Thoughtful Personalisation – How not to creep your customers

Thoughtful Personalisation – How not to creep your customers

Personalisation gets results. Brands that personalise their content see a 27% increase in conversion rates that don’t. However, in today’s internet age personalisation can hover on the verge of creepy if it isn’t implemented thoughtfully.

Customers crave a degree of intimacy when it comes to making a purchase and gaining their trust starts with building a solid reputation. Before the internet, shopkeepers used to be on a first name basis with whoever came into their shop and would know what their typical purchase would be and make recommendations. This is a tactic that is employed by any reputable B2C website such as Amazon, where recommendations are made based on your previous purchases and browsing history.
It is clear though that these relationships are defined by boundaries and the same rules still apply today.

Don’t Restrict Choices

Use the information available to offer a range of choices and outcomes, instead of sending your customers down one path. Don’t make them feel stripped of their freedom by pushing them toward a single outcome.

Be Clear About the Benefits

Clearly, outline the benefits of your customers sharing their data. They will be much more likely to trust your brand if you state the value of their personal information.

Be Careful with Names

Reach out to your customers and put a name to the purchaser. Adding a name to in-app messages and emails will make outreach a lot more personal rather than just another generic sales push.
Don’t personalise content or send out information to people who haven’t supplied their names. They can spend more time worrying about how you know who they are than thinking about buying your product.

Offer Enriched Content

Enriched content is not unlike cross-selling, but a close relation. Think of this approach as the soft-sell. Offer content that is relevant to their interests such as blogs, articles, features and third-party content.

Location-Based Alerts

Provide content based on your customer’s location, city or neighbourhood. Offer real-time updates such as weather, service disruptions or traffic reports. Location alerts and information will demonstrate usefulness but will need to be used with care so that your customers don’t feel like they are being tracked.

Optimise Your Email Campaigns

It is likely you are already running personalised email campaigns using metrics gained from customer data. Studies show that using personalisation makes emails more relevant and will gain 2.5 times higher click-through rate and generate 6 times more sales. Aside from personalising the name and subject line, think about your copy too. If you have information such as their clothes size, birthdays, gender then this can all be used to offer your customer a relevant and useful email with an offer that is tailored toward them.

Make Your Customer Feel Understood

Use data that strengthens confidence and understanding. Preferences will give you an idea of how your customers connect and interact with your brand. For example, if you are a restaurant and your customer has registered that they are gluten-free or vegetarian, then send through menu choices to reflect this.

Author Gyles Seward

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