Using Data To Tailor Marketing Messages For Ecommerce

I talked to several DTC brands in the last 10 days that told me SMS marketing performance was significantly down this BFCM compared to last year... here is a fix guaranteed to increase performance and lower unsubscribes in 2025👇 Inject better customer data into your SMS platform 👉 Guided selling funnels SMS has become one of the most saturated marketing channels in just a matter of years in DTC eCommerce. I think its awesome — and I believe whole heartedly in the channel having spent years in SMS marketing. However, while brand and consumer of adoption of SMS has risen, true personalization has not. Enter guided selling funnels as the fix. Guided selling funnels, also known as "quizzes", are high converting eCommerce funnels that ask shoppers a series of questions about their interests and preferences and pair them with the with products for seamless check out. On average, they increase conversion by over 300%. Quiz funnels handle purchase objections, develops a customer relationship, and most importantly for SMS, gives the brand a VAST amount of zero party data to connect with their customer in future marketing experiences. It's quite literally "marketing funnel efficiency". 💡 In fact, a brand putting a first time shopper going through a Digioh experience can capture over 50 unique points of zero and first party data to use to send personalized texts. Any brand who is not pushing this into segmentation for their campaigns automations is missing out Here are a few examples of vanilla texts brands send 😒 Coffee brand: "Shop all coffees now" Athleisure brand: "Check out our best sellers" Men's Grooming Brand: "Shop grooming products" 🔑 And here's how it becomes highly relevant by using quiz funnels and pushing that data into SMS ☕️ A coffee brand learns a shopper likes dark roast, whole beans, and usually buys 5lb bags. They uses that data to say: "shop whole bean dark roast coffee". 🏀 An athleisure brand knows a shopper is shopping for their husband, prefers dry-fit clothing, and likes neutral colors. They can retarget the shopper with "Get your husband the all new performance wear". " 🪮A mens grooming brand knows a shopper likes sandalwood, has sensitive skin, and doesn't like multi-step routines. - They can then text the shopper with, "Try the all new sandalwood face wash for one step results". Instant meh to great — and this can all be done easily within any SMS platform. SMS lives and dies by right message right time and having better data ensures a message can actually connect. With how expensive it can be to acquire an SMS subscriber and then retarget them with campaigns... relevancy matters. SMS doesn't need to be vanilla when paired with zero party data! As someone who cut their teeth in sms marketing… I couldn’t be more pumped to help Digioh customers do this at scale within platforms like Klaviyo, Postscript, Yotpo, Attentive, Braze, etc... to make texts that consumers want in their inbox!

Using "Hey {first name}" in your marketing emails and calling it personalization is like picking up a rock and calling it a hammer. Technically, it works. But we have better tools now, and failing to take advantage of them is going to leave you choking on the dust of your competitors. Here's how to catch up with the times and use TRUE personalization to boost engagement, loyalty, and conversions: 1. Use dynamic content fields to customize emails based on customer attributes, behaviors, and preferences. Go beyond just {first name} – incorporate product views, past purchases, and customer lifecycle stage. Don't be creepy! Be conversational. You want the reader to feel like you understand their needs, not like you've been peeking through their blinds. 2. Set up behavior-triggered automations like browse abandonment and cart recovery flows. Make these highly relevant by including viewed products, social proof, and timely offers. Marketing is all about getting the right offer in front of the right person at the right time, and behavior-based emails are one of the best ways to do that on a consistent basis. 3. Implement Recency, Frequency, and Monetary Value (RFM) segmentation to deliver personalized messaging to different customer groups. Target VIPs, at-risk customers, and prospectives customers with specific messages to convert or retain them. 4. Create personalized journeys that adjust the user's experience based on customer data or actions. For example, if you're sending the exact same post purchase sequence to a repeat purchaser as you are for a first-time buyer, you're missing a huge opportunity. 5. Use replenishment flows for consumable products, reminding customers when it's time to reorder. Or, capture email addresses on PDPs for sold out products and notify them when the item in back in stock. Easy sales. Be careful to avoid these common personalization mistakes: 🙅🏼 Over-personalizing in a way that feels intrusive or creepy 🙅🏼 Sending irrelevant recommendations due to inaccurate or outdated data 🙅🏼 Over-segmenting to the point where segments are too small to be effective 🙅🏼 Using templated, robotic language that sounds unnatural The key is finding the right balance ––  personalized enough to be relevant and engaging, but not so specific that it becomes cringey or off-putting. When done well, personalization makes customers feel heard, understood and valued. This builds loyalty, increases engagement, and ultimately drives more conversions and revenue. Level up your personalization with one (or more!) of these strategies, and your KPIs are going to shoot up and to the right.

