It is no secret that personalized marketing is a great way to drive up customer engagement, which eventually improves customer loyalty and increases your profit margins. Unfortunately, some people do personalized marketing just so they can say they do it. This is a big no-no.
In its essence, personalized marketing is all about your customers. It’s supposed to provide a better overall experience and a more personal interaction between them and your business. It is only when you achieve this that you can enjoy the best of what personalized marketing has to offer. With that in mind, here are a few common personalized marketing pitfalls to avoid:
Deals of Little to No Value
One of the key advantages of personalized marketing is that it allows you to capitalize on the behavior and personality of a customer. Unless you fully understand the things that matter to them the most, any marketing attempts you make fall flat on its face and ends up in spam folders everywhere. Any deals or offers you send out should cover a customer’s interests and their shopping history to offer true value to them.
Poor Interpretation of Data
Online tools often provide you with access to tons of data—but that won’t mean much if you don’t know how to analyze it correctly. This can lead to false assumptions and poorly conceptualized marketing campaigns. To avoid this, take a look at all your data and identify which elements your customers love the most. Then try to pin down what kind of insight you want to learn: purchasing behavior, reasons for cart abandonment, etc. This should provide you with the insight to know how to proceed with personalization.
All Sizzle, No Steak
If you’ll be doing personalized marketing, go all the way! Many marketers stop at addressing a customer by name, but once a customer reaches the website, all semblance of personalization has disappeared. The best way to go about this would be to work in reverse: thank you message, landing page, and then promotional email. This approach ensure a holistic experience for customers.