PERSONALISATION: The key to customer communication

Let’s take a look at why it’s important to personalize communications with customers.

As the days of ‘Dear Sir/Madam’ are hopefully past us, personalization has evolved to real industry focus. Our research has revealed that most businesses are far from 100% personalization. Only a fair few truly use it to its full potential by tailoring content and offers to behavior, demographics and preferences, or stage in the life cycle. But what is important is that 66% have chosen better personalization as the key focus this year and that puts them on the path to First-Person Marketing.

Further research has shown that 71% of companies that are using advanced personalization report either ‘good’ or ‘excellent’ ROI, compared to only 35% who are not yet using it. Given these statistics, can you really afford to be missing out?

Admittedly, both agencies and in-house marketing teams agree that there are some challenges with trying to create highly personalized messages. Top of the list are ‘integrating data’, ‘lack of resources and time’, as well as technology shortfall. Enter Gikko with a user friendly interface and free training, you have your solution!

Here are the top three reasons why your business should personalize communications.

  1. Personalization can increase ROI

Marketers have certainly recognized a connection between personalization and messaging KPIs. 63% of respondents agree that personalization is ‘extremely’ or ‘somewhat effective’ at delivering email KPIs. Looking specifically at the revenue KPI, 56% of marketers believe that it can increase sales. Think of it this way, as an individual, you are more likely to open a message having seen a preview that includes your name right?

  1. Personalization will help raise customer engagement

Marketers that have used personalization in their campaigns believe that it has wide-ranging positive effects, 82% linking it to an increase in open rates and 75% to higher click-through rates. Even more interesting is that 40% of respondents think it also leads to a decrease in unsubscribes.  The explanation for this is very simple: by sending messages which are tailored to customer likes, dislikes, profile information and overall behaviour, they perceive the content to be relevant so they are less likely to become uninterested and unsubscribe. And First-Person Marketers always think with their consumers in mind.

  1. Personalization and the overall customer journey

Aside from personalization, automated campaigns are the second main area of focus for marketers in 2020. We can introduce you to a WhatsApp chatbot solution in under five minutes. 

There are many of benefits to automation, some of these include:

  • Saving time by reducing manual tasks and freeing up support personnel 
  • Sending communications instantly based on a key word such as “Hi” or “Loan”
  • Sending messages to a smaller targeted audience to which the message is relevant, for instance a 10 year loyalty message

Key take-aways for businesses and marketers:

  • One-to-one communication is something customers have come to expect.
  • Cross-promotion can easily be achieved through product recommendation.
  • Personalization can help increase open and click-through rates, but more importantly reduce the likelihood of unsubscribes.
  • If you are creating an automation program, the overall customer journey must be your main focus – consider where your customer is in the cycle and personalize accordingly.
  • Finally, think about your message and how each point of personalisation can help you deliver it.

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