People don’t want another blast email—they want to feel like you’re talking to them. Marketo’s personalization tools help make each interaction unique, genuine, and relevant. Tools within Marketo to Personalize Your Outreach: 1. Dynamic Content Blocks: Dynamic content lets you tailor emails with the right message, image, or offer for each group. It’s especially useful for customizing specific sections within a single email while keeping the rest consistent. 2. Tokens for Personalization: A little personal touch, like a name or company mention, goes a long way. Tokens can be added across all folders by setting them at the top level or customized at the program level for maximum flexibility. 3. Behavioral Triggers: Timing is everything. Set up triggers based on actions like page visits or clicks to ensure you’re reaching out when your audience is most engaged. 4. Lead Scoring: Lead scoring helps you prioritize and deliver the right content at the right time, tailored to each lead’s journey. You may also want to bring in data from your ABM tool for this. What You Can Personalize: 1. Name: Start with the basics—everyone loves seeing their own name. 2. Geolocation: Context matters. Personalize based on region or city to show you understand their specific needs or local interests. 3. Persona: Tailor messages to different buyer personas, ensuring each one feels like it’s made just for them (because a CFO and a VP of Sales aren't interested in the same thing). 4. Images and Visuals: Swap out images based on location, industry, or interest to make your content feel relevant to each recipient. 5. Content Recommendations: Use browsing history or past interactions to recommend the next best asset. 6. Product or Service Interests: Send personalized messaging around the particular products or services each lead has shown interest in, making it feel like you’re offering a solution just for them. 7. Engagement Stage: Adapt your content based on where they are in the buyer’s journey, from awareness to decision-making. This ensures each message aligns with their current needs and level of interest. Again, your ABM tool might be helpful here. 8. Company Name and Industry: Recognize the lead’s company or industry to show that you understand their business context and challenges, especially useful for B2B audiences. 9. Past Purchases or Transactions: Make returning customers feel valued by referencing past purchases or transactions. This can work wonders for upsells, cross-sells, and loyalty programs. And don’t forget—this customization can be extended to landing pages too! Consistent, seamless experiences make all the difference. In today’s world, personalization isn’t just a nice-to-have—it’s how you build real connections. With Marketo, you’re not just sending messages; you’re creating relationships that feel authentic and worth investing in. #marketingoperations #marketingops #personalization #emailmarketing #landingpages #marketo

Personalized emails can increase open rates by up to 50% – here's how to make it work for your brand 👇 1) Segment your subscribers: Differentiate your email list based on customer behavior, such as purchase history, browsing habits, and engagement with previous emails. → Segment customers who have purchased within the last 30 days from those who haven't purchased in over six months. Tailor your messaging to re-engage the latter with special offers or reminders about the benefits of your products. 2) Personalize subject lines: Create subject lines that include the recipient's name or reference past purchases. Studies show that personalized subject lines can increase open rates by 26%. → Instead of a generic "Check out our new arrivals," try "John, new arrivals just for you!" or "Loved those shoes? Here are matching accessories!" 3) Tailored content: Use dynamic content blocks to personalize email content for different segments. For example, recommend products based on past purchases or show relevant content based on browsing behavior. → For a customer who frequently purchases sportswear, include recommendations for new sports equipment or apparel. If a shopper has been browsing a particular category, such as electronics, highlight related products or special offers in that category. 4) A/B testing: Continuously A/B test your email campaigns to find the most effective personalization strategies. Test different variables such as subject lines, content layout, and send times. → Test two versions of an email - one with a personalized subject line and one without. Compare open rates and use the winning subject line strategy in future campaigns. Similarly, test different call-to-action (CTA) placements to see which drives more clicks. 5) Analyze and adjust: Analyze the performance of personalized emails and adjust your strategy based on what you learn. → Monitor metrics such as open rates, click-through rates, and conversion rates for your personalized emails. If a particular type of personalized content consistently performs well, include more of it in future campaigns. Conversely, if a strategy is underperforming, adjust your approach based on the data. 🤔 How have you used personalization in your email campaigns, and what results have you seen?

Struggling to turn window shoppers into customers? Let’s talk zero-party data—your untapped goldmine for skyrocketing conversions. Here’s the deal: most brands settle for collecting just an email and name on their pop-ups. That’s fine… if you like leaving money on the table. But when you dig deeper—asking the right questions to understand the needs of your traffic—you unlock the power to craft personalized experiences that make buying your product feel like a no-brainer. It’s not just about gathering data; it’s about context. Think about it: a generic email might say, “Hey, check out our skincare line.” But if you know your prospect’s biggest concern is aging gracefully, your message transforms into, “Here’s the secret to looking radiant at any age.” Boom. Relevance = revenue. The magic lies in pairing this data with strategic email flows. By tailoring messages to match each prospect’s stage in their journey, you’re no longer just selling, you’re solving their exact problem. The formula is simple: ask specific, easy-to-answer questions, collect actionable insights, and use them to deliver value. Whether it’s a product recommendation or a perfectly timed follow-up, zero-party data lets you meet your customers where they are—and guide them where you want them to go.