As brands look for ways to attract and engage consumers, having a high level of personalization can be an effective strategy to build brand loyalty. However, not all personalization is made equal. In fact, in a recent marketing survey, 93% of consumers said they were not getting the personalized communication they wanted, with 90% acknowledging frustration with receiving irrelevant marketing messages.1 So, the question becomes, how do you implement a winning personalization strategy that gives your customers the individualized attention they want? Here are three tips for effectively increasing personalization in order to maximize your marketing efforts.
Whether you provide a deep discount to repeat customers, provide limited edition products to consumers on their birthday, or allow your most loyal customers to get free shipping perks, finding ways to make your customers feel special is key. When surveyed, 52% of consumers appreciated brands that went out of their way to make them feel like an individual by being given “rare” or “members-only” offers.
Give the Customer Control
With the average consumer being bombarded with thousands of marketing messages a day, giving your customers the ability to control when, how, and if they receive messages from your company is important to them. In a January 2019 survey conducted by the Harris Poll, 42% of consumers rated the ability to customize their user experience as being key to building brand loyalty.2 Enabling your customers to choose their preferred method of communication (email or text) as well as how often they would like to receive promotional messages can be a great way to boost personalization. Depending on the type of marketing automation system you use, offering your customers to even determine the time of day they receive your messages can be beneficial. Not only will this allow you to cater to their preferences, but it also can increase the chances that your messages are actually read and or interacted with.
When you collect customer data based on their recent purchases or browsing history, you are better able to offer specific product or service recommendations. And, research now shows that customers appreciate, if not have come to expect this level of personalization, especially for online retailers. In fact, over 80% of consumers say they are more likely to purchase a product that is personally recommended for them based on their buying habits.3 In this way, you are able to provide a highly personalized experience for your customers, while also increasing sales revenue. Additionally, allowing customers to rate their level of satisfaction with your provided recommendations can be a great way to better customize their experience and ensure that you are providing recommendations that are in line with their preferences and needs.
With 91% of customers selecting brands that offer relevant and highly-targeted marketing messages,4 now is the time to invest in getting personalization right. Understanding your customer, what they want, need, and prefer can go a long way in helping you craft a personalization strategy that will enhance their customer experience.