How To Move Beyond “HI NAME” With Personalisation
WHAT IS PERSONALIZED MARKETING?
Personalised marketing is all about collecting data about your consumers and analysing the data to create content to engage with your consumers on a personal level. One can implement this individualised marketing experience on various media platforms like email or social media.
WHY PERSONALISED MARKETING?
While personalization is critical to current and future success of businesses, it also makes the customer experience convenient and enriching, if done right. To summarise the most obvious benefits of this:
Improved Customer Experience:
All customers will not have the same needs or similar problems. Personalization treats such separate cases through different routes, thus making the ordeal convenient and shorter for the customers.
- Better Response and Reach: It has been observed that taking care of consumer needs and consumer behaviour, and tailoring their experience accordingly increases click rates and visits by a considerable margin. This definitely gives you the opportunity to attract more customers.
Increase Brand Loyalty: Communicating with customers on a personal level and catering to them according to their specific needs creates a brand image in the mind of the customers and a trust. This brand-customer bond decreases the probability of your customer going to a competing brand to satisfy their requirement.
Consistent Brand Persona Across Platforms: Your brand message needs to be consistent across the various channels through which you are reaching your customers. This is important to have a clear cut brand message and a uniform customer experience, so as to instill trust in the mind of the customers. Personalization across all such channels takes care of this for each group of customers.
WHAT IS FIRST NAME PERSONALIZATION?
As the term itself suggests, this type of personalization just draws upon one very tiny detail of the customer: first name. The American writer, Dale Carnegie said, “Remember that a person’s name is to that person the sweetest and most important sound in any language.” And therefore, you must have seen umpteen number of mails addressing you by your first name. While this has its benefits, this “Hi Name” technique is personalization just for the sake of it. There is so much more to it. Especially with the array of customer analytic tools available to us now, “Hi name” is such a waste of the data.
BEYOND “HI NAME”
“Hi name” is just a tiny part of creating dynamic content. This refers to altering particular words or phrases in your mail or any other kind of content to make it more relevant to the individual or the group it is meant for.
This again, is just a part of personalization.
In many cases, tailoring your conversations each individual may be out of scope and may not be required as well. Therefore, it is important to identify groups of individuals who have similar needs. This is called segmentation. Segmenting your customers is the first rule of personalization. Dynamic content is to be created for each segment separately. Broadly, these two methods encompass personalization.
Ask Your Customers
But how do you judge the requirements of every customer? Or how do you decide the segments of your customers? Simple answer: analytics!
Even without going into the actual data of your customer behaviour, we can still personalize their experience by just asking them what they need. What do they need or even why are they subscribing to your business. This will help you to send extremely targetted mails and also provide personalized route maps for the different possible answers to improve customer experience. An example is Flipkart‘s customer service feature.
Location and Time
You cannot expect all of your customers to be active at the same time across all locations you are catering to. This is where data analytics comes into picture. One can utilize the data for the optimum time when users in a particular location are active to generate maximum response. This analysis can even be done for individuals, and the required mail can be sent to them at that particular time to increase the probability of response from the customer. Therefore, time or location or both can be one of the criteria for segmenting your customers.
Ever made a new account and received a welcome mail? Or did not log in for days to your account and received a reminder? These are called behaviour-triggered mails and are also a personalization technique.
As the name suggests, these mails are live reactions to how your customers are using your service. Even though these are personalized, they still have a large scope for automation. Pre-meditated mails can be prepared for various customer actions: welcome, logging in after many days, buying and so on and so forth.
Personalize Your Brand
Till now we have largely talked about using customer behaviour data to personalize their experience. Another strategy to connect with your customers on a personal level is to personalize your brand. We will understand this through the example of HubSpot.
They tested sending two mails, one from the company itself and another from a person on the marketing team. The second alternative induced higher click-through rates. What this experiment tells us is if done correctly, customers are always receptive towards a more personal and informal interaction. This increases customer engagement and they are more likely to respond to an actual human than to a machine. There are other ways to personalize your brand as well, like using a conversational or casual tone in your mails etc.
You must have noticed the usage of “if done correctly” more than once in this article. What then, is the correct way? Remember this: “controlled” way is the “correct” way. While personalization works, letting your customers feel that you are monitoring each and every move of theirs can creep them out big time. Never make it obvious to your customers that you have their data. Customers like their space and in such a scenario, showing off your data analytics to your customers would do you more harm than good. Use the data wisely to connect with your customers and not to invade their space.