Ever since I started working in Digital Marketing (long before Customer Experience was even a thing), personalisation has been a buzzword. Back then it meant calling your customer by their first name in your emails and SMSs – and boy was that impressive back then!
Cut to today.
Times have changed and using someone’s first name is the very least you can do. If you haven’t even mastered that yet it’s time for you to take a long hard look at your communication systems and strategies.
If you have already mastered the basics, let’s talk about how you can truly personalise your communication.
Get to know your customers
I’m not talking about getting your customers to confirm their details, you should have those already. Getting to know your customers means learning about their lives, their interests and their aspirations. I know what you’re thinking, “How am I going to get to know every single customer that intimately?”
The best way to get started is to identify commonalities between your customers, use this data to create nuanced personas and help you craft marketing communication that speaks to them in a voice they can relate to and trust. After all, you wouldn’t talk to a middle-aged mother of 5 in the same way you’d talk to a professional athlete in their twenties.
And more importantly, you wouldn’t try to sell them the same products or in the same way.
Ready, Aim, Fire!
Knowing who your customers is merely the foundation for your marketing communication strategy. Personas are one of the most effective weapon in your sales arsenal, but how you use them is what will really show results.
One of my favourite new marketing automation features is Dynamic Content, which changes depending on who receives your email or views your website.
What?! That’s crazy!
As crazy as it sounds, with the right tool, a little code and some savvy planning, Dynamic Content helps you target the right message to the right person without crafting a completely new email for each persona. As I’m sure you’re already aware, marketing is incredibly easy if you’re selling a product that people need. Now consider how effective your marketing will be if you could send the same email to your entire database and sell the right product to the right person…
The facts speak for themselves
Here are some statistic for you to mull over:
- Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
- Only 39% of online retailers send personalized product recommendations via email. – Certona
- Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor
- Personalized emails deliver 6x higher transaction rates. – Experian
- Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor
- Marketers see an average increase of 20% in sales when using personalized experiences. – Monetate
I’ll give you some time to take it all in. When you’re ready to take personalisation seriously, click here to get in touch with us.