Personalizing a pre-release launch for your loyal customers
If you create and sell products that are sold as a limited release or for a limited time, such as a vintage of wine, custom printed t-shirt or a pop-up food shop, you will likely have an email list of loyal customers who want to be the first to know when you are doing something special so they can get in first.
When it comes time to sell your product, you send an email broadcast to your loyal customers to let them know about the product and give them a special link if they would like to purchase before the product is released to the general public.
To personalize the experience for those customers, you can add some parameters to the links you embed in the email and use RightMessage to personalize the experience to make the purchasing process even more personal.
Example: Four Pillars Gin
Four Pillars Gin is an Australian distillery that produces world-class gin, including unique gins that are released in limited batches once a year. If a customer would like to get early access to new gins they release, Four Pillars have an email list to subscribe to.
Once a new batch of gin is ready for sale, Four Pillars emails this list to offer first access to purchasing a bottle (or two).
The link in the email will direct the subscriber to the product page for the new release gin where they can make a purchase
The link contains some UTM parameters for tracking in Google Analytics, but they can also be used as a condition in RightMessage to target their subscribers with custom personalizations.
Personalizations that could be added include a custom headline and supporting copy about the release, a custom message from the distiller or perhaps a special cocktail recipe created for the subscribers.
Below is an example of how the product page can be personalized for visitors that click the link in their email.
Setting up a campaign for URL’s containing UTM parameters
In this article we will break down each step in the process, so you can use similar steps for your own UTM campaigns.
The steps to set up personalizations based on a custom UTM parameter added to links embedded in emails, are below:
Create a segment group for the product(s) being released.
Add the product(s) as a segment within the segment group
Use the ‘UTM’ condition to target the unique ‘utm_campaign’ parameter in the URL.
Create A Custom Campaign
Personalize elements on the product page based for the product segment(s)
Add a goal to track the campaign and sales.
Test the personalizations.
Create a segment group for the product(s) being released
The first step is to set up a segment group that will group together the different products that are being promoted via a pre-release email.
In your RightMessage dashboard for the website you are personalizing, click ‘Segments’ in the admin bar.
In the left sidebar, click the ‘+ Create a new segment group’ button to create a new segment group.
Select ‘Other’ as the type of segment your new segment group will be used for.
Click the yellow ‘Create Segment Group’ button.
The new segment group will be saved and automatically appear in the left sidebar.
To change the name of the segment group, click on the segment group name in the main segment editing screen.
Edit the existing name or add a new name in the field provided.
Click the yellow ‘save’ button to save the new name.
Create a segment for the product(s)
Within your segment group you can add a segment for the product(s) being sold as a pre-release.
Click the ‘+ Add a new segment’ button on the right side of the main segment creation area to add a new segment to the segment group selected.
A new segment box will appear in the main segment editing area.
Add a name for the segment in the field provided (in this case the name of the product), and click the yellow ‘save’ button.
Click ‘+Add a new segment’
Add a name for the segment
Click ‘Save’ to save the segment name.
Add a ‘UTM Parameter’ condition to each segment
Each product will have a unique UTM ‘campaign’ parameter in the URL used in the emails sent to customers.
We can set up a condition for the product segment to query the UTM ‘campaign’ parameter in the URL, and check if the parameter has a specific value.
Use the drop down in the segment box to add a new condition. Select the ‘campaign’ option under ‘UTM Parameters’.
If you also send different emails to different lists, you can also use the 'utm_campaign' parameter to further qualify the customer.
Fill out the required field(s) for the condition chosen.
For ‘utm_campaign’ condition, we want to configure the condition to check if the ‘name’ of the query parameter in the URL equals a specific ‘value’.
In the case of the URL with UTM parameters, the value needs to equal 'BSG-2018-Wilmas-List' for the condition of that segment to return true.
Tip: the reason for using the ‘for the most current page’ option, is to prevent any UTM parameter overlaps. If you use ‘if there is any occurrence’ option, and a visitor has clicked a link in two different emails, it can cause a conflict when the visitor is visiting the website.
Repeat the above process for adding other products, with its own condition to check the utm_campaign parameter in the URL and its value.
Publish the segment group additions to RightMessage
To make sure your new segment is saved, click the ‘Publish’ button in the top right corner of the screen.
Create a new campaign
In order to use RightMessage to personalize the home page for different products being pre-released to customers, you will need to create a ‘campaign’.
