Getting a prospect to engage with your follow-up email is tricky. With that said, customizing the message with personalized content, such as images and videos, more than helps you get their attention.

But what if you customize their experience beyond the email?

For example, by including links to specific landing pages in your email, you could also use website personalization to provide them with a brand new experience and ultimately, to boost conversions.

Let’s look at 3 examples.

Personalize Social Proof Using Location Data

Usually, social proof is one of the first things we all look at when choosing a supplier in B2B. Nobody likes buyer’s remorse. We want to hear from the company’s customers to back up our decision to work with them.

In fact, 92% of B2B buyers are more likely to purchase a product after they’ve read a review. You’ve probably included links to reviews and testimonial pages in your emails. That’s a good first step.

But what about taking it to the next level and personalizing these landing pages?

Instead of showing your leads some generic social proof, show them reviews and testimonials from companies they can relate to. Nowadays, you can use IP address data to determine your lead’s location and customize your website content depending on where they are.

If your company is active at a global level, you can use this tactic to highlight customers in the vicinity of your leads.

TrendWatching is a good example of a company that applies this tactic. They are a market research company that provides its customers with insights about global trends and they have clients in 60+ countries.

Social proof plays a big role on their website and they customize their customer listing according to the visitor’s location, as you can see in the screenshot below. They also show a mix of logos for companies big and small, indicating that they work with a wide range of clients.


Another form of personalization based on social proof could be customer quotes. Instead of showing the same “What our clients say” section to everyone, present quotes of local companies and use brand familiarity to your advantage.

Personalize Your Product Tour for the Prospect’s Company & Industry

If someone’s on your mailing list, you probably already store some additional information about their company and industry in the form of so-called merge tags (e.g. {{industry}}, {{job_title}}, {{company_name}},..).

This data is great for creating personalized emails, but did you know that you can also use it on your landing page?

For this, you need to add a dynamic placeholder to your web page and create an email link that contains custom parameters (e.g. mywebsite.com/product-tour?company={{lemlist_companyName}}. Once the prospect clicks on the link, the placeholder will be replaced with the prospect’s data resulting in a hyper-personalized version of your landing page.

The best part is, you only need to set this up once and you can connect it to as many email campaigns as you want.


Personalize by Behavior

Speaking of actions, you’re probably tracking your leads’ behavior on your site as well. Perhaps they visited your demo page but didn’t book a time with you yet?

Have you tried sending them a personalized email encouraging them to get a demo a few days after they've left the website?

This type of tactic is the B2B version of cart abandonment emails, long used to convince shoppers in the e-commerce space. It’s powerful in itself, but personalizing the demo page can go a long way to help customers take that next step.

To put it in practice, include a link in your demo “nudge” email and personalize the landing page for the lead. Welcome them back and show a customized message that speaks to them.

Why should their particular company care about your product or service? How can you make that specific person’s job easier? Are they located close enough that you can actually meet them for coffee?

These are all data points you can use to get them to convert, as shown in the examples below.

Wrapping up

This was just a taste of how website personalization can help you close the email loop and get more conversions.

Now you’re probably wondering how you can implement these efforts. Don’t worry, you don’t have to do everything manually!

Our advice? Use the combined power of Unless and lemlist to personalize your creative at scale and crush your conversions.

Article written by Ecesu Erol - Ecesu is a personalization consultant at Unless, a website personalization engine for websites. You can reach out to her via LinkedIn or find her at a cafe by a canal in Amsterdam.