Top 10 Rules of Personalisation in Marketing
Personalisation is everywhere and customers have come to expect it. In fact 62% of consumers say a brand will lose their loyalty if they do not deliver a personalised experience.
Personalised marketing means using data to target and retarget customers based on factors such as demographics, location, interests and buying behaviour. It’s effective because it means showing customers information and products that are actually relevant to them. After all, as a customer, how often do you click on ads for products that don’t relate to anything you’re interested in or need?
Personalised marketing helps you connect with your target audience on a deeper level and increases engagement, conversion rates and customer loyalty. If you’re not already using personalisation, I highly recommend looking into it – read on for some suggestions on how to get started or how to improve your existing personalisation strategy.
The Benefits of Personalisation in Marketing
The benefits of personalisation in marketing are far-reaching. It increases conversion rate (STAT). It also boosts customer retention – 49% of consumers have said they’re likely to become returning customers if they have a personalised shopping experience with a retail brand. It also lets you discover the type of contact your customers prefer – for example, how often they are okay with receiving emails and where to draw the line. In fact 81% of customers said they prefer it when brands understand when to approach them.
Personalisation creates a unique experience for each customer, making them feel special and appreciated. With so much competition out there these days, this helps you to stand out. Various surveys have also shown that customers are willing to share personal information in exchange for personalised service and discounts. Gather additional information is an opportunity to further-enhance your personalisation efforts.
Top 10 Rules for Effective Personalisation
1. Establish a Clear Objective
Before you dive into personalisation strategies, you should first understand what you want to get out of it. Is there a clear objective you’re trying to achieve? If not, then you should go back to the drawing board – personalisation strategies (or any strategies) without a clear objective won’t do you any good.
Establishing a clear objective when you start will help you stay on track and measure the success of your efforts. It’ll also help you stay focused on your goal and make the most of your marketing resources.
For example, if you want to boost engagement and increase sales via email marketing, you can start with personalization by sending emails to your subscribers based on their interests and purchase history. You can also use personalised copy to make the customer feel that the content is tailored to them. If generating leads is your objective, you might want to personalise your landing pages, while retention may require incentive schemes.
Once you’ve defined your objectives, you can plan how you’ll gather data – this may include cookie-based tracking on your website, data from chatbots, surveys, and email data.
2. Know Your Audience
This may sound obvious, but it’s important that you know your audience well. Understanding their needs and interests is essential for knowing what products they’re looking for and how to create marketing assets that will appeal to them.
It’s also worthwhile to segment your audience and tailor your messaging and offers in a way that will be relevant to each group. For example, you can personalise your website content based on certain factors such as the user’s IP address.
The more you know about your audience, the easier it’ll be for you to create relevant and engaging content that will resonate with them.
3. Use Behavioural Data
Behavioural data is one of the most important components of personalisation. It’s data that shows the actions your customers take when they visit your website, the path they take through your website and what pages they spend the most time on. This data can come in different forms, such as cookies, beacons or pixels.
Creating a visitor behaviour tracking plan will help you identify which customers are engaging with your website and what content they’re spending more time on. This will allow you to target them in a way that will be most responsive to. (This will also allow you to identify which parts of your website are the least engaging so you can troubleshoot and improve them.)
For example, let’s say you run an online retail shop selling shoes. You can track the visitor behaviour of people who visit your website and spend time on your “Women’s Shoes” section. You can then use this behavioural data to personalise your marketing efforts by targeting these customers with advertisements and emails that are relevant to their interests.
It also provides an opportunity to send relevant content to your audience based on their behaviour – for example, if a visitor goes to your website and spends time reading articles on travel, you can send an email with travel tips.
4. Make Personalised Recommendations
Companies such as Netflix use personalised recommendations to keep people on the platform instead of going elsewhere. In fact, 91% of consumers are more likely to shop with brands that provide recommendations and offers that are relevant to them.
5. Use Ad Personalisation
Ad personalisation tools can help you customise your ads based on behavioural data. These tools allow you to create multiple ad variations which you can split test, then select the one that’s most likely to get you the best results.
Another way to personalise is through contextual advertising. Contextual data such as the user’s location, the time of day, and the content of the page they’re browsing help marketers to place ads in the right place at the right time – that is, the context in which the customer is receptive and likely to purchase.
6. Leverage Custom Audiences
Custom audience targeting lets you find users across the platform (such as Facebook) who have already interacted with your company so you can re-target them with personalised ads. This allows you to improve your ad engagement rates, increase your conversion rates and lower your cost per acquisition. Example audiences include people who have visited your website in the past, or people whose last purchase was within a specified time period.
7. Use Marketing Automation Tools
Marketing automation tools allow you to create personalised emails and send them to your customers on a regular basis. You can use these tools to send emails based on behavioural and other data. For example, you can send emails to your customers on a weekly basis with blog posts focused on their interests. You can also use automation tools to send emails when customers take certain actions on your website, such as cart abandonment – if your customer hasn’t completed their purchase, you can send them an email encouraging them to do so.
For example, let’s say you run an online yoga clothing store. You can use marketing automation tools to send emails to customers who add yoga mats to their shopping carts but don’t complete their purchase. You can send these customers an email asking them why they didn’t complete their purchase.
8. Seasonal Marketing Opportunities
You can take advantage of seasonal marketing opportunities depending on the holidays celebrated in the region you’re marketing to. When marketing to an international audience, you have more opportunities than just Christmas and Halloween to offer special promotions. Personalising your messaging in this way is inclusive and is yet another way to make customers feel like they are more than just a number.
9. Personalised Customer Service
Personalising customer service is one of the best ways to create a loyal customer base, and 38% of customers say they will return to shop with a brand they’ve had a good experience with again, even if there are cheaper or more convenient options.
By making sure each customer feels recognised and cared for, you’re increasing the chances that they’ll return to your business in the future. Thankfully, Artificial Intelligence technology makes it easier to personalize the customer service experience at-scale.
For example, chatbots are able to interact with customers in multiple languages. They create customer profiles based on repeated interactions which allows them to make personalised recommendations and anticipate their needs in advance using predictive algorithms.
In addition, if a human agent needs to take over the chat, they will be able to pick up from where the chatbot left off, creating a seamless experience where customers don’t need to repeat the same information multiple times.
10. Personalised Incentives
Incentives such as discounts, reward schemes, or providing recognition or acknowledgement can be effective in motivating people to take action, but they need to be carefully designed and implemented in order to be successful. Once you gather data on what works well in motivating each customer or segment, you can further refine your incentive schemes to get better results in future.
When done correctly, personalisation can be an extremely powerful marketing tool. It can help you to build better relationships with your customers, and ultimately increase sales and grow your business. As I mentioned, the key is to define your objectives from the start before you start planning your strategy. Make sure you have a clear plan for data collection and you have defined the metrics you want to measure. From there, you have a great deal of options for how to personalise your targeting.
If you need help planning your personalised marketing strategy, please feel free to reach out to me – my team and I will be happy to assist.