3 Reasons To Personalize Your Customers Digital Experience

1. PERSONALIZE
YOUR CUSTOMERS’
DIGITAL EXPERIENCE
Howard Tiersky
CEO
REASONS TO

2. Marketers have been personalizing
direct mail pieces for decades.

3. Today, these
same techniques
are applied on
web sites, in
apps, via email
and in almost
every digital
marketing
channel.

4. The first step to a good personalization
strategy is to be clear on why you are
personalizing.

5. There are three primary marketing
outcomes to focus on when creating a
personalized digital experience:
MAKE THE CUSTOMER
FEEL SPECIAL
THE RIGHT MESSAGE AT
THE RIGHT TIME
INCREASE CUSTOMER
CONVENIENCE

6. The first reason
to personalize is
to make the
customer feel
special.

7. When Ritz Carlton places a hand-written
welcome card in your room before arrival,
they do it to make you feel recognized and
cared-for.

8. Subtitle
When a direct mail piece contains the
prospect’s name printed in the body
copy, it makes the communication feel
more personal.

9. (even though we
know it’s done by
automation)

10. The primary benefits of these tactics are to
heighten brand intimacy.

11. Heightened
brand intimacy
creates
increased
affinity over
time.

12. It also increases the response rate for
email marketing and online conversion.

13. Utilize the prospects name and other
data elements, such as home town or
gender, to give a sense that you are
speaking to them, personally.

14. And refer to past
interactions to
indicate you
remember them,
specifically.

15. “We hope you enjoyed your flight with
us to Ft. Lauderdale last month!”

16. The second
reason to
personalize is to
deliver the right
message at the
right time.

17. By utilizing what
we know about
the individual
customer,
we can be more
helpful.
(and more
persuasive!)

18. For example: when marketing a vacation
experience to a family with small children,
you’d emphasize very different product
characteristics than when marketing that
same experience to twenty-something
single men.

19. To drive
customer behavior,
you have to first
understand the
customer.

20. That way,
you can tailor
the sales message
appropriately

21. Segment customers by key distinctions
in their purchase motivations, like
interests, geography or age.

22. Then use
customer
research to
clarify key
purchase
objections for
each type of
customer.

23. Develop and test messaging that zeroes
in on targeted communication by
segment.

24. And consider
which triggers in
the buying
process indicate
a customer is
ready for a
particular
message.

25. The third reason
to personalize is
to increase
customer
convenience.

26. We can use what
we know about a
customer to
reduce their
effort level in
transacting with
our business.

27. Once a customer enters their credit
card information, we can create a more
efficient experience by allowing them to
reorder a product with one click.

28. Increased efficiency through personalization
doesn’t have to be limited to pre-existing
customers.

29. If you can
recognize a
specific user from
your marketing list
when they arrive
on your site, you
can pre-populate
information that
you might already
have in your
database.

30. Reducing the
customer’s level
of effort
associated with
saying
YES!
can substantially
increase
conversion rates.

31. To gain insight into redundancies in your
process and discover which steps involve the
highest level of effort, observe customers
using digital tools to make purchases.

32. Are there are places a customer is entering
information more than once, or are entering
information that you already have?

33. These are good candidates
for improvements!

34. And is there more you can do to
recognize customers when they
connect to your digital channels?

35. Because you can’t
personalize a
customer’s
experience if you
don’t know who
they are!

36. Digital
allows us to
use all these
tactics in
concert…

37. …and give
customers a
higher touch
experience at a
low level of
additional effort.

38. Now you know!

39. What could you do with the
available data to make your
customers feel more special?

40. We’re called FROM because we help companies gets from
where they are to where they need to be to win today’s
digitally-adept customers.
We help our clients create new digital products for
shopping, banking, travel and entertainment. We optimize
their existing platforms, to make them more engaging and
more profitable. And we help them unify their customer
experience – online, in store, everywhere they need to be to
touch the next generation of digital consumers.
More at FROM.DIGITAL