Customers today expect you to get personal. For today’s consumers brands, the challenge of meeting this new level of “hyper-customization” is very real. So how do you personalize a message for the masses? It all starts with “defining the right segments.” In other words, you need to define your target customers. Once you’ve done that, you can design a message that really speaks to that customer. So how do you customize a message for 10,000 of your favorite people? You need to find out who they are. Explore what defines them beyond their name, gender, or birthdate. If you want to deliver a truly personalized customer experience (and have them come back for more), here’s 4 questions you need to ask yourself.
Should I text them or email them?
In marketing, the magic occurs when you communicate with someone in the way they prefer. Whether its SMS, push notification, chatbot or e-mail, do your research and try to message your customer via their favorite channel. This strategy increases the chance that customers will be receptive to your content. If they’re receptive, they’ll probably read it, and if they read it, they may buy something. The goal is to keep them engaged so they will open future messages and stay loyal to your brand, whether it’s online or “offline.” Whatever your goal, find the best way to woo your customer without spending too much money in the process.
How often do they want to see me?
How much time and money does your customer want to spend with you? This can be answered by the RFM evaluation: Recency, Frequency, and Monetary Value. In other words, how recently did your customer make a purchase, how often does he purchase from you, and how much did he spend? When it comes to personalization, someone who purchased from you once in the past year, but spent a large monetary value, would receive a totally different message than someone who raids your sale rack once a week.
Hello? Are they even getting my message?
To be able to send a message, you must be able to deliver that message. Let’s say you want to create a campaign that uses SMS, messenger and push notifications on your brand’s mobile app. Some customers may not be reachable through the third option because they didn’t download your mobile app! The same logic applies to SMS campaigns. If your customer came into your store to make a purchase, but didn’t provide a mobile number, you won’t be able to follow up with them through this channel.
Does my message sound silly?
Simply put, your marketing strategy must make sense! If you want to push a special offer regarding Father’s Day, don’t include people aged 60+ in your segment. If you want to launch a campaign to purchase a car or housewares, it doesn’t make sense to send it to someone under 18. Not sure what to say? Create a “test segment” first based on your ideal group of customers. Then, once you know what worked and what didn’t, go back and refine your target customers. You might find out that men, 25 to 50, really are a good segment for your women’s lingerie campaign during Valentine’s Day!
Still not sure you can handle it? myElefant, a leader in mobile marketing campaigns, can help you evaluate your marketing segments, and even make inactive customers love you again!