: Don’t bombard them with endless questions and a form rivaling application to enter a foreign land. Building a profile can be compared to forming a new friendship. You don’t suddenly know everything about a new friend the first time you meet them. You find out more about each other every time you communicate, and it should be the same with your potential business contacts.

Here are some ways to build a profile on your contacts:

Basic Profile Questions: Start Using Basic Personalisation

Meeting someone for the first time always requires one important aspect: A way to address the person you’re speaking to, and communicate with them afterwards. In the email world, that comes in the form of an email address and a first name. Your introductory subscription form should have at least the following:

  • First name: This will allow you to personalise your emails beyond ‘Dear Subscriber.’
  • Last name: Not a requirement, but is useful for deeper personalisation and perhaps a formality should your business require it.
  • Email address: A definite requirement. You cannot communicate with potential clients if you can’t reach them.
  • Cell phone number: Depending on your business model, a cell phone number may be a requirement.

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Ways to Implement Basic Info Collection:

  • Website subscription form: When a user visits your website, you can either have a button allowing them to subscribe, or bring up a subscription form pop-up.
  • Welcome email: If you already have contact’s email address, you can send them an email introducing your company. Encourage them to provide basic information to improve their email experience.
  • Competition: You can run a competition where your contacts have to fill in a basic form, which will also allow them to subscribe to your newsletters.

Secondary Profile Questions: More Targeted Personalisation.

Once you’ve built a basic relationship with someone, you need to get to know them better to make the relationship stronger. Bridging the gap between being an acquaintance and a friend. A potential client will remain potential until you find out more about their needs. This will allow you to send targeted emails that will benefit them. In short, what can your business do for them?

  • Position/Role: Finding out what role your subscriber plays in their company allows you to refine the kind of emails you send them. You wouldn’t send the CEO of a tech company the same email as the CEO of a bank. Much like an email to the IT department wouldn’t be the same as one to the Marketing department.
  • Location: Knowing where you contacts are located allows you to target customers closer to you or a specific branch location. A Cape Town client won’t be pleased to receive an email about a special in Johannesburg.
  • Industry/Department: Similar to role, knowing what industry your subscribers come from allows you to target them according to their specific interests.

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Ways to Implement Advanced Info Collection

  • Getting to know you: Subscribers like to know you care about them. Send them an email explaining why you are reaching out to them, how you will use their information, and how it will benefit them.
  • Questionnaire: Similar to the ‘Getting to know you’ point above, you can send a ‘How we can help you?’ questionnaire. Combine it with a competition or a discount on their next purchase to incentivise your contacts to give you their valuable information.
  • “Calling all…”: If your company focuses on a particular industry, business sector, or group, you can make a ‘call out’ to them. This will allow those who are interested to react to the message, and give you a clearer insight on who is a potential client on your subscription list.

Loyalty Profile Questions: Segmented Personalisation

At this point, you should have a working relationship with your contacts. The friendship has been established. They know you and you know them. There is a mutual trust that creates a sense of loyalty, and this is where you want all your subscribers to be.

Segment your email lists according to those who both open and click your messages. Those whose profile has been built past a name and email are subscribers who are genuinely interested. Reward them for their loyalty, while working to complete their profiles.

For these personalisation tags, you will have to create a Custom Field. Read our Custom Fields article for more information.

  • Product/Service: Find out which of your products or services your subscribers are most interested in. Now you can offer targeted marketing, specials, and discounts, or offer related options to those you know are definitely interested.
  • Anniversary: Anniversaries are a great reason to reach out to your contacts. Thank them for sticking around. Offer them a special or discount in recognition of their loyalty. Celebrate their actual birthday, or the day they subscribed to your list.
  • Personal preferences: Even within a particular industry or group, each subscriber is still an individual and wants to feel that way. Allow them to set personal preferences of the products and services you offer.
  • Customer Interaction: See where your customers spend most of their time on your site, or what links they click in your emails. This will give you a good indication of their current interests and can build a more precise profile of your subscribers.

Ways to Implement Loyalty Questions

  • Exclusives: Make your customers feel extra special by adding them to an “exclusives” club where they are offered something that others wouldn’t be privy too. The condition to be part of the club would be completing a form with more profile building content. This will keep them engaged, hoping to have status while looking forward to their “exclusive” offers.
  • Behavioural data: Use reports from campaigns to see the behavioural data of your subscribers, and use it to customize your marketing to cater to their needs. Create custom fields to reflect this.

Look for behaviour such as:

  • What they are clicking in your mails.
  • Which types of mails they are more responsive to.
  • Their purchase history

Use this knowledge to create a campaign that encourages them to be more than just browsers.

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