Marketer's Space: A Look Into Personalization - How to Tailor Customer Experience Through Segmentation, Merge Tags, Journeys, and Dynamic Content
Hello marketers,
Welcome to another post in Marketer's Space. In today's competitive market, personalizing your marketing campaigns is no longer optional—it's essential.
Personalization tailors your marketing campaigns to individual customers based on their preferences, behaviors, and other individual data. Personalization helps to build stronger relationships with customers, increase engagement rates, and improve the overall effectiveness of campaigns. By delivering relevant content to the right audience, you can enhance customer satisfaction and loyalty. In this post, we will be looking at how to personalize using Segments, Merge Tags, Journeys, and Dynamic Content in Zoho Marketing Automation.
Segments
Segmentation involves dividing your audience into distinct groups based on specific criteria such as demographics, behavior, or purchase history. Zoho Marketing Automation offers over 233 segment criteria, enabling marketers to create segments for laser-focused targeting.
John, a marketer at a retail company, wants to target customers from Brooklyn for a new store opening. Using the segment criteria in Zoho Marketing Automation, John can easily create a segment of customers from Brooklyn and send a personalized campaign to them.
Sarah, a digital marketer, wants to re-engage customers who have not interacted with recent campaigns. She creates a segment based on engagement metrics, targeting customers who haven't opened the last three emails. This smart segmentation helps Sarah focus her efforts on re-engaging these specific customers.
Merge Tags
Merge tags are used to insert dynamic content from default fields to your email and sms campaigns. There are two types of merge tags in Zoho Marketing Automation: Default Fields (44 available) and Custom Fields that you can create yourself.
Alex, a content marketer, uses default merge tags to personalize emails with the recipient's first name and company name. This simple personalization makes the emails feel more relevant and engaging to each recipient.
Emily, a B2B marketer, uses custom fields to collect additional data like anniversary dates and subscription plans. She creates a campaign that sends personalized anniversary greetings to clients, enhancing customer relationships.
Journeys
Journeys in Zoho Marketing Automation are automated workflows that guide customers through personalized experiences based on their actions. These journeys can be built from scratch or using pre-designed templates.
Mark, an email marketer, sets up a journey that triggers when a customer opens an email. If a customer opens the email, they receive a follow-up message with more information. If not, they get a reminder email. This automation ensures that customers receive timely and relevant content based on their actions.
Lisa, an e-commerce marketer, creates a journey for customers who abandon their shopping carts. When a cart is abandoned, the journey triggers a reminder email, followed by a discount offer if the customer doesn't complete the purchase. This helps recover lost sales while also sending personalized content to their customers.
Journeys is a powerful feature that deserves detailed posts on its own, and this is just one of the ways it could be used.
Dynamic Content
Dynamic content allows you to personalize different elements of your campaigns, such as subject lines, email content, and SMS messages, based on various criteria.
Tom, a software marketer, uses dynamic content to personalize the call-to-action (CTA) in his email campaign. For customers in the IT industry, the CTA offers a free trial of a photo editing software. For marketing professionals, the CTA invites them to a webinar on using the software for social media campaigns. This targeted approach increases the relevance and effectiveness of the campaign.
Personalization is a powerful tool for marketers, helping to deliver relevant and engaging content to their audience. By leveraging Segments, Merge Tags, Journeys, and Dynamic Content in ZMA, marketers can create highly personalized and effective campaigns. Stay tuned to this space to learn more about the features in Zoho Marketing Automation.
Regards,
Pearlin Nitika
User Education | Zoho Marketing Automation
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