Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Personalize Your Marketing Communications in 2018

by John Collins  |  
February 6, 2018
  |  2,733 views

The power of personalization is no secret to marketers today. Today's consumers have come to expect—if not demand—laser-like precision in the messages that brands are delivering to them.

Unfortunately, message personalization is often used to refer to tactics such as putting a customer's name in the subject line of an email or adjusting the send time to the user's location.

Personalization has become a buzzword in marketing, but in most cases what's being used is easily captured demographic and geographic data:

True personalization is about so much more. It's about understanding the behavior of your customers, then tailoring your messaging around that behavior.


Let's take an example. Say your product is a dating website. You know that if someone doesn't upload his photo, he stands a very poor chance of generating romantic inquiries. Crafting an email around getting people to take that one particular step of uploading a photo is a very good idea. Messaging personalization really comes to life when you use such real-time behavioral data.

Targeting your messages to your customer's behavior might be harder than slapping a "Hey $FNAME" to an email before it heads out the door, but get it right... and you'll be well on your way to a one-on-one relationship with each consumer that leads to long-term loyalty.

Here's my best-practice advice to getting behavior-based messaging right.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

John Collins is director of content at customer messaging platform Intercom, where he oversees all of Intercom’s content, including its blog, newsletter, podcast, and books. John is a former business and technology journalist.

LinkedIn: John Collins

Twitter: @jaycee001

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment

Comments

  • by ColinN Mon Feb 12, 2018 via web

    Hi! What are your thoughts on allowing customers to select from a set of options that are essentially behavior based messages/reminders? Would this be going too far in terms of personalized communications options available for the customer to determine? Thanks!

  • by Nettie Feldman Tue Feb 13, 2018 via mobile

    Why is sending emails every other day effective? When a company does that, I unsubscribe.

  • by ColinN Wed Feb 14, 2018 via mobile

    I agree. Every other day seems excessive. I often receive emails from big retailers that frequently; sometimes daily. I don't unsubscribe but I don't usually read them either! I'd be interested to get the authors take on all of this.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!