Email has always been referred to as a relationship channel. It’s a channel that enables a dialogue with a customer. That being said, personalization needs to be top of mind for marketers as they focus on sustaining customer relationships and creating loyalty to their brands.
There’s a fundamental shift in the mindset of the consumer and they expect brands to know them. Did you know that 80 percent of consumers are more likely to do business with a company that offers personalized experiences? It’s true. Consumers expect an experience that’s going to be valuable and personal.
Consider these five tips for advancing your personalization strategy beyond the norm:
So be personal with your customers. There’s even an expectation that you’re going to predict what they want not only today, but tomorrow too. Using behavioral data to understand their past interactions with your brand (and others) will make your messages more personalized. Incorporating real-time marketing strategies into your programs will also help you to achieve a deeper level personalization. Performing or reacting in the moment shows consumers that you truly understand their lifestyle, wants and needs.
Be real. Be true to your brand, and to your customer. Understand the intention of email and the role personalization plays. Think holistically when planning for email, beyond the individual components, like subject line, that add value to personalization. For example, consider how you can develop an experience that speaks to the individual using the subject line, CTA, header, and creative symbiotically. The key to success is that the entire experience needs to be personalized.
**This article first appeared on Loyalty360.
