Personalizing your marketing efforts to better reach consumers has become a widely used technique for customer retention. But when looking at customer experience, what is it they want to see?
Almost all marketing is personalized today. How could it not be, given the fact that you can reach your customers virtually anywhere and with messages catered directly to them? That means you have to do a lot more to stand out from the clutter in your audience’s inbox.
Spamming people with dozens of messages that may appeal to them only a fraction of the time is a surefire way to be ignored quickly. Consumers don’t want to be pummeled into submission. They want to feel as though a business is paying attention to them as people. If your emails are seen as annoying rather than helpful, you’ll do more harm than good.
No matter what you’re selling, it’s important to tailor your message to project the maximum worth. There are several crucial elements that these types of efforts must have to maximize their effectiveness. For example, they have to be sent at the right time to match the recipient’s shopping habits. They should also be relevant to the consumer’s preferences. Offering recipients something of value such as loyalty rewards, emailed receipts or promotions on a favorite brand can be another key to success.
The accompanying checklist details what shoppers look for when it comes to personalized messages. Pay attention to these tips, and you’ll have a campaign that engages with your customers instead of irritating them.
Author: Tomas Diaz is Chief Executive Officer and a co-founder of flexReceipts, the leading provider of smart, digital receipts for retailers. Diaz is a seasoned leader and visionary expert on what grabs — and holds — the attention of consumers.