5 Effective Ways To Hyper-Personalize Communications

hyper personalized communicationsEvery Customer Deserves Personalized Attention

One of the top priorities of any marketer is to capture, build and retain customers. Effectively engaging customers to keep any services and products in the forefront of their mind is a difficult task. It requires advanced marketing personalization with turbo charged hyper-personalized content, products and information.  No two customers are the same. For that reason, it’s important to hyper-personalize communications with content that is tailored to each individual.

As a marketer, you need to deliver meaningful, useful, and effective content that will address your customer’s needs in real time. That’s no easy feat. There’s a tremendous amount of competition out there. Millions of emails are sent out everyday to millions of customers. People are busy with very little time to spare. With several hundred emails lurking in a recipient’s inbox, you’ve got to stand out in order to be noticed and considered. A generic or “slightly personalized” marketing campaign wont’ cut it. Sally isn’t going to open your email just because it addresses her by name followed by a catchy slogan.

How do you effectively deliver hyper-personalize communications for your customers?

1.  Connect the Customer Dots – Imagine you’re asked to make a sandwich for Sally. The only information you have is she prefers white bread and doesn’t like mayo. Based on that, you make her a turkey and cheese sandwich on wheat with mustard and hope for the best. She’s not impressed. Why? The sandwich was plain, bland and lacked her personal preferences. The same holds true when you’re trying to hyper-personalize communications. Without big data under your belt, you’re going in blind. You need data from crucial sources like CRM, website, email, transactions, browsing history, 3rd parties, etc to create relevant content for each individual customer. Once you have those valuable dots to connect, you’re able to leverage every piece of data. This time around, you make Sally a roasted turkey sandwich on lightly toasted ciabatta bread with honey mustard, tomato, avocado, lettuce, bacon, extra pickle and a sprinkle of salt and pepper. Now…you have her attention.

2.  Create 360 Degree Customer Profiles – Once you’ve connected the customer dots, you’re able create rich customer profiles that is worlds beyond a profile established from traditional data. This can mean the different between “Sally likes to buy shoes” and “Sally likes to buy shoes preferably in the spring and summer months. She gravitates more towards trendy styles and adores heels. Her mission is to purchase designer brands without paying the designer price.” You can use this portion of her 360 degree customer profile to send her products and offers that are useful, caters to her buying preferences and communicate offers and products that would further enhance her buying options through your company.

3.  Pay Attention to Real Time Behaviors – Want deeper insights to the lives of your customers? With Nectar’s data processing tools, you can gather information about what your customers are sharing, liking and what their interests are. It’s taking the process a step further and listening to what your customer is doing through the use of algorithms. Is your customer taking a step out of the box? Are they spending additional time in other categories? Is your customer making purchases that veers away from their typical habits? This is all vital information that will update and combine with existing social data. This in turn gives you the ability to connect more dots and convert this data into valuable insights. The result? Turbo charged hyper-personalized communications. You know that Sally likes shoes, but lately, she’s showing an interest in vintage decor pieces. She’s liking items in that category and recently make several purchases. She’s in the market for both small and big ticket items. Why? Sally is renovating her home.

4.  Address the Customer’s Needs – Utilizing real time behaviors opens the door of opportunity. Based on Sally’s decision to renovate her home, you can create a slew of products and offers that will address her needs at this time. Based on her browsing and purchase history, you’ve determined she is partial to vintage styles and the color blue. Sally’s purchases have been sale or clearance items and so far, she’s worked on the livingroom and dining room. With all of this big data, it’s time to send out a few marketing campaigns with tailored products and offers. These offers can be a mix of items for the 2 rooms she’s currently working on and a few for other rooms in the house because eventually she’ll be in the market for those as well.

5.  Execute Immediately After a Trigger – Life happens and changes are always taking place whether sudden or those that are planned out. These changes produce triggers. Some of these triggers may include a birth announcement, save the date, engagement, new job, relocating to another city, booking a 2 week vacation to an exotic island overseas, birthdays, and other milestones. Amid these triggers are opportunities to cultivate products and offers based on a customer’s immediate needs. A customer’s birthday might trigger sending a personalized Happy Birthday message with an exclusive coupon to their most frequented store. An engagement annoucement is a trigger to send an email with products and offers that are tailored specifically to that moment…like save the date cards or wedding invitations.

Nectar’s products allows your brand to hyper-personalize communications with the right offers and products in real time that’ll drive revenue.

