Learn how to personalize your website in order to get more conversions, and how to personalize your email marketing to grow valuable relationships with your subscribers.
4. Housekeeping:
• This webinar is being recorded and will be
emailed to you along with the slides
• All attendees are on mute! If you have a
question feel free to submit it in the
GoToWebinar console on the right at any time
during the webinar for a Q&A afterwards with
our presenter and panelists
5. So, you just executed the perfect
strategy to drive targeted traffic to
your site and...
Charlie Reverte: @numbakrrunch #ATwebinar
6. You’re greeting your visitors like this:
Charlie Reverte: @numbakrrunch #ATwebinar
7. But, they feel like you’re...
Photo by Sharon Mollerus
Charlie Reverte: @numbakrrunch #ATwebinar
8. Ever go to a site like this?
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15. What is Website Personalization?
Tailoring your content, promotions, and
messaging to the needs of individual
website visitors.
Charlie Reverte: @numbakrrunch #ATwebinar
16. Why Personalize?
It gives your visitors what they’re actually
looking for, instead of throwing
everything or the wrong thing at them.
Charlie Reverte: @numbakrrunch #ATwebinar
18. What Makes Your Visitors Different?
• First time visitor or returning visitor?
• Occasional visitor or frequent visitor?
• Are they mobile or at their desk?
• What are they interested in?
• How did they get to your site?
• What about demographics?
Charlie Reverte: @numbakrrunch #ATwebinar
19. Know when not to ask
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29. Tom Tate - AWeber Email Marketing
● Founded in 1998
● Web-based email marketing
tools to help small businesses
and entrepreneurs connect
with their customers and
prospects.
● Broadcasts and
Autoresponders.
30. What you’ll learn from me today:
● Why email marketing?
● Actionable tactics to start sending personal emails
● Common personalization mistakes
● Metrics you can evaluate to measure success
32. What is email marketing really?
“If you learn anything about email marketing as
a business owner, let it be this: You are not
‘blasting’ prospects and customers.”
Tom Kulzer, AWeber CEO
41. What we talk about when we talk about email personalization
42. One v. One Thousand
It’s about making a one-to-one connection with
the human being on the other end of the email.
We can do this with content and design, but also
with leveraging data.
43. Data we can leverage:
Subscriber data (name, interest, etc.)
Behavioral data (action on site, engagement,
previous buying behavior, location of signup.)
Contextual data (time of day, weather, etc.)
44. No data, no problem?
You probably have more data than you think.
Most Email Service Providers have enough
subscriber data to develop smart personalized
email experiences.
46. Campaign One: {First Name}, naturally
Experiment with using the subscriber's first name
in both subject line, preview text, and/or body of
the email.
47.
48.
49.
50. Campaign Two: Plain and simple
Decide whether you need to send a fancy
templated HTML email v. a plain-text style HTML
email.
Designed emails can feel like they come from a
brand, while plain emails can feel like they are
sent from an individual person.
61. Campaign Four: C.Y.O.A.
If you haven’t captured custom interest data to
send specific content, or segmentation at this
point is a manual headache, consider splitting at
the point of entry.
70. Pitfall Two: Customer/Prospect mixup
● Don’t oversell your customers on something
they already purchased.
● Use automation to move or tag a prospect after
they convert.
79. Parting words of wisdom:
● Every industry/customer base is different.
Iterate on what works, and listen for feedback.
● Email marketing is permission marketing. Your
invitation to the inbox is a privilege - use it
wisely.