When marketing to customers, it’s important to respond to their specific interests and needs. But, when your target audience is thousands of people or more, that approach can only take you so far. Your content by definition must be fairly generic. You’ll hit the mark with some people, but completely miss it with others.
Benefits of Personalized Marketing
Personalized marketing can help build your business in several important ways.
- Increased consistency across channels. Customer demands are evolving and one of the things they want now is the ability phone number list to pick up on one channel (such as your website) where they left off on another (such as your physical store). Such fluidity enables them to find you exactly where and when they need you.
- Improved customer experience. Based on this consistency in messaging, along with targeted product recommendations and superb customer care, customers will maintain a positive impression of your brand.
- Increased loyalty. That positive impression will prompt them to return again and again, possibly for life. They will also tell others about you and may even become brand advocates — those who publicly sing your praises without any prompting from you.
- Decreased sales cycle. When you make it easy for customers to shop, help them find what they need, treat them with care, and gain their trust, it takes less time to make sales, meaning you can focus less on the arduous task of convincing them to engage with you and more time on enhancing the customer experience.
- Increased revenue. Loyal customers spend more each time they make a purchase and shop more frequently. They also send more new customers your way. All these factors add up to an increase in revenue.
The Importance of Data
The key to unlocking these benefits sell more with this year end smb is data because it informs the content you’ll use in personalized marketing campaigns. Data can come from many sources, including your CRM, email marketing tools, or other channels within and outside of your company.
Data analysis is a complex topic that is beyond the scope of this post. But it’s important to remember that the quality of your data will heavily impact the quality of the analysis. Consult with your company’s IT specialist, or hire a consultant to ensure you’re getting this part of the process right.
Segment Your Customers
Armed with granular data, you can segment your customers into very small groups that are likely to respond to certain messages, based on similar interests and preferences. Personalized marketing emails, for example, receive considerably higher open and click-through rates than those that don’t contain segmented content.
Consider, for instance, an email sent canada data to all customers with the subject line, “Sweaters on sale!” versus a more personalized one with the subject line, “On sale! Light sweaters in your favorite earth tones!” By sending the second message instead of the first, you’ve instantly increased the interest factor for those who have already purchased similar items. By incorporating weather data from specific zip codes.
