E-Marketing in Minneapolis David Vinge, eMarketing Dashboard: Personalizing Personalization

Friday, April 11, 2014

Personalizing Personalization

Personalizing content has been dumbed down to first and last name. What once was revolutionary in direct marketing in the 1990s is now a given. In fact, in a study completed by Economist Intelligence Unit, 81% of consumers stated that they receive more marketing messages that include their name today than they did five years ago. However, this same study also states that 70% of those consumers feel that the attempts at personalization are superficial.  …Relevance has proven to have three times the impact of personalization alone—but relevance is incredibly difficult.

For your communications to be relevant, you have to have a well-maintained database, a team dedicated to customer experience across multiple channels, and a strategy in place to maximize that data and those channels. Relevance is where the real work begins—ensuring that each message is not only personal, but also contains the content and offers the end consumer wants, when they want it, and through the channel of their preference.

Read more: http://www.dmnews.com/personalizing-personalization/article/341568/

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