By Gregg Turek, Selligent Marketing Cloud
Email personalisation as a marketing strategy has evolved phenomenally in recent years. Monumental advances in technology are empowering marketers to do things once thought unimaginable.
And the skyrocketing growth of consumer expectations is a sure sign that old techniques are no longer viable for reaching customers in 2019. Marketers can no longer simply insert a first name into a subject line and consider their personalisation work done. We’ve come so much further than that and today, more than ever, personalisation is no longer just an option for marketers. In fact, it’s an imperative.
Personalisation through Time
Remember when Build-A-Bear workshops first started? For several years now, the beloved brand – and others like American Girl in the U.S. – have offered a personalised experience that has delighted parents and children alike. Teddy bears and dolls are built or dressed in outfits and colours that kids can pick out for themselves, offering an ultimate individualised experience that had previously been unavailable. In the digital realm, Amazon and other brands have extended these types of experiences by offering stronger and stronger product recommendations based on consumer behavioural data every day. The days of recommendations simply based on “customers also purchased…” are in the past. Consumers now demand ever more individualised offers.
As these kinds of advances occur, personalisation becomes second nature for consumers, who expect similar experiences wherever they go and whenever they shop. And it makes sense: as humans, we all want to be recognised and remembered. These desires are very real to us as consumers, too. Personalisation not only satisfies this desire, it also amplifies marketing results to a great extent.
The Case for Personalisation
Personalisation is the key to keeping your customers engaged – and spending money. 74% of marketers say targeted personalisation increases customer engagement.1And research shows thatemail personalisation boosts open rates by 26% and click-through rates by 97%.2
Marketers that get it right stand to gain a lot. Those who don’t, lose. Consider some of the major retailers that have struggled or failed in recent years. British casualties of the “retail apocalypse” in 2018 alone include Maplin, Debenhams, House of Fraser, Evans Cycles and Mothercare.3 One major common denominator among these retail casualties is this: they each failed at some level to adapt to escalating consumer demand for digital experiences and personalisation.
Mar-Tech & Email Personalisation
So how do you get it right? How can you take your email marketing to a new and more successful level through personalisation? Fortunately, tools exist today that allow marketers to hyper-personaliseemails and other customer communications at a level previously unseen, using consumer data as the fuel for greater engagement. Today’s marketing technology allows you to deploy emails so that every automated message feels personal, every intelligent product recommendation appears hand-picked, and the timing of delivery is always right.
Many leading brands are already investing in marketing technology for personalisation and the required data. Demand for customer data platforms (CDPs) is growing tremendously.4 And marketing automation is expected to grow by nearly ten percent in 2019, with more than half of companies surveyed using some form of automation already.5
AI: The Secret Sauce for Personalisation
Artificial intelligence (AI)is unlocking the hyper-personalised future of marketing – and changing the game for marketers. AI engines can boost email personalisation and individual relevance by automatically turning consumer insights into on-taste messages, at scale and at previously unimagined levels. And it’s not only satisfying the demands of today’s entitled consumers, it can also save marketers time and money. In fact, according to an August 2018 survey of 400 retail executives worldwide by Capgemini, AI could save retailers as much as $340 billion annually by 2022.6
Getting Personal: The Key to Survival
It’s clear that the old ways of marketing are no longer enough to satisfy consumers. Marketers need to start thinking from the point of view of the customer. With every email you send – and every interaction a customer has with your brand – you need to put that individual’s preferences, histories, and current states front and centre. Carefully look at what you’re delivering versus what your customers expect – and make sure every email is injected with a human touch, providing personal relevance for every single consumer. When you are able to deliver hyper-personalised email messages at precisely the right time, you’ve discovered not only how to survive, but to thrive in today’s marketplace.
Getting personal with your customers starts with being human – in the way you collect and share data, and how you communicate with your customers. Download the free whitepaper, “The Case for Personalisation,”to learn how to get more human with your marketing, including a deeper look at the role of artificial intelligence for hyper-personalisation in your campaigns.
4 “Seven Marketing Tech Trends for 2019,”eMarketer PRO, December 19, 2019
5 “How AI Is Driving Marketing Automation,”Entrepreneur, January 25, 2019
6 “Will AI Transform Retail,” eMarketer, January 8, 2019