Hi! Would you like some online magazine tips? If we had used your name in the first sentence, then it would have been a lot more likely that you would have continued reading. All of us are sensitive to personal attention after all. What’s more, it gives lots of people a huge boost. Not only in everyday life, but also online.
Look at companies such as Coolblue, Peerby, KLM and Travelbird that are hugely successful online. They make things easier for their customers by offering them a perfect user experience and excellent customer service, but also by addressing them personally.
22 percent increase in magazine visit duration
Although it might not be hard psychology, the numbers do not lie: if your name is used in an email or magazine, you are more likely to click on links or to continue reading. The CPC run Rotterdam’s running magazine showed that personalization increased the duration of visits to the online magazine by 22 percent.
Thousands of runners received a magazine the day after the event. The runner is addressed using his or her first and last names and personal finishing time. The runner’s finish photo really is the icing on the cake.
3 applications for personalization
Personalization is possible in text, photos or forms using a person’s name, job title or other customer information. Our magazines allow you to not only personalize the start page, but also other pages throughout your publication.
1. Address the reader personally
This Dutch magazine from the "Hartekampgroep" addresses the reader personally, which leads to a stronger connection between content and reader. The magazine is opened more often, more pages are read and the average duration of a visit increases.
2. Personalize content for your reader
This magazine from TATA steel comes as a pleasant, personalized surprise for runners of the TCS Amsterdam Marathon. It features their own finish photo and finish time on the cover.
3. Prefill forms for a better conversion rate
In our very own news update, we prefill forms with information that's already available to us in advance. This removes possible friction for readers because they won't have to fill it in themselves and makes it even easier to fill out forms.
Give something away to convince visitors
Of course, having an excellent database is crucial. Start building a good database today if you want to successfully employ personalization. Lower the threshold for visitors to fill in forms. Some details such as name and email address are useful for personalization. Every additional question increases the chance that the reader will quit filling in the form. Offer a gift that entices the reader to fill in their information. An example is the Whitepaper function that we have recently added. Of course you can also collect data using your existing email address list, newsletter or social media.
More info on ways to use personalization in your magazine can be found in our news update (#11). Good luck using personalization!
Do you have any other ideas for personalization? Or would you like to talk about something else? Get in touch with me at firstname.lastname@example.org or call +31 (0)20 303 2822.
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Dennis is a product marketer at Instant Magazine. He works on our market positioning, product messaging and crystalizes the value of our tool.
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