The 3 golden rules for personalisation

Today’s consumers are more conscious than ever about their data privacy rights which has made businesses, rightly, more cautious when it comes to data-driven tailored marketing.

Still, customers demand personalised offers from brands. A 2018 Accenture survey found that 91% of consumers are more likely to spend with brands who recognise, remember and deliver them relevant recommendations. Targeted marketing can be an effective tool for businesses to stand out above competitors, engage with customers and drive revenue.

So how do businesses meet the personalisation demand and respect customers’ data privacy?

Here are three golden rules for brands to follow to help create the most effective personalisation messaging:

Be transparent with your data use

The most important rule for marketers to remember is that customer data is used transparently and only according to the customer’s wishes. Consumers who opt to share their personal details with companies are willing to do so if the value exchange is worth it: 51% of consumers are happy to share their data with a business in return for clear benefits. Asking permission to contact customers and checking what information they would like to receive will ensure customers only receive relevant marketing messages. This can dramatically increase the effectiveness of your communications.

Talk to me, and only me

The best personalised marketing takes the information customers’ have shared and extracts the insights to get to know the person behind the data. Each customer will have their unique tastes, concerns and price points for brands to consider. What is interesting and engaging for a 35 year-old consumer with a young family might vary considerably for a recently retired 65 year-old customer. For instance, a retailer might use a consumer’s age, location and purchase history to offer a personalised direct mail discount voucher for an item the shopper has previously bought, and which can be easily used at their nearest store.

Surprise your customers

Many companies use personalised marketing across a range of channels and so brands need to use their imagination to stand out. Tailoring campaigns with the recipient’s name is a good place to start, however companies can use their insights to go further and create more exciting messages. For inspiration, check out Ikea’s ‘handcrafted’ direct mail campaign. The company designed beautiful embroidered letters, in the style of an email, to target recipients who were not signed up to join Ikea’s emails. The campaign was a success with opt-in rates for members beating expectation by 3% and shows how companies can use their direct mail and digital channels together.

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Stephen Green

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