Feeling connected to a brand or product keeps you loyal and makes you more likely to promote it to others. There are many ways companies are fighting to have consumers have a connection to their brand and products. Personalization is an extra step that companies take to encourage the link between a customer and brand to strengthen. Personalization is a must for current digital marketing strategies, and if you haven’t implemented personalization in your process, you are missing out.
I know what you’re thinking; there is so much effort when it comes to personalization. Is it worth the effort? Yes, it is! According to Experian, “Personalized marketing emails receive 29% higher open rates and 41% higher click-through rate”. It can make all the difference when you are looking to convert a consumer into a customer for your product or brand. Businesses that personalize web experiences see an average 19% increase in sales. (MarketingProfs)
Customers have grown to expect a personalized experience and hinge their brand loyalty on how well the company does to make them feel cared about and valued as a customer. We often hear marketers say that they don’t personalize because it takes up valuable resources. This approach does not have you thinking about how the lack of relevance leads to reduced engagement. According to Monetate, marketing campaigns without content relevancy have an 83% lower response rate.
The bottom line, you are putting in more effort with fewer results if you aren’t using personalization in your content. Lackluster content can also be a huge turn off to your customers because you fill up their inboxes with subpar content that they end up reporting as spam or deleting the email without opening them. Customer loyalty is how brands survive—attracting a new customer can cost up to five times as much as retaining one.
After seeing the statistics, I’m sure you wonder what personalization areas you should focus on to impact my business: email personalization, Identity based campaigns, location-based emails, Segmentation (email, Reporting, Ect.), to name a few. Focusing on these elements will help you increase a loyal customer base and bring increased sales.
If you need assistance on how to get started with personalization, reach out to team Digitiv for a consultation, we’d love to help!