In conclusion of this first analysis, personalization is a major subject, at least across the Atlantic and across the Channel, and we are no longer concerned about pseudo-personalization, the page is turned.
But in this concert of praise, all is not rosy. If studies follow one another to show that marketers are sure to have started their transformation in favor of personalization, not all consumers necessarily agree.
So let’s now see what advice we can give to marketers eager to put this personalization at the service of their business and their customer relationship.
For this, we asked Christine Ah-Kang, responsible for the implementation of Emarsys projects for customers in France and England, to share her best practices with us.
Christine Ah-Kang gives us 5 tips for hyper-personalizing email marketing campaigns
Personalization and its impact
“According to eMarketer, citing a US Infogroup study, 93% of consumers receive marketing communications that are not relevant to them.
That is to say e-mails that are sent to everyone, without personalization, without adapted content,” explains Christine.
“These undifferentiated e-mails melt into the mass, and do not attract the attention of the consumer at all”.
Even worse :
90% of consumers say they are irritated by these irrelevant messages
Source Infogroup quoted by eMarketer
Conversely, personalized e-mails with recommendations based on what we have shared with the brand, “our areas of interest identified by our research on the site, or indicated when subscribing to the newsletter , for example, interest consumers and can encourage them to buy,” adds Christine Ah-Kang.
Contextually relevant, personalized emails improve results by 335% over non-personalized ones
Source eMarketer – Email Marketing Report 2020
As a result, brands that know how to distribute the right content, at the right time, i.e. when the person needs to make a purchase, or when they are likely to open their emails, ” reduce the number of emails needed to trigger a customer interaction, and even better, increase the revenue potential generated by each email.
From personalization to hyper-personalization
If personalization is an easy-to-understand concept, what is hyper-personalization?
It’s about tailoring content based on customer data with an added ingredient: context data, for example, where they are in their customer journey, or even better, where they is in relation to his usual customer journey.
hyper-personalization = personalization + contextualization
“Hyper-personalized content is content relevant to the customer, and contextual to what he is doing and where he is” explains Chrstine (our readers are also invited to read this article written with Jean-Philippe Cunniet)
Here are 5 tips to follow to successfully hyper-personalize your e-mail marketing campaigns.
Tip #1: Choose your time
Take the example of a fast food chain.
This decides to “send a flash discount for a person’s favorite burger, after having identified their ordering habits thanks to sales data, or according to their research on the site” explains Christine.
To do this, she must choose the right time for the personalized sending. Not at 8 o’clock in the morning in this specific case, but at noon, or 15 minutes after the person has carried out a search on the site, or in the evening, that is to say depending on meal times and the statistics that show the effectiveness of campaigns by time.
The success of individualized personalization requires the consideration of data, which should not be separated into silos.
Tip #2: Think Omnichannel and First Party Data
If e-mail remains the preferred channel for personalization (see the figures above), success nevertheless requires “taking into account the channel most likely to interest the consumer” at the appropriate time, explains Christine.
“If the person searched on their mobile phone for example, they will be sent an SMS or a notification by the application, rather than a Web notification which will only be visible on a computer”.
Omnichannel marketing is very important. The customer journey spans web, mobile, and in-store visits. The experience should be uniform. It is based on receiving the message on the right channel, whether it is the application, the browser or in store, in order to understand from A to Z what have been the interactions between the customer and the brand.
To succeed in your omnichannel strategy, you must essentially take care of your data First party (in other words, brand specific). “These data were transmitted by the consumer himself, when registering for the newsletter, or during a purchase, they are those that the user has agreed to communicate to the brand”.
Tip #3: Stick to the customer lifecycle
Triggering the first act of purchase is not necessarily the most difficult thing
Christine explains: “The hardest thing is on the one hand to get customers to become active, to regularly buy from the brand, according to a defined frequency model and budget model, and on the other hand to get customers who no longer interact with the brand or are likely to become inactive, to become active again”.
It is therefore necessary to adjust its personalization to target these events in the customer’s life cycle in order to revive it wisely, based on statistical information that is a precursor to a change in behavior.
While controlling commercial pressure and respecting the consumer’s final choice, that goes without saying.
A great transition that brings us to the fourth tip.
Tip #4: Tune into RFM (Recency/Frequency/Amount)
Purchase data and technology help define RFM parameters (Recency, Frequency, Amount) to determine at what stage of a contact’s lifecycle a contact is.
“This identifies the critical moment, before the contact disengages and becomes inactive with respect to the brand, and leaves for a competitor.” Sending the right communication at that time will be decisive.
All of this is based on a Strictly speaking, to segment means to divide its market into subsets (segments) which constitute homogeneous and distinct groups solid, it is she who allows to send interesting and relevant messages to each client.
Tip #5: Segment, segment, segment!
In markets In creating this glossary Visionary Marketing came up against a major problem: should we write BtoB or B2B? where customers number in the hundreds of thousands or even millions, “the marketer cannot address all individuals manually,” explains Christine Ah Kang. Manual customization is not reproducible on a large scale.
Segmentation is therefore essential for the distribution of personalized content.
Technology allows scaling up the strategies put in place by humans
And this is how segmentation comes into play. It allows you to be more efficient and optimize your costs.
Example of personalization: animal distribution
Emarsys has worked for several retail chains dedicated to pets. Here’s how personalization is implemented with these types of customers.
“Pet owners want to receive recommendations on relevant products for their pet. In addition, the information sent must also respect the well-defined business rules according to the breeds to which they belong, the types of food, etc. explains Christine.
Personalization can go a step further and help customers anticipate orders so they don’t run out of stock and starve their favorite pets.
Specialized brands, with well-thought-out scenarios, anticipate the order of kibble for dogs and cats, based on the uses of their customers and their frequency of purchases.
By analyzing the sales and restocking cycles of its customers, the brands concerned are able to warn consumers that, in all likelihood, they will soon run out of kibble. The merchant can then slip a voucher into his e-mail reminder in order to trigger a repurchase.
Admittedly, it happens that “some consumer customers are a little surprised to receive an email from a brand that understands their needs before they do themselves,” explains Christine Ah-Kang, “but they get used to it fairly quickly, and even go as far as ‘to then demand this type of anticipation’, which demonstrates particular attention on the part of the brand.
One final tip for successful hyper-personalization
To succeed in your e-mail marketing personalization project, explains Christine Ah-Kang, you have to focus on the question of “time to value”, i.e. the time it takes to deploy all these segmentations, in relation to the income it generates.
“Thus, the segments that do not generate enough returns on investment must be questioned, by targeting a little more broadly”. Micro-targeting without effect is useless, it is better to loosen the mesh and maximize profits without spending too much time on it.
For this, Christine recommends AB testing, which allows us to identify the campaigns and segments that work best.
Simple advice that will allow all marketers to delight their customers with relevant messages that arrive at the right time. Provided you deploy your project with pragmatism and seriousness.
It’s up to you to prove the 90% of consumers frustrated by the non-personalization of the messages broadcast by their favorite brands.