Why Personalization is Your Best Strategy for Increasing Repeat Visits and Building LoyaltyOct 17, 2016 - by Kristine Lowery
Digital media readers that come back again and again bring with them a big financial boon. Frequent visitors are more likely to register or subscribe and be more loyal, which leads to more pageviews and more revenue. One of the most powerful strategies for driving repeat visits is personalization. Not to be confused with audience segmentation, personalization uses actual reader behavior and preferences to tailor relevant and engaging reader experiences.
“It’s important to understand the difference between personalization and simply segmenting out your audience. When you ask about broad interest categories and put readers into buckets, you’re effectively making assumptions about their interests. When you pay attention to and collect data on their activity, the information you have about them is much more real,” explains Matt Dickow, internet channel manager at the San Francisco Chronicle.
Forward-Focused Publishers Personalize with Success
In addition to the San Francisco Chronicle, forward-focused publishers that successfully use and continually adjust their personalization strategy include the Washington Post, The Economist, The Independent, Business Insider and more.
By combining reader behavior, platform and demographic data, these publishers have created a foundation of information for tailoring reader experiences to individual interests and preferences. Using tactics such as recommended articles, emails and mobile alerts that reflect individual interests, the Washington Post has increased online subscriptions by 140% and The Economist has increased web pageviews from email by 160%.
Your Guide to Generating Results with Personalization
If you want to generate similar results, take a look at the personalization tactics laid out in our Increasing Repeat Visits strategy guide. The guide provides details on both foundational, or must-do, tactics to begin personalizing, as well as sophisticated methods for publishers looking to advance their use of personalization, like the following, with strategic advice on how to put into action:
- Foundational Personalization Tactics
- Offering recommended articles onsite
- Dynamically personalizing email content
- Personalized email send times
- Sophisticated Personalization Tactics
- Suppressing previously consumed content
- Connecting the mobile and onsite personalization experience
- Personalizing in-app messages
In addition to personalization, our guide to Increasing Repeat Visits includes other strategies and tactics to engage readers and increase visit frequency.