265% Conversion Boost: The Power of Personalized Marketing with RightMessage

Most websites show the same thing to everyone. That’s a problem. Your returning visitors, your past clients, your subscribers, your cold ad traffic, they all land on the same page and see the same message. One size fits all. And it’s costing you conversions.

In this video, I break down exactly how we helped one client increase their conversion rate from 24% to nearly 89%, a 265% lift, using personalized marketing on their website and in their email newsletter. This isn’t enterprise-level stuff reserved for Netflix and Amazon. You can do this now, with the right tools and the right system.

Why personalized marketing matters now

When you log into Netflix or Amazon or Disney Plus, or an e-commerce store, you can see “personalized for you” or “because you bought this, you should check this out,” because of your taste profile or your preferences. Here are recommended next steps. That’s commonplace and what we expect in enterprise-level tools like Netflix, streaming services, places where we buy stuff, even grocery shopping. Based on your past orders, you might like this. You’ve bought this.

These are smart algorithms in the background that determine what we should buy or what we should consume or what we should enjoy. And these are inherently good things if used properly. What if your website and your email newsletter could do that?

Before, you couldn’t really do that, because it was reserved for enterprise-level, crazy algorithms with giant budgets, billion-dollar companies. But we can do that stuff now. And that’s what I do in my agency for busy consultants, coaches and creators, people with email lists of 2,000 to 500,000 and more. Maybe you have something to sell, offers or products or services, or you have a large content library, testimonials, stuff that can be used properly. When someone visits your site, you want it to personalize for them.

When someone visits or joins your newsletter, they should only be seeing relevant emails and relevant offers. If they bought your course, they shouldn’t see that anymore. If they bought your course, maybe they should be recommended your coaching or your mentorship group or your community.

Or maybe you’re a cookbook author and you have a cooking blog, and you’re a chef and you have a whole bunch of different classes and a whole bunch of different recipes. Well, if they’re gluten-free, we probably shouldn’t show them recipes that aren’t gluten-free. If they’ve purchased your membership, we shouldn’t be pitching them. We should be showing them adjacent offers that augment their experience.

Your website should act something like Netflix, recognizing who they are. Because you bought this, because you’re a client, because you’re a brand sponsor, whatever it is, we should be showing them personalized recommendations.

The three tools we use

I want to show you an example of what I’ve been doing with my clients. We’ve been building personalized marketing on their website and in their emails. And our secret weapons are three things.

The first is a smart newsletter platform like Kit, or Bento, or Drip. HubSpot also does this for enterprise clients of ours. But specifically, it needs to be able to use the Liquid templating language. Kit is our favourite for smaller creators, or creators who have lists of less than 100,000. Once you get to 100,000 and up, you might be using different tools. As long as it uses Liquid, we’re good.

So, a good ESP, and also RightMessage. RightMessage is key here. We are a RightMessage certified preferred vendor. There’s only two and we are one of them. We know what we’re doing when it comes to personalization and building out your engines.

The third thing is the Creator Engine. That’s my internal tool and methodology we use for clients. It’s the underlying engine that talks to RightMessage, talks to Kit, talks to your website, and syncs it all back to Kit, to your newsletter with all of your contacts. We can send personalized emails and personalize your website because of RightMessage and because of Kit. Our Creator Engine is a smart little snippet that will rotate out offers.

How Spark Discipleship increased ad conversions by 265%

I want to show you how Spark Discipleship, one of our clients, does this. They have a blog, a website and offerings. They do some nonprofit stuff. They also offer offerings specifically to Christian married couples, or engaged couples who are about to get married, but also couples who are going through a rocky road. They also have a donor pathway as well.

So, there’s lots of different segments here, lots of different groups that could be getting conflicting messaging. If you’re engaged and you’re trying to get married, then maybe you should see offers and courses and newsletter pieces relevant to that, blog posts relevant to that. If you’re having a tough time in your marriage, you probably shouldn’t be seeing happy, clappy, engaged couple content. You should be seeing, how can we help you? And similarly, if you want to donate, you should be able to see content and offers that are specifically related to donating to the mission.

