Bad personalisation is still generic
You need in-house talent that can intuitively read someone’s intentions just by looking at their visitor data, and then craft something that resonates with people more as a result of their situational context.
Inserting a custom first name merge field into your subject line is not enough.
In much the same way that inbound marketing was a response to an age of more informed and digitally savvy customers, personalisation must respond to the growing public concern of information security, and the long-standing rejection of marketing that interrupts for interruption's sake.
Marketers need to focus on relevance, and avoid being interruptive at all costs. We must try and understand our customers, rather than simply target them.
A brand that ‘gets’ its customers and presents them with the right information at the right time will always win.
Personalisation that is carried out as nothing but an elaborate way for a company to pat its own tech progress on the back is doomed to fail.
Personalisation can still be very effective. But it must be done in the right way and for the right reasons to remain so.
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