When you personalize your marketing, you send the right message to the right people at the right time. Not only does it give your content a touch of humanity, but it can drive revenue, too. In this post, we explain why you should make your marketing unique to every customer and tips on making it happen!
What is Personalized Marketing?
Personalized marketing is when you tailor your marketing based on the data you’ve collected from your contacts. This process includes interests, shopping preferences, purchase history, and other relevant factors about your audience.
When you use this data to customize the content your contacts receive via email, ads, and other platforms, you’re using personalized marketing.
In addition, personalization marketing uses analytics to make advertising messages and product experiences feel unique to each customer. It is much more than just inserting a customer’s name into a marketing email. It’s about reaching the right person with the right message at the right moment with proper suggestions.
Personalized Marketing Trends
As companies become more familiar with this strategy, personalization affects many forms of communication with customers. Here are a few recent trends:
- Custom emails: Customers are 29% more likely to open personalized emails—and those emails drive six times more transactions than generic ones.
- Targeted discounts: According to a 2017 report, over 60% of consumers say getting a value within an hour of interacting with a brand can help drive loyalty.
- Less generic advertising: With the rise of personalization, consumers are becoming increasingly less accepting of generic ads: Impersonal shopping experiences frustrate nearly three-quarters of customers. On the other hand, over 70% of shoppers respond to marketing only when their interests are customized.
How to Create a Successful Personalized Marketing Strategy
1. Create a Team to Take Charge of the Effort
To structure and monitor a personalization strategy, you need a team of skilled professionals, including people who know the tech, experts in developing use cases, customer outreach professionals to handle questions, and strategic campaign designers who have experience with personalization.
Coordinate with senior leadership so that your efforts align with larger corporate goals, and make sure you have a plan in place to produce high-quality content with an appealing design.
2. Collect Data but Respect People’s Privacy
As mentioned, customers want personalized experiences, but many are also wary of having their personal information out in the world. Remember to think about what data is most effective to track and focus on the data that will allow you to deliver the best experience to your customers that you possibly can.
As a consumer, who would you trust more?:
- A company that only prints “We care about your privacy” at the bottom of their emails
- A business that includes a detailed breakdown in its welcome email explaining how they will use your information, what you’ll get in return, and how you can opt-out if you want
You’re likely to trust the second company more. That trust can then solidify as your relationship with the business develops, and they stay true to their promise only to send you high-quality personalized content.
3. Use Data to Categorize Your Audience
When you have enough data about your contacts, you can organize them based on:
- Demographic data
- Spending levels
- Product interests
- Buying patterns
Not all of these segments will be relevant to your marketing, so decide what characteristics will help you send them messages that matter.
4. Choose Where You’ll Personalize
Several different platforms can benefit from personalization. You can send automated emails, remarketing ads—even landing pages. It all depends on where your customers are spending time. Use your data to figure out optimal placements.
Contact Us
Overall, consumers expect businesses to customize their shopping experience to their interests. It can be challenging, but the payoff is worth it! Good personalized marketing makes for happier customers, increases brand loyalty, and improves profits.
Do you want to personalize your user experience, but you are still unsure where to start? Call on the experts at Emagine Web Services. We are here to provide you with the utmost quality advice about the hottest trends in marketing and beyond. Call us today!
