4 Examples of Personalization Marketing Done Right

By Kristen Hicks

Marketers have been talking about marketing personalization for years and for good reason: Data shows it can make a huge difference. An Experian study found that personalized marketing emails achieved six times the rate of transactions of emails that weren’t personalized. And Janrain found that companies that personalized the web experience for visitors saw an 18 percent uptick in sales.

In spite of such a strong case for personalization marketing, with the exception of a couple of high-profile companies like Amazon and Netflix, most businesses still struggle to do it well.

Even if you don’t have access to as much data or technology as companies like Amazon and Netflix, there’s still hope. Other (smaller) companies are out there making headway with marketing personalization. Here are a few of them pulling it off.

1. DeepSky

DeepSky calls itself the “Entrepreneur’s Accounting Department.” Their target audience is clear, but it’s a category that can include a lot of variety. Entrepreneurs run businesses of all types and sizes, each with its own set of goals.

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To better provide value to each entrepreneur who comes to their website, DeepSky’s Free Tools section provides a personalized calculator to help businesses figure out a reasonable amount of budget to devote to accounting each month.

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Based on the answers visitors provide to a series of questions, the tool produces a personalized recommendation for how much of their budget they should be willing to spend on accounting to get the specific services they need.

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This the kind of question their target audience is likely to have that can’t be easily answered with a blog post. There are too many variables to be able to provide an answer that’s generally applicable. By providing a personalized calculator on the website, they can provide much more valuable information than they could otherwise, and they’ll get a clear picture of which of their visitors are most likely to be a good fit for the services they provide.

2. NakedWines.com

If you like wine, chances are you have some clear preferences. Maybe you only like dry wines, or maybe you always go for sweet ones. But maybe you have a harder time pinning down exactly what it is you do and don’t like about a wine.

If you buy from NakedWines.com, that’s no problem. You can rate every wine you try and get personalized recommendations based on how your tastes and ratings compare with other members’.

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While NakedWines.com isn’t a huge company, it is able to bring a similar system of data collection and recommendations to wine selling that Netflix does to movie streaming. Customers gain a better understanding of what they like and don’t like, without having to take a sommelier course and learn how to speak intelligently about tannins and mouthfeel (not that there’s anything wrong with that).

3. Brainshark

Brainshark offers B2B cloud-based services, including a freemium Go to the full article.

Source:: Business2Community