Click ‘Dashboard’ in the RightMessage admin bar to navigate back to the main dashboard area.
As we are targeting UTM parameters, connecting with an email marketing service is not required.
If you have not yet integrated with an email service provider, click the 'Maybe Later' link to by-pass the email marketing service integration.
If you have not created a campaign before, click the yellow ‘Create A Campaign’ button.
If you are creating an additional campaign, click the ‘+ start a new campaign’ button at the top left of the screen.
For a campaign to personalize a product page, click the ‘Create a custom campaign’ option.
Add a name for the campaign, and select the segment group created in the previous step.
Click the yellow ‘Save’ button.
RightMessage will automatically create the new campaign and will redirect you to the campaign editing area for you to begin personalizing the elements of your website for the product segment(s).
Personalize a product page
The campaign editing area in RightMessage is used to personalize various elements on a website page(s). The personalizations you add will show to your website traffic based on the segments and conditions you defined in the segment group.
Below are some of the basic changes you can make easily and quickly when personalizing your website:
Change text of a headline, tagline, call to action button or paragraph element
Change testimonials and/or social proof so it is relevant to the audience of the business type.
Swap any relevant images
Adjust the phrasing of any listed features and benefits
To start personalizing an element for your campaign, navigate to the product page.
If the website has a link to the page showing on the site, click the 'Navigate Mode' option in the top right of the website preview pane.
Once navigate mode is enabled, you can click on any CTA's, menu items or links to navigate to the appropriate page.
If the product page is not available to navigate within the website, paste the URL of the product page into the URL bar provided.
Once the product page has loaded, hover over the page in the preview pane, and use the pink outline feature to locate the element you want to personalize.
The outline feature will specify the type of element you are hovering over - such as a link, headline, paragraph, list item, image or other type of element.
Click on the highlighted element you want to personalize. A box will show under the element with an option to personalize the element or cancel the selection.
Click the option to ‘Start Personalizing This …’
The personalization editing tool will display on the screen containing the options available for personalizing the element.
Note: the options shown in the personalization editing tool will change based on the element selected.
The ‘Modify’ settings tab in the personalization editing area will provide options to make changes to the text, the visibility of the element and adjust the styling of the element.
Enter the changes you want to show for the segment selected.
In the below example, we are going to show a custom headline for the customers that has clicked on the URL where the utm_campaign parameter equals ‘BSG-2018-Wilmas-List’.
To personalize more areas on the product page, close the editing tool for the personalization by clicking on the ‘X’ icon in the top right of the editing tool.
Use the pink highlight feature to select the next element to adjust. Click on the highlighted element you want to personalize. A box will show under the element with an option to personalize the element or cancel the selection.
Click the option to ‘Start Personalizing This …’
The personalization editing tool will display on the screen once more.
In the below example, we are going to add some custom text for the customers that have clicked on the link where the utm_campaign parameter is present.
To make the paragraph stand out, we can add some custom styles to the 'Additional CSS' area.
To ensure your the personalizations are saved, click the ‘Publish’ button in the top right corner of the screen.
Add a goal to track the campaign and sales.
To track the results of the campaign, we can set up a goal to track when the customer has completed the purchase and landed on the 'confirmation' page.
Once the campaign has been published, a pop up box will appear to create a goal.
Click the yellow 'Yes, track this campaign' button.
Click 'Define a new goal'.
Add a name for the goal and click the yellow 'Save' button.
RightMessage will save the new goal and redirect you to the ‘Goal’ editing screen to add conversion event(s) for the new goal.
To track the conversion for the product purchase, we are going to set up a goal to track when a customer has viewed the ‘confirmation’ page, which they see when they have successfully submitted their purchase.
Paste the link of the ‘confirmation’ page into the URL field in the goal editing screen and click enter to load the page.
To add a new conversion event to track, click the toggle arrow icon beside ‘Set Up Conversion Events’. Select the ‘Views This Page’ option displayed in the drop down.
To make sure your new goal is saved, click the colored ‘Publish’ button in the top right corner of the screen.
Click on the ‘RightMessage’ icon to navigate back to the main dashboard area.
RightMessage is now tracking the conversions for the campaign where a customer lands on the ‘confirmation’ page.
Once data is collected, you will be able to see the conversion breakdown across all of the products in the campaign and personalized for.
Testing the personalizations
To see the changes on the page, open a private/incognito window and paste in the URL link with the utm parameter added in the link.
Tip: You may need to clear your browser caching if the personalization not loading.