Personalization 2.0 in 2020 — How to gain up to 100% deliverability?


Anton Shabatov - December 17, 2019 - 0 comments


The development of technologies keeps growing, and companies become more innovative in attraction customers. Now they choose multiple channels and new trends to gain more deliverability. What are these new channels? Personalization 2.0 is our answer. To make matters clear to you,  we structured all modern trends in one place.

Individualization as the new standard 

1.1. Marketing individualization

No doubt, individualization serves as a new standard of marketing strategy nowadays. Marketing identification is based on recipient cases, the relevance of audience needs and the service. In this way, the person feels individual and we use his information for true individualization. We have a chance to receive insights into their behavior to know their concerns and intents. This can be the moment for skillful marketers to capture significant content, benefit from all achievable channels to reach a result and increase the open rate.

1.1. Emails as a powerful channel 

If you already have found people who expressed enthusiasm to your company or product, email marketing can be the main channel to keep up the job you started. Reaching out to clients with new updates to get their interest, so they would think about revisiting your site is a decent strategy. Today, there are hundreds of approaches and email trends. The examples can be the automated emails to those who left their shopping carts or drip campaigns, as well as sending tailored content to your customers directly. All of this can boost the email deliverability.

Main characteristics of the personalization strategy.

Every year marketers claim this is the year of personalization. The simple truth is that the meaning and essence of the term are constantly changing. And this year we can mark new characteristics that make this approach work even better than the previous year. Here we selected some of them: 

   2.1 Data-driven personalization

If you did everything right, this approach should bring you a huge amount of data. Just look closely at your customers before determining the personalization segments. What is something that unites them, where did they come from, what are their jobs? Choose those who fit in your target and supply them with relevant content. Researching content strategy is helpful. If you choose the wrong people, that could be a waste of your resources. 

   2.2. Email addresses as a basis of identity

As we described above, email marketing doesn’t stay still. Now the marketers need to connect every user’s touchpoint and lead’s email address. It means if someone connects to you on Instagram, for example, you are able to unify an anonymous person’s data with the guy who got your last email. How do we gain it? Use cookies to store data about the audience of your site even without knowing their names and email addresses. For this, try to use data about your potential visitors and the channel they use the most. Keep in mind to analyze all the available info to find out their identities.

   2.3. Machine-learning

No doubt machine-learning technology brings new possibilities to every sphere. The personalization strategy is not an exception. ML can do multiple tasks for a very brief period of time, as tracking the mouse movements, defining content preferences and researching the customer’s favorite websites. 

   2.4. Interactivity

Personalizing your content in an interactive way is productive. Here exist numerous tools that you can apply for your content on each possible channel. The examples can be AMP-emails that help to buy goods, turn pages of the blog, listen to a podcast without leaving their email address to a resource.

3. Personalization 2.0 trends in 2020

As the year comes to an end, there appears some certainty in the leading trends of 2020. Here we highlight some of them:  

  • Smart segmentation

Tools like ReSci, Glew, AdRoll, Mailchimp, Klaviyo, and Analytics can collect such customer’s data that you would never think are possible to find out.   

  • A/B Testing

This method is applied when there are two options you need to test at the same time.

  • Use of user-generated content (UGC)

Another popular trend that is used by such tools as Pixlee, FourSixty, and Proofy. It allows to gather customer UGC in one specific place and send it by email.  

  • Personalized Clients’ Reviews

When you go to the company’s website and watch their customer’s positive reviews, you definitely feel more trust.

  • Personalizing emails with AI

There’s a whole bunch of automated  AI functions for collecting data about your users, the proper utilization always tends to increase your rates.

So, make the next year productive using as many trends as your business strategy fits. Make sure your business will be at the top rates and keep up with the great results for next year!

Sincerely Proofy team!

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