The modern customer wants to know that companies care about them individually. This is why personalized emails have transaction rates that are six times higher than standard emails. It also explains why 74 percent of customers report feeling frustrated with websites that promote content that has nothing to do with their interests. When brands do take the time to offer personalization features on their websites and can measure the direct impact of their efforts, they see an average of a 19 percent lift in sales.
The growth of personalization in marketing
The value that personalization has to offer companies has been attracting attention from professionals across all industries. Nearly a third of marketers say that personalization is one of the top three important areas where they need to focus their efforts in 2017.
As brands adopt a higher degree of personalization in their marketing efforts, they report strong benefits. For example, the number of companies who report being able to send emails to prospects based upon their unique activities and preferences has grown from 8 percent to 15 percent. Among those who report that they use this level of personalization, 71 percent say that they see ‘excellent’ or ‘good’ responses from email campaigns, compared to just 31 percent of marketers who do not employ this personalization.
With the growth of the internet and its role in both e-commerce and business for brick-and-mortar organizations, competition has drastically increased. Brands must now not only compete with brands in their town, but also often with those across the country. This makes the need to nurture emotional connections with prospects even more vital to the success of the marketing process. Targeted, 1:1 personalized marketing cannot be viewed as an extra, elite form of marketing. Instead, it has emerged as a necessity to foster the necessary engagement. When brands can learn to show precisely the right content at the right time, they build trust, which will help lead them toward conversion.
The Solution: Building Personalized Marketing Campaigns
The key to building personalized marketing campaigns is bringing together all the data you can gather about a particular person quickly, and then leveraging that information to find the content most likely to appeal to the prospect. The Experiture platform offers brands the tools they need to accomplish this goal. Brands can build profiles of their leads using a variety of different data points including personal characteristics (such as name, phone number, and location), past behavior with emails or on the website, and stated interests and needs.
Within the Experiture platform, brands can build personalized portals where they can maximize their marketing outcomes at every stage of the customer lifecycle. In their individualized portal, customers will see personalized greetings, offer text, and workflows while also being empowered with pre-filled forms to enhance their experience.
By providing a centralized location for all data-driven messaging, brands can quickly and automatically process the information they receive about prospects and then use that information to find the right content.
These portals serve as an online response channel that complements other multi-channel marketing efforts. They help marketers align their messaging closer to what the customer wants and needs to see at each stage of the buyer’s journey. These highly personalized experiences then move customers through the sales funnel.
Online engagement channel mix
Customers today also want to interact with brands on a number of different platforms and channels, and customers need to employ personalization across them all. On the Experiture platform, brands use a single interface to manage their engagement on a variety of different channels including:
- Direct mail
- IVR call center
- Mobile SMS
- Virtual and local events
- Personalized customer portal
- Unique/customer integration
Putting the platform to work
Brands using Experiture can use a variety of different types of segmentation including if-then conditional rules, creating targeted groups based on several data conditions, or personalized based on a single significant data condition.
Personalization has become a cornerstone in the development of strong, successful marketing campaigns. It empowers brands to better engage with their prospects by letting them know exactly what prospects want to see and when. Any marketer who wants to centralize marketing efforts and evolve from targeted segmentation to individualized marketing should consider the benefits of the Experiture platform as they prepare their 2017 campaigns.