All great personalization starts with a goal that addresses a customer pain point, solves a problem for your business, or both. Once a brand has that goal, it’s a matter of collecting the right data and using that to personalize your messaging.
- The right goal
- The right zero- and first-party data
- The right messaging
In the upcoming examples, we’ll highlight how brands such as Doe Lashes, Titan Fitness, and Every Man Jack allow data to guide their creative personalization strategies.
Doe Lashes:Get to know customers using a quiz
Doe Lashes uses a product recommendation quiz to collect zero-party data about their customers, and personalize the journey right from the start - resulting in a 20% conversion rate on their welcome series.
1. The right goal:
Doe wanted to reduce their ad spend by making the email sign-up experience irresistible, and learning so much about their customers that personalized experiences on their owned channels could replace ads.
2. The right data:
Doe uses Klaviyo’s integration with Octane AI to serve customers with an engaging quiz that asks customers questions about their eye shape and lash usage, the answers to which are stored as custom properties in Klaviyo.
3. The right messaging:
Doe uses these data points to personalize the initial set of product recommendations in their welcome series, as well as powering personalized experiences within their loyalty program, Smile Rewards.
Import custom events using integrations
Titan Fitness uses integrations to share first-party data with Klaviyo that personalizes customers’ shipping and review experiences.
1. The right goal:
Titan wanted to make Klaviyo the single source of truth for their customer data - and turn those insights into personalization opportunities at key points across the customer journey.
2. The right data:
Titan uses integrations to make Klaviyo and its data even more powerful. Their shipping and reviews providers, Aftership and Reviews.io, pass custom events into Klaviyo that address some important variables in the post-purchase journey - like when an order will arrive in multiple packages, and when an order is completely delivered, accounting for any shipping delays.
3. The right messaging:
Titan uses their custom events to customize their post-purchase communications, providing added transparency and value to customers waiting for their orders. They can avoid any confusion or disappointment with the delivery process by letting them know how many packages to expect. They use the custom metric ‘Order Completely Delivered’ to trigger their review request flow, ensuring they never make the error of asking for a review before a customer actually receives their order.
Anticipate customer behavior using predictive analytics
Every Man Jack uses Klaviyo’s AI features to generate personalized predictions about each individual subscriber.
1. The right goal:
Every Man Jack wanted to increase repeat purchases of their natural personal care products by prompting customers to repurchase at the optimal time.
2. The right data:
Every Man Jack already had a ballpark figure for how long it takes the average customer to run out of their product - 75 days. However, predictive analytics allowed them to take this a step further and predict the next order date for each individual customer. Klaviyo’s predictive analytics takes first-party data and, using AI, transforms it into an even more intelligent scaffolding for personalization.
3. The right messaging:
Now Every Man Jack can send customers AI-powered re-stock reminders in a flow, complete with links to a prefilled Rebuy cart. Every subscriber will receive the re-stock reminder at the exact time that’s right for them, making for an experience that is truly personalized.