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How to Use Web Content Personalization to Increase Your Cold Email Conversion

Donald Ng
|
May 18, 2023
|
4
min read
How to Use Web Content Personalization to Increase Your Cold Email Conversion

Personalization is a buzzword in digital marketing, especially when it comes to cold email conversion. As consumers become more sophisticated and demanding, it's no longer enough to send generic, one-size-fits-all content. To truly stand out in a crowded inbox, your emails must be tailored to the unique needs, preferences, and behaviors of your audience.

One way to achieve this is through web content personalization, which involves customizing the content, design, and user experience of a website or landing page based on individual visitor information. This article will explore some of the most effective strategies for using web content personalization to increase your cold email conversion rates.

1. Creating Personalized Landing Pages with URL Parameters

One of the most impactful ways to personalize your web content is by creating customized landing pages that adapt to the information provided by each visitor. This can be achieved using URL parameters, which are specific data points appended to a URL that can be used to change the content displayed on a web page.

For example, you might include a URL parameter in your cold email that specifies a recipient's job title, industry, or location. When the user clicks on the link, the landing page will automatically update its content to reflect these details, creating a highly personalized experience.

Here's how you can create a personalized landing page with URL parameters:

  • Determine the key pieces of information you want to use for personalization. This can include user demographics, preferences, or behaviors.
  • Create a dynamic landing page that can accept URL parameters and adjust its content accordingly. Many website builders and content management systems offer this functionality out of the box.
  • Generate unique URLs for each of your cold email recipients, including the appropriate URL parameters for personalization. You can use marketing automation tools like HubSpot, Mailchimp, or Marketo to streamline this process.
  • Test your landing pages to ensure that the personalization is working correctly and that the content is relevant and engaging for your target audience.

How can you do it?

With Howuku content personalization, you can easily create a personalize web page that can change according to the URL parameter. This way you can send out personalized URL links to your prospect through email and when they landed on your website they will see unique content tailored to them.

In this example, you can create a new personalization profile in Howuku like the following:

To only show the personalized content to audience that is coming from a specific URL paramter, this way you can target a specific links sent out from your cold email campaign.

When someone reaches the page with the specified parameter it will change the page accordingly.

Or, you can also give it a try yourself by visiting the personalized page at Personalized Powered By page. (Change the utm_source to change the content)

2. Geolocation-Based Personalization

Another powerful personalization technique is geolocation, which involves tailoring your web content based on a user's geographic location. This information can be obtained from a user's IP address, browser settings, or GPS data, and can be used to create highly relevant and localized content.

Neil Patel, a renowned digital marketing expert, uses geolocation personalization on his landing pages to target users in specific locations. For example, a visitor from New York might see a description that reads, "I’m determined to make a business in New York successful," while a visitor from London would see a different description tailored to their location.

To implement geolocation-based personalization on your landing pages, follow these steps:

  • Identify the key geographic segments you want to target. This can be as broad as entire countries or as specific as individual cities or neighborhoods.
  • Create location-specific content for each segment, including headlines, images, testimonials, or offers. This content should be relevant and engaging for users in each location.
  • Use geolocation technology to detect a user's location and serve up the appropriate content. Many website builders, content management systems, and marketing automation tools offer built-in geolocation features or integrations with third-party services.
  • Test your geolocation personalization to ensure that users are being served the correct content based on their location.

How can you do it?

With Howuku personalization, you can easily come up with a personalized landing page that is tailored to your visitors location.

Just click on the copy that you wanted to change, and adding {{city}} into the copy such as “I’m determined to make a business in {{city}} successful” or “The VPN that works for {{city}}”.

Save it and Howuku will automatically change the {{city}} into your visitor’s city.

It is as easy as that!

We even applied content personalization on this blog to know that you are coming from COUNTRY.

And, this is how we configured it.

Conclusion

Web content personalization is a powerful tool for increasing your cold email conversion rates, as it allows you to create highly relevant and engaging experiences for each of your recipients. By implementing personalized landing pages with URL parameters and geolocation-based content, you can demonstrate that you understand your audience's unique needs and preferences, ultimately driving higher engagement and conversion rates.

Remember to always test and optimize your personalization efforts, as user behaviors and preferences can change over time. By staying agile and responsive to these changes, you can continue to deliver targeted, high-impact content to your cold email recipients.

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