Why Personalised Marketing is Important

By Rebecca Lam

17 August 2018

Although personalised marketing is difficult to achieve, marketing experts have said that the payout could be worth it, as the opportunities are exponential. Personalised marketing is the strategy that companies implement to deliver individualised content to their customer, through collecting data, analysis and the use of automation technology. The goal of the strategy is to engage with customers by communicating with each as an individual.

Here are some ways that show personalised marketing is worth your time.


Improved customer experience

Customers are more comfortable providing personal information to their favourite brands if they get something in return. They fill out forms, download whitepapers, participate in surveys to get discounts, and indicate their favourite purchases or preferences. So, what’s the catch? With all of this customer data being offered, the consumer expects brands to protect any sensitive information and offer more personalised experiences when they come back.


Boosts engagement

Personalised marketing has seen engagement boosts through simply utilising your client’s name. Addressing a person by their name has been know to catch their attention and evoke a sense of emotion. Emails that include a customer’s name receive up to 29% more opens and 41% more click-throughs.


Premium options

A customer’s attention is almost immediately retained when products are unique and personal to them. Brands are able to use personalised marketing to capture your attention through products that are specific to you. Incorporating national events such as Valentine’s Day or Christmas into personalised gifts is another way to double your standard pricing with maximum returns.


Increase brand loyalty

Companies must understand that consumers are enticed when they receive special treatment. Businesses that dedicate time to personalisation will receive brand loyalty and customer satisfaction in return. As many businesses now exist online, face-to-face interaction is limited, thus they must focus on using personalisation to make customers feel unique.


Consistency across channels

Consumers are capable of interacting with brands across many channels online. Brands must create consistency through email, mobile and social media to provide a sense of security and reliability to the customer. The customer must feel valued throughout the entire online buying experience.


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