Until recently, marketers would create one message and send it to their entire list. This batch- and-blast method was ineffective, impersonal, and did little to boost brand loyalty.
Later, they started using basic demographic data to segment audiences. This option was a great improvement.
Some brands stayed there, but innovative marketers were looking for more.
Today, successful brands use a powerful and highly effective method known as one-to-one (1:1) personalization .
Using sophisticated data
Marketers target the right people, at the right time, with a message carefully tailored to their needs and experiences. Today, they are very satisfied: they earn great revenue and see increased engagement.
Now, every marketer wants to engage their target audience with the most relevant and personalized experience possible. After all, that’s how brands create a unique and memorable shopping experience; one that makes their customer feel valued.
But some of these specialists aren’t getting the healthy results they hoped for from their personalization efforts. And there’s probably a good reason for that.
To help you save time and money, here are 6 personalization tactics you should definitely eliminate from your strategy.
1. Personalization based on low-frequency searches
A single search or several related searches in a short period of time by a potential customer is not a sufficient reason for marketers to run a personalization campaign, especially in the long term.
Why? Because, for example, it could be a person who is buying a baby product to give to his niece who just had her first child, and it is very likely that he will not be interested in receiving offers for baby products. Context is key.
2. Sending promotions without context
Speaking of context… Have you ever longed for an item and waited patiently for the best deal to buy it? And have you ever received, right after purchasing, a promotion with a much better deal?