We helped increase their conversions by 265% on their ad campaigns. Running ads to some landing pages and using RightMessage, we built out a strategy that increased their conversion lift by 265%. That means their conversion rate before was 24%, and this is only based on a small window of time. Their conversions went from 24% from the ad campaign to nearly 89%.

If you’re running ad campaigns and they’re just generic ad campaigns, where you have an ad to a landing page and you want to test out segments, you need to create duplicates of those landing pages and duplicate ads. What if you just had your ad campaigns with different segments and targeting, but you sent them to the same page? It knew where that person came from, which ad campaign, personalized the content, and ran that.

That’s what we did here. We basically personalized what the user saw from the ad campaign. Skyrocketed conversions. Opt-in rates are obviously huge here. We’re looking at 23%, 30%, 33% conversion rates on their forms due to personalization using RightMessage.

CTA conversions, clicking through to offers, clicks from ad campaigns to offers, to courses, to donations. So, this is increasing all of that, and also enriching the data of users. Our quizzes and surveys ask, hey, where are you at in your marriage? How many kids do you have? What’s going on? How can we help you? How can we serve you?

We enrich the data, and then we use that in their newsletter. When they send out newsletters, you get relevant content and relevant recommendations. So, that’s the Creator Engine, that smart Creator Engine widget. It’s like when you log into Netflix and it says, because you bought this, you should check this out. And that will display thanks to RightMessage enriching data, because of the flows and the surveys, and because we can use Kit to store that data. That’s what we do.

How surveys and segments personalize the welcome emails

Another example here is a segmentation flow we’ll have set up like this, and it’s pretty robust. When they come to the site, we want to be able to survey them. This is what the back end of that survey might look like. There’s a whole bunch going on here, but what the user sees is something very simple.

What brings you here? Okay, I want to strengthen my marriage. We’re newly married. No kids yet. Which statement feels true for your marriage? We struggle to prioritize each other. What’s making it hard for you to connect right now? Work schedules.

We mapped out, based on all their answers, what they should be getting and the messaging of that. So now this data says, “Build the marriage that thrives despite your busy lives. Based on what you shared, we recommend joining the Marriage Foundation course.” And this is personalized based on who’s reading. So if you said you were one segment or another, you struggled with A, B, C or D and you needed X, Y or Zed, this will change.

We store this data in that segment, because we build out different segments in RightMessage. For example, the different audience personas: engaged couples, seasoned supporters, pastors, young driven couples, busy drifting couples, spiritually driven, remarried and blended families. And we can actually take that data and store it in our Creator Engine tool. So we can see the percentage of audience breakdown and the different offers.

We have different segments, but primarily the audience personas. We’ll store that in Kit. Depending on what their answers were, they’ll go down a path. We check to see where they’re at and who they are. We’ll send them the welcome sequence, but then we’ll give them the personalized welcome sequence. We’ll split it out and say, okay, if you’re a married couple, young driven, busy drifting or spiritually driven, you each get different types of welcome sequences.

So it’s personalized, and it’s a nice spread. We can see 211, 855, 196, 66. They’re spread out depending on who they are. So they’re getting personalized welcome sequences. This is thanks to data that’s being sent to us from RightMessage that we’ve set up.

And now we can personalize what the email says. This is what somebody would see, but if they wanted to go deeper, if they felt like roommates, if they had struggled to prioritize one another, if they’re spiritually disconnected, the messaging would be different. And this is copywriting that we provided and worked with the client to write, so that when the customer or the reader is getting content, it speaks like a person.

In this case, say Spark met somebody at a retreat and they asked, hey, tell us about your marriage. And they said, ah, we’re new, we have no kids, but we’re busy. We’ve got busy careers and we’re focusing on our careers, but we’re not prioritizing each other and we’re drifting. So my client would go, I get it. I know what you need. And he would speak to that person where they’re at.

They would speak differently to a pastor, or a spiritually driven couple, or an older couple who’s doing really well and had rocky roads but has overcome that. They would say, “Hey, you can pay it forward to the young couples who were once where you are and want to get where you are now.” They would speak differently. You say, “Yeah, you told me you were struggling to go deeper,” or “you told me that your ministry is dwindling,” or whatever. You modify the welcome sequences.

