Your customers are people. Treat them that way.
When customers love your brand, they expect to feel the love back. An offer for her favorite sunglasses. A promo for his prized wine. A simple update about an issue they hold important. This is the essence of personalization. Get it right and you’ll strengthen relationships, conversions, and loyalty. Get it wrong and you won’t grow.
And while it’s easy to make one or two customers feel special, the thought of scaling these highly personalized interactions across entire audiences and geographies is enough to make a marketer shudder. Especially when manual processes are the norm, and customer data is locked in silos.
Genuine personalization requires a delicate balance of data insights, targeted content, and performance results. Start with insights that give you a deep understanding of customer wants, behaviors, and buying habits. Then, deliver personalized content based on rules you define. Finally, understand how content performs so you can use these insights to fine-tune and make sure the experiences you deliver tomorrow are even better than the ones today.