We all are fond of our names and have an account of weakness for it. Just recall what a pleasant feeling you have when you are addressed by your name in a restaurant that you frequently drop by.
It has been noted by intelligent companies and brands so much so that they started a practice of pushing out their promotional mails addressing by your first name.
Personalization is a powerful tool when used right.
Using this strategy have improved the marketing efforts of the marketers for decades now.
Research shows that personalized email campaigns receive 29% higher email open rates and 41% higher click-through rates than generic emails.
What is personalized marketing?
Personalized marketing is the implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology. The goal of personalized marketing is to truly engage customers or prospective customers by communicating with each as an individual.
Data is the key to personalization
User data is the most important resources you can have to develop an effective marketing strategy. The outcome of your marketing campaigns is related to the precision of collection and measurement of data. You can collect different data to learn in-depth about your user from email list segments, website analytics, search data and many more data points. This is the only way to offer your services or products in a more personalized way through your marketing campaigns.
Personalizing your marketing campaign can start only when you have sufficient data to build a customer persona for your offering.
The power of personalization can be understood from the following points:
Personalization helps target specific audiences effectively
Personalized marketing empowers you to reach well defined audiences. User data generated from multiple sources can help you develop more targeted email campaigns based on their interests or buying habits.
For instance, if you are focusing on audiences with an interest in soccer, you can use subtle references of top soccer stars and instances in your email campaigns, blog posts, or even in your email opt-in forms to offer a more personalized experience through content and raise conversion levels.
Personalization assists in better content development
To break the clutter and grab the attention of your audience with unique and appealing content is relatively easier with personalization.
Netflix uses personalization to develop content that has magical information on your preferences. Every move made by Netflix is driven by vast amount of data, and your watchlist is, in a manner, customized by you too. The service runs 250 A/B tests per year, exactly knows when you hit play or pause; when you stop watching a title halfway through; when you click that little + button to add something to your Watchlist. It collects information from over 300 million member profiles, then feeds the data into its personalization endeavors.
Personalization is the basis of developing deeper relationships with customers
Bonds of relationships with your customers can also be made through personalized marketing efforts. By sending birthday wishes, marriage anniversary or other personal greetings and thank you note on the joining of their email list, you can show your caring gesture to your customers.
You can even give your customers and dedicated audience a dramatic experience by improvising your entire website and landing pages using personalization. Along with pushing your sales and conversion rate, it will also give your audience base a homely feel on your website.
Personalization gives a face to your business
To offer a genuine personal experience through marketing, you need to give a personified identity to your company. This includes complementing the human nature in your business.
You can include an active reply-to address in your automated emails to enable your customers ask questions and leave feedback. Make the faces behind your company visible by including the faces and names of your employees. This drives the message that your company is regulated by human beings and not by robots.
There are businesses who combine the company name with the person in charge of different departments to offer a more friendly experience to customers.
Personalized data aids in better recommendations
Customer buying habits convey volumes about them. E-tail sites like Amazon and eBay use this discreetly to offer more relevant product recommendations for their customers. They even send emails with recommended product catalogs occasionally.
So with this option at hand, you can get suggestions based on your own behavior by Amazon rather than asking for suggestions from friends or surfing the internet.
Personalized marketing boosts sales and conversions
Personalized marketing is beyond relationship development and emotional bonding. It’s also a time tested way to help your customers and grow your sales at the same time. Simple recommendations or a minor suggestion can help bring you better results.
Other than the above benefits of personalization, there are additional benefits too which you’ll understand on practicing its application.
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