Personalization is powerful in marketing. As many as 86% of consumers say it impacts their purchasing decisions. So it’s no surprise businesses are making it a priority:Personalization is powerful in marketing. As many as 86% of consumers say it impacts their purchasing decisions. So it’s no surprise businesses are making it a priority:
But for it to generate positive ROI, it has to be done the correctly — and research shows that only 10% of top-tier retailers say they’re getting it right.
Too many businesses believe that personalization ends at names in email subject lines and suggestions based on purchase history. According to research, today’s consumers expect more:
“What we receive is not smart personalization. They aren’t personalizing the things that matter to me.”
“What they consider personalization is so old-fashioned.”
“I want more than just buying history-based emails.”
“With today’s technology, I expect the experiences and emails to reflect my interests and preferences.”
Think beyond names and product recommendations. Use customer relationship management software to sort your prospects and customers into segments that allow you to offer them content that meets their needs. Use marketing tags to track their behavior and tailor your offers specifically to them. Where are they in the buyer’s journey? What do you need to communicate to them to move them further down your marketing funnel?
The same goes for non-customer interactions.
If you’re networking with industry peers on Twitter, don’t send cookie-cutter automated direct messages after they follow your account. As Jennifer Kane points out in a blog post, even the social network itself admits it’s annoying:
Including an automated “thanks for following” message to your new followers might be annoying to some users. We do not recommend, but generally do not regulate, this behavior; if you receive a DM you don’t like, you can unfollow that user, and they will no longer be able to send you messages.
Don’t send them messages created from templates to ask for guest blogging opportunities. Emails like this one sent to Google’s Matt Cutts is the reason he pronounced guest blogging dead (more on that in a minute):
Send them content that’s personalized to them. Otherwise, you don’t stand a chance at getting their attention.