This approach, known as batch and explosion methodwas ineffective and not at all personal. Over time, brands began to segment audiences using basic demographic data, which was a significant improvement.
Today, the most innovative brands are using an approach known as one-to-one customization (1:1). This allows them to send messages carefully tailored to the specific needs, interests and behaviors of each customer.
However, despite advances in personalization, many companies still make mistakes that can damage their strategy and frustrate their customers.
If you want to maximize your customization efforts, here's how to do it 6 tactics to avoid at all costs:
1. Personalization based on low-frequency searches
A one-time or sporadic search is not enough to justify a personalized campaign. For example, someone who bought a baby product to give as a gift will most likely not want to constantly receive promotions related to baby products.
Example: If a customer buys a cookbook for a gift, don't automatically tag them as interested in recipes. Use more consistent patterns of behavior before personalizing your campaigns.
Tip: Be sure to analyze the context of user interactions before defining a long-term customized strategy.
2. Sending promotions without considering the context
Few things are more frustrating than buying a product and then immediately receiving an offer with a lower price for the same item. Not only does this irritate the customer, but it also hurts your brand image.
Example: If a customer has just purchased a TV, avoid sending them promotions related to that model in the short term. Instead, you could offer complementary accessories.
Tip: Consider purchase history and recent behavior to ensure your offers are relevant and timely.
3. Relying exclusively on segmentation by location
Geographic targeting can be useful, but it should not be the only criteria for personalizing your messages. For example, if someone is looking for a restaurant in a city where they are on vacation, they probably don't want to continue receiving recommendations once they return home.
Example: A restaurant chain could combine location data with the customer's visit history and culinary preferences to provide more accurate recommendations.
Tip: If after 30 days a customer does not respond to your retargeting campaigns, it is best to stop them so as not to appear invasive.
4. Being too personal
Even if you have access to a large amount of information about your contacts, avoid including too much data in a single personalized message. This can make the user feel uncomfortable and perceive your brand as invasive.
Example: Instead of mentioning all the data you have about the customer (name, location, purchase history, preferences, etc.), limit personalization to one or two key elements that add value to the message.
Tip: The key is to find a balance between personalization and privacy.
5. Customize too fast
Personalization should be gradual. If a subscriber has just joined your list, don't immediately start bombarding them with personalized messages that show how much you know about them. This can be perceived as intimidating.
Example: Start with a personalized greeting using their name. Then, in subsequent campaigns, include additional details based on their interaction with your content.
Tip: Establish a relationship with the customer before personalizing your messages too much.
6. Using unverified data
One of the most common mistakes in personalization is relying on incorrect or mistyped data. For example, if a customer misspells his name when registering, your personalized messages will be incorrect, which generates annoyance and damages your credibility.
Example: Instead of using a potentially misspelled name, include a more general greeting such as "Hello" in your first few campaigns until you can confirm the validity of the information.
Tip: Implement data verification processes before using it in your email marketing campaigns.
In conclusion
Personalization is a powerful tool for connecting with your customers and increasing the effectiveness of your email marketing campaigns. However, it can also be a double-edged sword if not used carefully. Avoiding these tactics will allow you to build a stronger and more genuine relationship with your subscribers.
If you are looking to optimize your email marketing strategies with reliable and effective tools, MasterBase® is the ideal solution. With more than 20 years of experience in the market and presence in several countries, it offers you the necessary technology to personalize your campaigns in a secure and efficient way. Start transforming your communications today!
