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.