That market of yours out there is both demanding and savvy. Gone are the days when generic throwaway offers and trite promises cut the mustard. The only way to capture your audience’s attention is to speak directly to each individual… and that requires personalisation.
Already 63% of marketers see personalisation as effective (IDM: The state of digital personalisation in 2016). That includes your competition. Are you dragging behind or ahead of them here?
Why use personalisation?
It’s not just a buzz word. Personalisation is used for good reason. It’s very measurable. So much so that it’s now a proven way to improve campaign results against critical (and meaningful) KPIs.
- Increases open rates
- Raises click-through rates
- Boosts customer satisfaction
- Increases sales
- Decreases unsubscribe rates
- Increases return traffic to websites
What channels work best?
According to the IDM, top of the list is still direct mail campaigns. But interestingly, although 70% of respondents to the IDM’s survey confirmed they used organic social media, only 13% use it for personalisation. There’s clearly some space to grow into here.
It’s a similar story for websites too. The reasons for this aren’t specified in the IDM’s report. However, technical knowhow may well be a contributing factor to this apathy. Which means it’s one that can, and should, be exploited by businesses keen to keep ahead of the curve.
Data and detail
Of course, personalisation will only ever be as good as the detailed nature of the data that is being captured. If your website is gathering a name and an email address, your campaigns won’t personalise beyond that. Add a few extra fields to your data capture forms, however, and you could reap significant benefits that far outweigh your fears of putting people off.
Imagine just how much more targeted, and thus personalised to your recipients’ preferences, your campaigns could be if you were to capture financial information, birthdays, or even geographic location. Take that another step further, and add in personalisation based on transaction history, and you’re going to be building up a seriously detailed picture of your buying customers.
A final cautionary note…
It’s worth us saying here, just for the record, that of course you need to make use of the data you collect. Not just because it’s the logical thing to do, but also because the Data Protection Act requires you to do so. Personal information should only be collected for a specific purpose; ‘just in case’ isn’t an adequate reason. Ignore this point, and you may find your business is deemed a data risk by the Information Commissioner.
But this is easy to mitigate. By taking advice from specialists like virtualROI, and putting careful thought into your personalisation strategy in advance, you will prevent this from happening. As with any worthwhile endeavour, perfect preparation prevents poor performance…