70% of Brands and Marketers Aren’t Doing This…
There’s no doubt you get at least two dozen emails (probably more) in your personal inbox every single day.
You’ve got the emails from friends and family, maybe a few notifications on a purchase or shipment, and the usual newsletters from stores and companies.
Now, let me ask you, how many of them are personalized specifically for you?
Chances are, not that many.
The irony of it is, as consumers we crave personalization, and marketers know this. In fact, 77% of marketers believe real-time personalization is “crucial” to success, but only 30% of brands are actually using it, according to a study by Adobe.
If you find it annoying to get emails from brands that aren’t targeted to your needs, or could go without receiving website promotions that have nothing to do with your interests – you’re not alone.
Study after study has shown that when brands and marketers personalize their content, emails and promotions they send to consumers, the results are far better.
Think about it in your own life.
A classic example of a brand that excels at real-time personalized marketing is the online video streaming brand, Netflix.
The second you log into their account and start viewing movies, television shows or documentaries, it keeps track. Netflix has an algorithm that is able to successfully determine what kinds of video you enjoy and then make recommendations based upon them.
So the next time you log in…
…can’t argue with those results!
Netflix isn’t alone when it comes to succeeding in personalization. Another big brand that’s doing it well in a completely different format is Audible.
Owned by ecommerce mega-giant Amazon, Audible is the place to go for those who love to download audio books. And while they are able to give book recommendations on their site, where they really succeed is through email.
Not only does each email contain a few picks from your wish list, but again another list of books that are recommended based on previous purchases.
It shouldn’t come as a surprise that the marketers and brands who utilize personalization marketing see results. Experian found that personalized emails had a “29% higher open rate and 41% higher unique click rates.”
It’s All About Engagement
So why do personalized emails, ads and promotions make a difference? They are important on two fronts.
The first is from the perspective of the marketer or brand. Regardless of what product or service you offer, the ultimate end goal is to use your marketing campaigns to get (and retain) new customers.
When potential customers are introduced to content they find interesting and relevant to their needs, wants or desires, they are far more likely to engage. That increased engagement can help drive more revenue to your bottom line. It’s also one of the main reasons why reveal based marketing sees success. It’s all about the engagement.
The second reason is from the perspective of the potential consumer. As the old saying goes, everyone’s favorite topic is themselves. Of course that’s true on a conversational level, but in reality, human psychology backs it up too.
There have been plenty of studies, like this one from the US Department of Health and Human Services that have found when humans hear their own name, brain activity spikes as opposed to hearing the name of others.
So, as amazingly simple as it might seem, doing something as minor as putting the first name of your email subscribers in the email subject line will trigger a higher open rate. Similar results can be seen when brands “welcome” consumers by their first name on websites.
Not to mention, since so few brands are actually thinking about how to personalize their emails, promotions and ads, those who are doing it are way ahead of the curve.
When brands and marketers work to implement a deeper understanding of their target customers, segment their current lists, and employ even simple personalization to their marketing efforts, the results will speak for themselves.