This post was done in partnership with Braze.
Renowned American writer and lecturer Dale Carnegie once said: “A person’s name is to that person the sweetest and most important sound in any language.”
Amid the ongoing marketing clutter and digital noise that defines today’s business landscape, personalisation initiatives as simple as including the first name in your brand’s promotional emails deliver significant value. Personalised marketing efforts on average uplift revenue by 10-30%1 and can deliver higher customer acquisition rates and engagement.
Today, 90% of consumers2 express frustration with the irrelevant marketing messages they receive. Accordingly, we’re seeing that the tradition of a “one size fits all” marketing strategy has given way to a growing need for largely personalised and relevant marketing communications.
Four rules for effective personalisation
According to a report from McKinsey, marketing campaigns and communications within the next five years will largely be driven by personalised marketing efforts. Personalisation marketing strategies have been in play for decades, but their full potential can only be untapped when used right.
Personalisation isn’t a nice-to-have – it’s now a crucial strategy to cut through the marketing noise and drive engagement.
To master that strategy, companies need to take the following steps:
1. Embrace customer data
While many brands collect data on their customers and their preferences and behaviours, collecting information is just the first step. To be effective, personalised marketing strategies have to move beyond simply collecting data to ensure the information they collect is being analysed and then used to customise and target the messages that are being sent to each individual customer.
Making sense of each of your customer’s unique consumption journeys across various touch-points can be a treasure box for your next personalised marketing action. Not only will you be able to learn more about your consumers and how they are engaging with your brand, but it is also possible to chart forecasts to maintain or increase consumer satisfaction and consumer loyalty.
2. Drive real-time experiences
To build strong relationships, brands need to ensure they’re communicating in ways that resonate with each customer at an individual level.
Understanding your clients and their preferences in real-time is important to keep your clients engaged in your brand or services.
When the right personalised content gets to the customer at the right time, customers can be motivated to take the action you are looking to encourage, leading to stronger campaign results.
3. Cultivate your human touch
To keep customers engaged, brands need to ensure they’re communicating in ways that speak to each customer as an individual. It is more than just reaching out to your customers at the right time with the right message; you need to speak to each customer the way a person would.
That means adjusting the wording in the messages that are sent to each consumer to better speak to their unique needs and preferences. But it also means ensuring that emails and other messages are delivered at thoughtful and convenient times, and in accordance with what those customers expect from your brand.
4. Look beyond a single messaging channel
Keeping the above in mind, we must carefully navigate the existing plethora of marketing channels that serve different marketing needs. From push notifications and emails to in-app messages and content cards, each messaging channel has its unique attributes and strengths, allowing each one to leverage customer data to speak effectively to consumers as individuals in different ways.
Alongside personalised messaging, brands need to embrace channel expansion to match the appropriate messaging channel (or combination of channels) to each person’s place in the customer journey. No one channel can speak to every single member of your company’s audience; you need to find the right mix of channels for your audience and ensure you’re providing personalised and relevant experiences that are consistent across each one.
Personalisation in the time of COVID-19
While personalisation has been growing in importance for companies ever since the first iPhone was released, in recent months it has become even more essential for marketers to connect with consumers in an empathic manner because of the impact the ongoing COVID-19 pandemic has had on everyone’s levels of anxiety and stress.
Consumers never want to receive frustrating, broken experiences from the brands they engage with, but those sort of negative interactions are especially unwanted in the midst of real hardship.
But while COVID-19 has had a major impact on customer engagement and the marketing landscape, not all of those impacts are catastrophic or even negative. Even with the current economic state of affairs, global eCommerce purchases rose 280% worldwide between March 28 and April 27, compared with the previous month – and the impact of personalisation on purchases is only going up.
We have seen a 14.9% increase in personalisation use compared to the previous year, with 23 times higher impact from personalisation on purchases across global industries.
Brands that embrace personalisation now are well-positioned to thrive in a difficult and complex market; brands that fail to seize today’s opportunity may find themselves falling behind their competitors.
How to get started with personalisation
Data is the secret sauce for personalisation and a key factor in expanding personalised messaging to new campaigns and new messaging panels. But success takes more than just data; you also need a strategy and the technology required to put it into practice. (Then again, often the hardest part is just getting started).
Developing a personalisation strategy is a marketer’s journey to obtain the full suite of capabilities needed: Always-on, real-time, and one-to-one communication across the consumer ecosystem. Before executing an effective personalisation strategy, marketers need to understand the different types of personalisation, then identify which ones fit your unique customer engagement needs and the data at your disposal.
To help out, American-based customer engagement platform Braze has put together a nifty guide to crafting personalised marketing techniques that will captivate your audience’s attention. This exclusive guide illustrates the four key tools and strategies needed to aid marketers looking to get up to speed on personalisation strategies.
Learn more about the nuts and bolts of effective personalisation from Braze here and get on with creating remarkable personalised marketing communications.
Interested in digging even deeper? Find out how you can provide those relevant personalised experiences by arming yourself with all the dos and don’ts for every channel you use to connect with customers here.
Braze’s customers, including Disney, Sephora, Agoda, Citibank, and Telstra, use its platform to facilitate real-time experiences between brands and customers in a more authentic and human way. The company was named a Leader in the Gartner Magic Quadrant for Mobile Marketing Platforms in 2019.