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  • Scott Larvan

Personalisation is key!


Personalisation isn’t just a fad or buzzword of 2017, it’s here to stay and it’s the difference between making your mark in a consumer’s inbox compared to the inundation of monotonous email blasts pushing the same unvaried agenda.

The current average open rate for commercially driven emails is between 19-21% with the average click through rate around 4%. When personalisation is done properly it gives marketers the opportunity to dramatically improve these rates by making a stronger connection with the consumer.

Email communications need to be real-time and of the moment as websites are, interacting with live data streams such as travel timetables, availability updates in gyms, hotels, airlines and weather updates. The one size fits all email are now redundant (or wallpaper) and when in competition with more dynamic, compelling emails they become almost un-noticeable.

So how can you personalise? While an obvious starter, subject lines are the very first thing your consumer will see and can be the difference between them opening your email or deleting it. Personalised subject lines boast a 26% higher unique open rate than generic subject lines so making sure you get it right and intrigue the consumer is crucial. In addition to using their name you can explore your data and create extremely personalised subject lines using location, most visited time/day and weather. For example, a coffee chain might say “John, it’s going to be hot in London this Friday, fancy something cold?” and promote a discount on cold drinks in the body of the email.

So, you’ve done the hard part and you have your consumers attention. What now? Personalising the content of your campaign is the next vital step in emotionally connecting with your audience and showing them why your product/service is specifically for them and better than anyone else’s. Using your customer data, you can tailor your copy to be personalised using a variety of dynamic fields. For example, an ecommerce company running a t-shirt campaign may have the t-shirt size of the customer. You could use pre-purchase information to encourage a repeat purchase, for example ‘your annual membership expires on xx/xx/xx , don’t forget to renew soon’. But don’t stop there, you might want to include the price they paid last year and encourage them to retain the same price if they renew before a certain date.

Beyond text and dynamic fields, you can also dynamically change your imagery to match the criteria of your

customers. Different genders, age groups, locations may require different imagery. For example, if you’re a sports network you may want to change the imagery based on the consumers favourite sport or team. Or a travel company may use different images of locations depending on where you’d expressed interest in travelling to.

A great example of personalisation making waves in marketing is perhaps the most well-known of all, Coca-Cola’s “Share a Coke” campaign. Launched in 2013 the campaign has now grown it’s Facebook community by 3.6% in the UK and 6.9% globally. It also reversed Coca-Cola’s declining sales with sales increasing 4.94% year on year to £765 million in 52 weeks according to IRI Worldwide data.

The possibilities for personalisation are endless and if you have the data you can you use it to your advantage to increase the engagement in your campaigns. If you’re interested to find out how Atreemo can help, please don’t hesitate to contact one of our team.

#CRM #Personalisation

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