What Is Performative Personalization?

So you’ve heard all of the buzz about personalization and how important it is to reach today’s consumers.

And it’s true. People today are tired of being treated as a number rather than an individual. Personalized outreach is incredibly important.

But in forming a personalization strategy, it’s critically important that you don’t lose sight of the purpose of personalization. And that is to improve performance. The point of personalization isn’t just to do something that other brands are doing. And the point isn’t just to call your customer by name. The point of personalization is to deliver results to your company’s bottom line.

So, what is performative personalization? It’s personalization that improves performance, whether that’s click-throughs, transactions, total income, or whatever other metrics you use to judge the effectiveness of your marketing efforts.

Now that you know what performative personalization is, don’t you think it’s time you introduce it into your marketing mix? Let’s take a look at just some of the ways that you can use this strategy to actually engage your customers and make them want to interact with your brand.

Increase and Personalize Your Triggered Messages

You want to know what gets results? Triggered messages — those email or text messages that your brand sends following a customer action.

And you want to know what gets big-time results? Those same triggered messages but deeply personalized.

So, for starters, you should be sending more triggered messages. But to make them as effective as they can be, you need to tap into the power of performative personalization.

Here are three places to add performative personalization to your triggered messages:

Order and shipping confirmations.

When your customer places an order, your system should automatically email or text them, thanking them for their purchase and telling them when the order is expected to ship. Then you send an additional message once the order leaves your warehouse.

This is a massive opportunity for 1:1 personalized customer engagement. Instead of sending out a boring, generic, nameless message, you can deeply personalize that message. Include the customer’s name and some additional products your data suggests they might be interested in buying.

Engage and collect data by inviting user-generated content.

Invite your customers to be a part of your brand. Ask them for their opinions. Invite them to leave ratings and reviews. Show them surveys.

When they participate, you have the opportunity to collect more data about their interests. You can, in turn, use that data to better engage that same customer with future personalized outreach.

Cart abandonment notifications.

Another great option for a performative personalization outreach is with your abandoned cart notifications. These types of messages are already personalized by nature in that they are specific to an individual user’s shopping experience. But why not include some messaging around a similar product that your data tells you might resonate with that customer? Or how about a personalized, limited-time promotion?

Zembula’s Smart Banners™ and Smart Blocks™ Put the Performance in Performative Personalization

Smart Banners™ and Smart Blocks™ make it easy to add personalization to every email or text you send. You can stop messing around with code and A/B testing. Instead, choose a template, add just a small snippet of code, set your personalization parameters, and let Zembula’s Campaign Decision Engine take it from there.

Our AI tool runs through all of the variables to select the banners and blocks that are most likely to inspire customer action. And it’s all done in a fraction of a second. You can programmatically serve the right content at the right time to the right person using just a single pixel. How’s that for easy performative personalization?

Smart Banners™ are perfect for primary attention-getters, while Smart Blocks™ work well for secondary actions like a loyalty program status update.

Are You Ready To Stand Apart From the Crowd?

Don’t just personalize for the sake of personalization. Instead, use the purposeful, targeted approach of performative personalization to deliver actual results.

Zembula makes your life easier and delivers more ROI than other personalization solutions. In fact, our customers regularly report 10%-17% more revenue per email sent when they use Zembula Smart Banners™ and Smart Blocks™.

If that sounds like something you’re interested in, we can help. Let’s talk!