Personalisation was once much simpler, usually consisting of simple techniques such as including your customers name on your website and emails in order to reach out to them personally and develop a relationship with them. However, in recent years personalisation has become much more advanced, allowing for deeper customer relationships with more meaning, that can encourage more leads and sales, as well as encouraging engagement.
As new technology continues to change the way the consumers receive and absorb information, meaning the possibilities that marketers now have to rapidly grow are increasing. But why is personalisation so important and how can brands and marketers approach personalisation in a way to benefit them?
Builds Relationships
One of the biggest reasons for using personalisation within your digital marketing is due to the fact it can be a great way to help build meaningful relationships with your customers. By gathering data from your customers such as their shopping habits, recent purchases and even details such as their birthday and gender, you can personalise your offers, emails and even your website to provide specifically for this one customer.
Personalisation adds a personal touch to your services, letting you optimise your services and marketing platforms to help make your customers feel more special, more unique and also adding a more one-to-one feel to your services.
Increases Conversions
Personalised marketing content is shown to have a much better chance of increasing your conversion rate than that of generic content that hasn’t had the personal touches added. By tailoring your message specifically to your target audience or by targeting very small, yet specific groups, you can engage much more effectively and increase your chances of converting that person into a customer.
If you’re willing to go the extra mile for your customers and invest in content that is personal and speaks directly to your audience you can quickly find yourself reaping the benefits of doing so.
Customer Retention
Personalising your marketing content can be the difference between keeping a customer and losing them, which is why it’s so important that brands and marketers incorporate personalisation into their marketing strategy. Personalisation offers the familiarity there to build customer relations and obviously with a strong customer relationship, you can encourage people to stay loyal to your brand.
Whether it’s through email, website content or even face to face, the ability to add more to a customers experience by offering them a personalised incentive is one of the most important factors when it comes to encouraging customers to return.
There are some huge benefits to personalisation, ones which can have a large impact on your business. By building your customer relationship and retaining customers, you can rapidly increase your conversions, encouraging your customers to keep coming back for more. Personalisation can be difficult, however by offering valuable content, that offers some kind of benefit to your customers, you’re unlikely to miss the mark.
