The era of online shopping has been around for years, but the power it holds has certainly expanded since the pandemic in 2020. Technology advancements have opened up a world of opportunity, making it possible to grow meaningful connections between businesses and customers for years to come.

While it’s possible to transform your e-commerce business into a raging success, it takes more than creating an engaging emailer or two, you need to develop a level of communication beyond a monthly newsletter and just addressing people by their names. This is where delving deeper into personalisation marketing becomes crucial.

What is e-commerce personalisation? The importance

E-commerce personalisation can take many forms, and with emailing, you can utilise subscriber data to tailor to each recipient. As we said, it’s more than addressing subscribers by name, but more so using specific data, whether it be their personal shopping preferences or even their birthday, to adapt and enhance an email that builds strong relationships with customers.

Personalisation aims to make readers feel special, and more than just a name or number on a list.

Encourage customer profiles

To build customer profiles, you need enough data from your existing buyers. This is where a newsletter comes in handy because you can utilise it to gather data every time a customer signs up or subscribes.

You can use data such as age groups, genders and engagement to know who your main focus should be and how to engage with them. Having customer profiles will help monitor customer behaviours to cater to better shopping experiences and once you know a customer by profile, you will have the ability to offer the relevant products or services that they may have browsed or purchased in the past.

Encouraging customers to create accounts can be a simple process as long as it is easy for them to do so. Add the option to create a profile at checkout, and you will find that most will feel tempted if it is a quick sign-up since it allows for easier postage tracking and efficient access to order history.

Focus on segmentation

Segmentation is every data-driven marketer’s best friend. Once you learn to segment your email lists by demographic, location, behaviours and even an individual’s lifestyle, you can create a powerful strategy.

After refining your segmentation, you can send the perfect content to the right audience. Landing pages work hand in hand with email campaigns, and including informative content on the page can transform prospective buyers into loyal customers.

Pair the two together and boost conversion rates by sending subscribers an email reminding them of their abandoned basket, previous purchases or something ‘they might like’ based on their history. Linking to a detailed landing page where they can find more product information will encourage them to reconsider buying.

Increase trust

Even though simply naming customers isn’t enough to make a huge impact, it still provides an element of trust. For example, if a bank emails a customer about their statements or offers and addresses the email with ‘Dear Miss/Sir’, the business will likely receive an unsubscribe request or threat of spam. The same goes for e-commerce businesses looking to build trust with consumers.

Customers want to know they are in safe hands. Otherwise, they will consider your interaction a security issue and are less likely to interact with your offering.

Maximise efforts

Nothing shows that a business cares like offering incentives or gifts on someone’s birthday. This type of personalisation consists of giving value but gaining just as much in return. Customers are more likely to enjoy your brand and purchase your products if you provide some incentive.

Other ways you can use personalisation to improve your e-commerce include encouraging customers to leave a review on products or their experience on the site overall. This will open up communication and you can personally reply to both positive and negative reviews.

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