Use personalization within Relationship Marketing to send more relevant communication, not only for your client but also for you! You have the choice amongst a wide range of personalization axes; segmentation or 1 to 1, adapted content, different channel or right timing. Find hereafter our 8 tips to improve your personalized marketing.
1) Personalization cannot be an end in itself
Communications should be personalized in so far the performances improve and balance the costs. Sometimes it is just impossible. Some clients don’t value a personalized approach; they are in a distant relationship with your brand and will not react more if your communication is personalized. So don’t waste your time and personalize only for the ones that are sensitive to your personalization efforts.
2) Consider two great approaches of personalization for your business:
1tofew. It’s the typical approach to refer to if you want to adapt your marketing approach in function of your client’s status or segment. You then adopt a specific marketing approach for this segment. For example: women, gold clients, new clients or hedonistic clients. You can only work on a limited range of segments but by associating them, you can obtain hundreds, even thousands, of different communications.
1to1. This personalization method is generally mechanic and refers to either (relatively) unique client information (e.g. name, purchase date, number of points on loyalty card, store, related product offers) that are dedicated to enhance the relevancy on recognition (e.g. store manager signature) or the value proposition (e.g. complementary products to my last purchase).
3) Only part of your target will be exposed to the content you have patiently personalized.
As far as it is possible, recycle the content you have created.
Save the content to which every individual has been exposed. Content that can be re-used should be!
For example, if you send an e-newsletter, foresee either additional sending of the content, either the possibility to adapt the content accordingly to historical exposure.
4) Don't limit yourself to e-mail personalization
E-mail personalization is often used because it is easy to put in place but the success of this practice should be measured by the conversion rate.
If you sell products online, your website should also adapt to your online clients.
In certain cases, the personalization of a letter or paper catalogue will have a better ROI, even though it’s not easy to measure.
5) Think about adapting your communication channel according to each of your customer’s preferences.
Not all of your clients will have downloaded your app and what do you do about all those clients that don’t ever read your e-mails? Don’t forget about them!
You should take the time to try and contact some of your clients through other channels; paper, call center, text message… Analyze the ROI for each channel and adapt it for particular clients according to the results.
A multi-stage approach can also be programmed in a scenario to manage the preferred channel. For example, you send an e-mail. If it is not opened, you send a text message and if you have no answer, the call center contacts them.
6) Systematically and continuously use A/B testing
Communication should include 2 versions, A and B! Or at least one control group to which you send a non-personalized communication. Every time that one of the approaches shows better results, try a new version.
Analyze the results by clusters. Some personalized content can perform better for certain groups of people than for others (e.g. women vs men).
7) Don’t underestimate the importance of contextual personalized.
There are many contextual criteria of personalization; sexe, age, family structure, place of residence… they increase the emotional value of your communication.
If 90% of your database is composed of men, you should not forget about the 10% of women! They could be more sensitive to an automotive related offer that shows a woman driving for example.
8) Do not quit because you have only few data.
For most of the marketers, the quality of the data at their disposal can constitute a barrier for mass personalization schemes. But it should be! Personalize with the data you have and use a neutral message when you don’t have to particular data to personalize the message for a particular profile.
Measure the quality of your data because even though the field is completed, it doesn’t mean it’s correctly completed. Accordingly to the source of your collected data and its reliability, you will use more or less different available data.
If you want to talk about your personalization challenges, feel free to contact us.