Personalization

Using analytics to make advertising messages and product experiences feel unique to each customer.

Personalization

Personalized marketing involves using analytics to make advertising messages and product experiences feel unique to each customer. Personalized marketing is much more than just inserting the customer name into the same marketing email that goes to all of your customers. It’s about reaching the right person with the right message at the right moment with the right suggestions.

 

When you personalize your marketing, you send the right message to the right people at the right time. Not only does it give your content a touch of humanity, it can drive revenue, too. Here’s why you should make your marketing unique to every customer.

 

As companies have become more familiar with this strategy, personalization has affected many forms of communication with customers. Here are a few recent trends:

 

Custom emails: Customers are 29% more likely to open personalized emails—and those emails drive 6x times more transactions than generic ones.

 

Targeted discounts: According to a 2017 report, over 60% of consumers say getting a discount within an hour of interacting with a brand can help drive loyalty.

 

Less generic advertising: With the rise of personalization, consumers are becoming increasingly less accepting of generic ads: Impersonal shopping experiences frustrate nearly three-quarters of customers. On the other hand, over 70% of shoppers respond to marketing only when it’s customized to their interests.

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