#43 - Sending Personalized Campaigns

Hi there!

It’s a pleasure to meet yall.

I’m Sean, a new face you will be seeing moving forward.

A quick self introduction! I serve as the internal marketing manager at Chronos, but before Chronos I dabbled with:
- my own Amazon PL brand
- launching a chatbot marketing agency for amazon sellers
- running a DTC podcast

Looking forward to putting out good content for you guys, and feel free to send any feedback my way!

Now onto the personalized campaigns as promised…

One common objection we hear from our team when talking with new clients is around the fear of ‘pissing customers off with too many emails’.

And whilst it happens, most customers only get annoyed when they’re bombarded with irrelevant or overly salesy emails. This means that if your emails are thoughtful, well timed and hyper-personalized to their needs, they’re more than happy to open, click and engage.

That’s why things like pop-ups (that go beyond the usual x%/$ off), quizzes, and first party data (what they do on your site) are superpowers you can and should leverage for your brand.

Here’s an example:

For Swee Lee, an instrument/music brand we manage, we have a pop-up which asks about the instrument a visitor is interested in.

This answer is then pulled into a profile property that the team is able to tap on when sending out campaigns targeted to a specific instrument.

This means that on top of sending to the ‘usual’ click/open segment, we’re also sending to prospects/customers who have ‘raised their hand’ and shown interest, which does two things:

1) Showing a hyper-personalized product recommendation leads to a higher likelihood of conversion
2) The prospect doesn’t feel like they’re being spammed with mindless promotions that are irrelevant to them, if they’re outside the engagement window we run with

Another example would involve tapping on first party data:

If you have a wide range of SKUs and want to run a highlight/promotion on a specific one, try putting together a segment on users who’ve either initiated a checkout on that specific collection, or viewed a product from that collection (make sure you exclude recent purchasers of that collection).

Again, this helps because you’re sending something relevant (ie. what they’ve looked at recently) with a promo, increasing the likelihood of conversions.

Finally, you can explore different offers for different buckets:

Well, duh Sean, it isn’t exactly rocket science is it? 🙄

What I mean by this is that for Truly Beauty, we split our campaigns up into leads (no purchase) vs customers.

It’s a work in progress at the moment, but it’s helped us understand that we have an incredibly solid repurchase rate from existing customers for sales, but we need to tweak our offers for prospects who haven’t bought into the Truly experience.

Very useful data especially if you have a bigger list, especially leading up to BFCM (we’re only 83 days away)…

And that’s a wrap!

Hope it was a good ‘first’ newsletter from my end.

With the crunch time to BFCM, if you’re looking for a solid retention team to plug your leaky buckets before scaling to the busiest time of the year, then look no further 😉

We’re offering ‘no commitment’ BFCM holiday booster packs you can install and run with, on top of potential savings of up to 50%.

Just tap the link here to book a call with our team, and we’ll get you taken care of.

Have a great weekend!