Personalised Marketing Communication
Companies are increasingly incorporating personalisation efforts in their customer communications. This is because it is reported that 88% of marketers have seen measurable improvements as a result of personalising their messages. Personalisation is a lot more than just using a customer’s name and can be integrated into different marketing channels such as email, social media, and SMS. By collecting relevant and useful customer data, companies can target their ideal customer and provide a message that is relevant and tailored to them (bluebeetle.ae). The goal is to make customers believe that the company is speaking directly to them (techtargetcom).
Personalisation can help brands
- Increase customer feedback.
- Improve customer experience.
- Increase customer loyalty.
- Improve lead nurturing.
- Raise customer retention.
Tips on personalising your marketing communications.
Know your customers: you can only make communication personalised if you know your customers. Finding out their problems/challenges provides you with an opportunity to offer these customers a solution that is beneficial for them.
Creating customer personas makes communicating with your customers easier as you have a better idea of who you are speaking to after a persona is created. Knowing the age/likes/dislikes/challenges of customers allows you to create a message that is more targeted to them (bluebeetle.ae).
Use data to gather useful information to improve communications with customers. Customers do not want to receive irrelevant information, so the more data captured, the better understanding you have on what message your customers want to hear.
Subject lines are very important as they determine whether your message gets opened or not. They must capture the attention the recipient and persuade them to click on the message. Using the name of the individual is good to include to catch their initial attention.
Why should you personalise your communications?
The personalisation of communication shows customers that the marketing communication received is unique to these individuals. Personalised design, messaging, and offers generate positive emotions for the recipient resulting in customer satisfaction. These days, inboxes are crowded with marketing material, most of which are irrelevant to the person receiving them. An email/message that is personalised to the recipient makes the message stand out of the crowd and captures their attention. Personalised recommendations based on data captured increases impulse buying behaviour as they are looking at communications that they have shown an interested in (mailchimp). For example, if a clothing company has data that the person viewed a certain piece on their website, they can then send that same piece in an email to remind them to make a purchase. Providing information and offers that the recipient has shown an interest in improves sales in a cost-effective way as well as resulting in increased customer engagement (insight for professionals). A benefit of personalisation is that inboxes won’t be crowded with irrelevant junk mail which people get frustrated by, instead personalised messaging provides individuals with relevant content that are targeted towards them (insight for professionals). It also results in less people unsubscribing from the company.
McKinsey research shows that in the average marketing campaign, irrelevant content generates an 83% lower response rate and that personalised marketing increases revenue by 5-15%, efficiency of marketing spend by 10-30% and reduces acquisition cost by as much as 50% (instapage).
Challenges of personalised marketing.
Getting data on customers may be difficult to obtain. Advancements in technology allow an increased amount to be collected on customers. However, the right tools and systems are needed to effectively obtain and manage the data. Data must be accurate to avoid mistargeted communication, which will be ignored (Forbes). Marketers must comply with GDPR regulations to avoid unlawful data collection without consent. Personalisation must be balanced against knowing too much about your customers. Individuals may not like the idea of companies having their information so companies must be sensitive to this. It is important that companies don’t get personalisation wrong or else it could have a negative effect. Companies should make sure their data is accurate before communicating with customers.
Personalisation is no longer a nice-to-have feature, it is now vital for customer loyalty and profits. It shows that the company knows and values their customers, resulting in a greater customer experience. Brands must stand out amongst their competition and not get lost amongst the overcrowding marketing messages being sent out daily.