In today’s competitive business landscape, it’s essential to make your marketing campaigns stand out. With so many companies vying for the attention of their target audience, it’s more crucial than ever to create a personal connection with your audience.
This is where personalisation comes in. Personalisation is the process of tailoring your marketing efforts to meet the unique needs and preferences of each individual customer. It’s a way to make your campaigns feel less like a generic marketing message and more like a conversation between you and your customer.
Why would you send the same invitation email to 2,000 different people when you can easily tailor your message?
Personalisation is especially important when it comes to events, in-person or webinars. By customising your marketing messages and making them relevant to each individual recipient, you’ll be able to increase the likelihood of them taking action and attending your event.
Whether it’s a physical event or an online webinar, personalisation will help you create a stronger connection with your audience and engage them in a meaningful way.
Here are a few ways you can use personalisation in your marketing automation campaigns for events:
Creating the right audience
Segment your marketing automation campaigns based on the specific interests and needs of each individual recipient. This will allow you to send relevant, targeted messages to each of your guests, increasing the likelihood that they’ll attend your event.
Eloqua Tips: Better use of Eloqua Segments, combing profile data and digital body language will go a long way to personalising your email and landing page assets.
“Personalisation” is much more than simply inserting a person’s [First.Name] in an email.
Eloqua users can easily create various Segments for a single event. Tailored messages can be prepared based on expressed or implied interests/preferences in the context of the event.
Take a look at my “Eloqua for Dummies” Event Registration tips
Personalised email invitations
Send personalised email invitations to each of your guests, addressing them by name and highlighting the specific benefits and reasons why they should attend your event. Personalised emails are more likely to be opened and acted upon than generic emails.
Eloqua Tips: The process I follow is to work with the business to determine who should be invited. This is often a mixture of the sales team providing named individuals and me working within Eloqua Segments by adjusting filters to create an audience.
I usually upload or use Salesforce Campaign Members integration to combine the named individuals from sales and my Eloqua Segment.
From there, I view the complete list of Contacts in Segments and use the View function to sort by industry, job category, persona etc. I’m looking for like points of data e.g. 40% of the Contacts may be from one industry, and X number are C-level executives.
I then use this data to guide the Dynamic Content I’ll create to adjust the messaging.
Personalised landing pages
Create personalised landing pages for each of your guests, featuring information and resources relevant to their specific interests and needs.
This will make them feel like they’re getting a customised experience and will encourage them to attend your event.
Eloqua Tips: When determining if you’ll use your CMS or Eloqua Landing Pages to host your event registration, consider these two questions:
- Would enhanced personalisation of the event registration page/s help with conversion?
- Would taking advantage of Eloqua’s Progressive Profiling enhance the registration experience & help you further build your 1st-party data?
If the answer is yes to either or both of the above, then using Eloqua Landing Pages is the right answer. You’ll also find general conversion should be higher from an Eloqua Landing Page vs. your website/CMS. The key difference is that the website typically makes it easier for people to be distracted with all of your other content.
Personalised follow-up emails
After your event, follow up with your guests with personalised emails that thank them for attending and offer them additional resources or information that may be of interest to them.
Eloqua Tips: Despite most marketers agreeing that post-event campaigns are a great idea, many don’t take full advantage of this opportunity.
These campaigns are largely driven by the amount of data you capture about the person from your registration form or from their attendance at the event.
The most basic post-event campaign should at least acknowledge that the person attended your event or if they were a no-show i.e. “sorry we missed you”.
The other audience, often missed when preparing post event campaigns, are the people you invited and a) did not respond at all or b) opened emails, or clicked-through but did not register.
You clearly felt the event was relevant, is there any harm in reaching out to them to share what they missed from the event?
Personalisation is a key aspect of successful marketing automation campaigns for events, in-person or webinars.
By taking the time to tailor your messages and make them relevant to each individual recipient, you’ll be able to create a stronger connection with your audience and encourage them to attend your event.
Start implementing personalisation into your marketing automation campaigns today and see the results for yourself.