Why one-size-fits-all marketing doesn’t work anymore

Put yourself in that situation. Think about your business. What’s my audience? What are my segments? Who do I serve? How do I break them down? If I met them in person, how would I ask them? And what door would I send them down? Where would I send them?

Hey, you’re a beginner. Hey, you’re advanced. Hey, we need your help. We want to partner with you. You already bought that, or you already attended that talk, so you should go here. That’s what you would do. And in the world of AI, where everything seems disjointed, not human, that personal connection is what matters more. It makes it even more valuable.

So when you send newsletters, you shouldn’t be sending one-size-fits-all broadcasts. You shouldn’t be sending one-size-fits-all sequences, welcome sequences, pitches. You shouldn’t be sending the same pitch, the same offer, the same content, the same blog posts. Heck, your website should not look the same for everyone. It should be different for everyone based on their browsing behaviour, what they’ve bought, what they’ve told you in a survey, how many times they visited your contact page but haven’t contacted you yet.

All of this data is rich and it’s there, but nobody’s collecting it. And then there are those who are collecting it, like our clients, where we get them hooked up and we strategize with them and we build out their RightMessage. We build out their audience segments. We build out their flows. We hook into their ad campaigns. We run ad campaigns. We do on-page personalization.

So for example, the website looks different for every person. The ad campaigns look different depending on where they came from, if they were referred by somebody, if they read this blog post in this category. It’s all rich and it’s all there, but if you’re not collecting it, you can’t do anything. So, if you’re using RightMessage and you’re hooking into Kit and you’re working with an agency like mine, you’re able to build something like that personalized recommendation engine that Netflix would have, where it’s like, because you bought this, you should do this.

How the homepage changes for each visitor

This would be their default homepage. We’ve got a standard opt-in: join us on the journey. We don’t know anything about you. But if we want to find out about you, let’s go for “I’m in a season of giving back,” and we say, “We received help when we were starting out. We want stories of couples who are changing their lives.” And then we add our information. Boom.

It’s going to understand more about what we know. If we were to come back to the site, it’s going to prioritize that offer. It’s not going to ask me to join the newsletter now that they know that I’m a seasoned supporter. Our CTAs should be focused on that, not join the newsletter. The newsletter is going to be personalized to me as a seasoned supporter, not as an engaged couple.

You can see here, “Your generosity is changing marriages. Join the Spark Collective.” Now, we want a donor pathway. We want this person to donate. Over here, too, we’ve got a widget that pops up. Further down, we want to see testimonials that are relevant. Same thing here. We want to be able to prioritize donating, not join the newsletter.

We want to be able to see “Your generosity is changing marriages. Join the Spark Collective” across the whole site. When you are visiting the site and you’re scrolling around, we want to make sure we’re prioritizing that call to action. And that’s also in the newsletter. When you get a newsletter, it’s going to prioritize the Spark Collective.

We do that because of RightMessage, and we store it all in Kit. And then I have my own methodology to make sure all of it is talking really consistently, really smoothly. So that’s what this is all about.

Personalized marketing, if done right, is always better than non-personalized marketing. One-size-fits-all marketing doesn’t work anymore. In the age of AI, it’s even more important. People don’t want generic, one-size-fits-all experiences. More and more people don’t trust it, because content can be consumed at lightning speed. If your website is not personal to the person reading, why would they read it? It’s probably just AI content anyway. Who cares?

When you personalize your experience and meet your readers and your subscribers and your audience and your customers where they are, no matter if you’re a creator or an enterprise consulting firm, or you’ve got a large library of content or offerings, you give the user what they want. Understanding who they are and what they need, segmenting them properly, and personalizing their experience both in their newsletter and on their website as if they talk to one another, that’s going to increase all of it. Your lift on your opt-in rates, on your conversion rates, on your ad campaigns, all of it. It’s all possible now, and that’s what we’re doing with our clients.

We are one of two preferred certified RightMessage implementation agencies. We have our own process for extracting and understanding you, your business, your audience, the segments and how to personalize. We do everything from the strategy to the writing to the personalization. We build out all of the segmentation. We implement it in your Kit or your email service provider of choice, your RightMessage, and our Creator Engine methodology.