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5 Reasons Why You Need Marketing Personalization

Nectar One-to-One Marketing SuiteAll things considered, it’s a must…

There’s lots of decisions to be made and various avenues to consider as a marketer. One of the more prominent, hands down, is Marketing Personalization. The road map of promoting your products, generating interest, acquiring customers, obtaining & expanding a loyal customer base and boosting your revenue is vast. It’s no easy feat.

When it’s time to substantiate a plan of action, there’s a slew of questions darting from every direction. The most pressing of all questions leans towards, “Is there a need for marketing personalization and how important is this?”  An extreme “in a nutshell” answer is YES and VERY. But, you’re not here for one word answers…

Let’s sift through to some of the more salient fundamentals of marketing personalization…

1.  You’ve got some hardcore competition – Ninety trillion emails are sent out each year. Approximately 70% of those emails are not personalized and are considered generic while 25% contain a trivial amount of marketing personalization.  Bottom line…less than 10% of emails received are considered legit by the recipient. The rest are deemed as “spam” and dispersed to the trash bin unopened. That’s not where you want to be. We’ve all heard the expression, “You never get a second chance to make a first impression.” With 90 trillion emails being sent every year, there’s a tremendous amount of competition. Swimming in the sea of mediocrity isn’t going to cut it. You’ve got to do more than make an impact or come up with a catchy slogan. You need to gather,disparate and segment your data efficiently to deliver the most relevant content, products and offers.

2. Customization vs Personalization – Although similar, these two terms are sitting on opposite ends of the stick. To differentiate the 2, lets think about a cup of coffee. A customized cup of coffee is based on general information. John likes coffee. Regular. Cream and sugar. He enjoys a cup of coffee periodically throughout the day. A personalized cup of coffee transpires from connecting big data, connecting the dots and creating a 360 degree customer profile. Jane is a coffee aficionado. Regular. Columbian Dark Roast from a local cafe down the street. Medium cup. Two raw sugars. A splash of skim milk. She enjoys a cup at 9 am, noon and 3 p.m. Jane does not drink coffee after 6 pm.  Customized is good. Personalized will get their attention.

3.  360 Degree Customer Profile – As they say, no 2 snowflakes are the same. The same holds true for your customers. Without marketing personalization, John is simply a 35 year old male who lives in a small town. It’s flat and notably generic. There’s very little data to create a relevant marketing campaign for John. Adding marketing personalization into the mix allows you to segment and individualize each morsel of your big data to execute hyper-personalized communications. One-to-One marketing connects your customer dots from across the board through social, email, website, CRM, mobile, transaction, and 3rd party channels. With all of this information, you’re able to create a 360 degree customer view on John. Based on this data, you now can leverage and distribute the most relevant information, products and offers to John in real time..

4. Turbo-Charged Personalization – You’ve noticed that John is spending a lot of time in the home office categories and purchased several small ticket items. This was compiled from his behavior and transaction data. The big question is why? With turbo-charged personalization, the channel to social information opens. In the world of marketing personalization, this enables you to stand out from the rest because now your customers shared social information is included. John is shopping home office items because he started his own business and will be working from home. However, he’s on a budget and waiting for the big ticket items to go on sale.  As a marketer, this is your opportunity to deliver hyper-personalized messages in real time based on pre-planned points.

5.  You’re aiming to please – Over 70% of online customers have expressed their frustration when companies send them emails with offers, products and information that have no relevancy to their life or needs. Your goal is to please your customer, not irritate them. Without marketing personalizaion, you’re going in blind. Marketing compaigns will be generic and lack value to your customers. Maybe you sent John an email that included special offers for pet food and baby items. The offers are stellar and select items are over 80% off. That’s great, but how does this apply to John?  It doesn’t. The email isn’t opened and immediately transferred to the virtual trash bin. With marketing personalization you’ll have the big data to hyper-personalize communications. You’ll know that in addition to John embarking on a small business venture, he’s also in his mid 30’s, allergic to animals, single, and he’s an outdoor enthusiast. In his spare time, he enjoys hiking, traveling and mountain climbing.

As a marketer, you’ve invested a great deal of time and money. You’re on the right path. Now it’s time to face forward and onward march. Adding a solid marketing personalization plan gives you the opportunity to take what you already have and move towards success. In this day and age, customers expect personalization throughout their entire buying process. They want to be acknowledged, enticed, and have their interest sparked with emails loaded with offers, products and information compatible with their life…in real time. When a customer is checking emails, you’ve got only a few seconds to catch their attention and make an out-of-this-world impression. It’s not the time for impromptu.

Nectar can provide your company with the easiest One-to-One Marketing Suite and help you connect your customer data, increase customer engagement and revenue.

 

 

 

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