Dear {First Name}, here's how to personalise.

Intro

"Dear {firstname}, we’ve found this deal which is perfect for you! {Insert pointless content which the customer couldn’t care less about}. Hurry, it won’t last long! From your friends at {companyname}."

How many people receive these sort of emails on a daily basis? And how many people are actually converted? This level of attempted personalisation just won't work in the current competitive environment. Consumers expect you to know what they’ve bought, what they like and what can enhance their previous purchases. Gone are the days where we can send out a blanket promotion, now, more than ever, we need to be smarter.

Single Customer View (SCV)

Being able to accurately assess customer engagement is the first step. The combination of data creates a single customer view, abolishing data siloes. No more need for analysis of each source, drawing incorrect conclusions and focusing on irrelevant metrics. By combining data from your e-commerce systems, web activity and more, it is possible to be able to truly predict the next best action for your customer. For example, on the web a customer may have been checking out travel destinations farther afield, and your e-commerce system says they travel as a family of 4 with their dog, so combining these elements into a targeted approach will drastically increase the possibility of them taking you seriously, and booking.

Segmentation

After establishing the single view of your customers, the next step is to segment them. Segmentation needs to be specific and focus on more than just demographics; age, location, gender etc. Factors such as purchase habits, web activity and reactivity to messages must be assessed, otherwise, there are only limited insights that we can draw.

Segmentation can be as specific as you like but finding the correct audience for your campaign is pivotal. A CDP provides the storage of the data; then certain elements can be drawn to create the criteria, now you have an optimised segment. An optimised segment provides the perfect audience, meaning the information sent is correct and relevant, and promotions aren’t being sent to those who don’t require it, maximising profits and creating a sustainable long-term structure.

Customer Journey

No two consumers are the same; each one takes a different journey. You need to know who you’re targeting; you can then plan the communications you’re going to use to convert them to customers. A key tool that is under-utilised by marketers is customer journey automation. Customer journey automation allows you to map out the entire journey, from the first contact right up to post-purchase and retention programs.

Dynamic Content

Dynamic content is content that changes based on the preferences, behaviour and activity of the customer. The same email can be sent, but the email that reaches each mailbox will be tailored to that individual. It is the sharpest tool in a marketers toolbox. The level of personalisation is taken to another level, showing the consumer exactly what they want, by utilising a single customer view.

Conclusion

MarTech companies are growing twice as fast as consumer-facing organisations. This says it all. The tools that are available and widely adopted by your competitors are on the rise, so why aren’t you maximising your campaigns?