One of the most widely embraced marketing tactics for establishing and maintaining customer rapport and loyalty is personalization. Personalized marketing leverages your customer data to individualize messaging, adding important relevancy. Personalization can be applied to most of your marketing channels: direct mail, email, social media and other digital campaigns.
Though personalized marketing can seem daunting, chances are you’ve already collected basic customer data that can be used to tailor your campaigns. Studies show that any form of personalization can pay off when it comes to engaging your targeted audience. According to a report from Econsultancy, 74 percent of marketers say targeted personalization increases customer engagement.
Here are a few ways to integrate personalization into your current marketing efforts to boost engagement:
- Using data collected from your current customer base, create your ideal customer personas and tailor your marketing strategy to meet the needs of each identified group. For multi-channel marketing campaigns, segment by group and tailor your approach based on communication preferences and customer demographics.
- Personalize a direct mail campaign by tailoring the messaging to a desired customer experience, rather than just a target customer. A pet supply store that offers grooming, for example, could share coat-care tips with a coupon for shampoo to a targeted list of past purchasers.
- Enhance your direct mail campaign with personalized landing pages to extend engagement and drive conversions for those who like to respond online.