Why One-To-Many Communications Will No Longer Cut It

Wrong person. Wrong communication. How many times have you received an email from your favorite retailer promoting a category in which you never shopped or a promotion for services that have nothing to do with your lifestyle?

personalization-modelHeightened customer expectations are in line with what is technologically possible, but catching up and utilizing that technology has traditionally been a challenge, especially for retailers. The tides are turning, yet there is much work still to be done. Companies are starting to invest in 1:1 personalization because they know that it is a critical part of a good digital marketing strategy – a must for creating engaging website visitor and customer experiences.

Data platform developer Evergage just released results of their survey, Trends in Personalization, which reflects this increased focus on personalization for both B2B and B2C marketers. It reports that 77% think personalization should be a bigger priority for their company. Two years ago, that number was only 64%. So now the key is to convert this strategy into reality by putting the resources in place to market (and cater) to shoppers on a 1:1 level.

Executing a personalization strategy is the biggest challenge companies face. This is clear based on 65% of marketers in the study giving their organization’s efforts a “C” or below when it comes to 1:1 personalization. Nod your head if you can relate.

It may seem like a dream right now, but 1:1 personalization can be achieved. Here are four tips to help you get started:

1)    Clean up your data – Without good data, it’s impossible to achieve the personalized marketing that you want to accomplish. For the best results, retailers need to track shopper behavior across multiple channels and combine that data with relevant customer information from other systems (for example, customer service call center).  It’s important to keep all data in one central location for the best insights and interaction.

2)    Implement machine learning – Find partners who can supply this type of technology if you can’t put it into place yourself. Computers are here for more than email. They can rapidly process vast amounts of data to help you make the best decisions about which experiences your customers receive. These insights can greatly improve your communications and general outreach.

3)    Use your data – Once the data is cleaned up, start your personalization efforts with the digital channels first. Use one platform to gather data from websites, apps, and email, cleaning them one by one. As you progress, other channels can be brought in to allow you to provide the best level of personalization in real time.

4)    Leverage email – If you haven’t already, move past the idea of simply using {First_Name} and calling it a personalized email. This is no longer considered personal. Instead, use website behavior to trigger emails with content pertaining to what was searched or clicked – not just what you want to promote. Customer engagement is a two-way street. Does your visitor have anything left in their cart? Send them a reminder. This type of advanced personalization has proven to increase open rates, and of course improve your bottom line.

The Trends study above also reports that 87% of marketers saw a measurable lift from incorporating these personalization tactics.

So let’s go.  Now is the time to get moving on your 1:1 personalization strategy.




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