For 2024, On Par Digital’s in’s and out’s are pretty simple…
In: Personalization for email and SMS sends
Out: Blanket bulk email and SMS sends
McKinsey has the data to prove personalization is in
According to a survey done by McKinsey, 71% of consumers expect brands to deliver personalized interactions, and 76% get frustrated when brands don’t deliver them. Gone are the days of just hitting send on a blanketed bulk email to all your customers for every communication. We are now in the era of personalized, segmented sends to get your customers looking at you with as much admiration as Sydney Sweeney on Hot Ones.
An example of an organization who does personalization best is Starbucks. They leverage their first party data on their customers via their app, and email bonus star offers based on a customer’s order history to either give them incentive to keep ordering their favorites or try something new yet similar to what their tried and true order is. Nordstrom is another winner in the personalization game. They send their customers regular updates via email and in their app on products they’ve either looked at before or similar to past purchases, creating a digital environment where their customers feel like Nordstrom truly gets them.
But how do I send personalized content to every single subscriber?!
Sending personalized sends to your customers sounds intimidating, but it’s actually super easy when you have the right tools! Using a tool like Klaviy allows for you to create segments of your customers based on their preferences, sales data, and more, and then create and send personalized emails and SMS’s to those segments. The best part: The data used for your segments is YOUR first party data, meaning its data you already have at your fingertips, just waiting to be used for good. Brands that are leveraging personalization in this manner are seeing 40% more revenue from those personalization communications, while also increasing customer retention and loyalty by building more personalized relationships with those customer segments.
If you don’t know where to start, or want assistance getting your segments and personalized messages buttoned up, On Par Digital has you covered. Contact us today!
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