Why personalized marketing moves the needle

In this new marketing landscape, personalization is rapidly becoming the most effective way to get your messages heard. By creating a 1:1 marketing relationship with your customers, personalization increases conversion rates and sales.

When you integrate data about your customers’ buying preferences and past purchase behavior into the messages you send them, you can speak directly to their needs and wishes. You’ll pique their interest from the start of your engagement, and as they interact with your communications you’ll gain additional information that you can use to craft subsequent experiences that are even more personalized and meaningful.

Once customers make purchases, you can earn their loyalty and future business by continuing to personalize your communications based on their preferences and needs.

How top retail brands win markets with personalization

The savviest retailers use personalization at every step of the customer journey

Initial Contact

Make sure that the places where new customers might find you—your printed newspaper inserts and fliers and your website homepage—feature relevant information. Use them to showcase your new products, your best offers, and your bestselling products and best-performing offers. Personalize these marketing vehicles by region, using regional buying preferences to determine the content in your printed materials and customer location data to drive your web content. And if customers arrive at your homepage or another web page via search, personalize their experience with ads and product recommendations that are directly related to their search terms.

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Consideration Phase Contact

Use those initial customer web-click behaviors to personalize their next visits to your website, and to follow up with them via email if you captured that information. Provide them with discounts and other offers based on the products they’ve previously sought out so you’ll stay top-of-mind when they’re ready to buy. And in the print realm, customize regional circulars with products and offers based on what customers are buying in your brick-and-mortar stores in that area as well as what customers in that area are buying from your website.

Post-purchase Contacts

Earn your customers’ loyalty by making yourself a valuable partner as they use and enjoy the products they’ve purchased. Via your order confirmation and shipping web pages and emails, provide information about how customers can make the most of their products, including by purchasing complementary products and services. Send follow-up emails with tips and tricks for using the products, and with offers related to their purchase and interests. And be sure to personalize their subsequent visits to your website with recommendations and offers that will make them feel understood and appreciated.

Integrating personalization into your processes

Creating personalized marketing campaigns is a big undertaking. You need the capacity to gather and analyze customer data, and then to use your analyses to efficiently generate customized communications. In short, you need automated marketing technologies that can streamline a complex process.

Successful personalization initiatives typically replace inefficient manual production processes with technology solutions that can do the following:

• Automate the creation, production, and omni-channel delivery of marketing content.
• Measure and analyze customer data, or integrate with CRM or other customer data management solutions.
• Integrate customer data in order to use individuals’ purchasing habits to trigger personalized marketing messages and special offers.
• Produce targeted regional versions of marketing communications that offer a variety of products, offers, and price points.
• Produce language-specific versions of marketing communications.