I recently had the opportunity to host a lunch and learn for some of our clients at American Express about harnessing the power of personalization in digital marketing.
Here are some key takeaways for you to know:
- First-name personalization is not enough. Consumers expect to get personalized offers, with product offers based on their interests or spending habits. You can even do things like show how the new product you are offering complements the person’s existing product. Talk to your analytics partners about how to craft the right offers for each customer or how to include more personalized information, like loan size.
- Using visual representations, such as a simple bar chart, is a great way to personalize your email and encourage action from a customer. This could be as easy as telling them that they are “$XX dollars” or “XX points” away from qualifying for an offer or reward.
- Charts can also help make the point of why your product is more competitive than others. Tools like Movable Ink allow you to do real-time rate changes not only in numeric form but also in charts and graphs. While this may not be personalized by the recipient, it uses real-time data to give relevant offers and offer information to the customers you are trying to acquire.
- If you aren’t showing points personalization on a points product, you are missing out. Sage has done this both within Salesforce Marketing Cloud by using Ampscript and with Movable Ink.
- Gamification is a great marketing tool and doesn’t have to be boring! At the Movable Ink Think Summit Sage recently attended, we saw an inspiring example of how Chick-fil-A gamified the experience of trying their new Cherry Berry Beverages by showing empty glasses filling up for each flavor the person tried. These emails were not only colorful and fun but also engaging.
- If you have an app, consider tying in-app notifications with your acquisition and loyalty emails. You can personalize your in-app notifications too by adding visual elements, like bar graphs or numbers.
- Don’t forget to celebrate your customers! Whether it’s an anniversary, an important milestone, or even just an annual summary, these touchpoints go a long way toward creating loyalty.