Marketing Personalisation Tips to Increase Your ROI

In a world where consumers are inundated with countless different marketing messages every day, standing out from the crowd is more challenging than ever and only continues to grow with an increasingly competitive market. One effective marketing strategy that businesses are beginning to leverage to connect better with their target audience is marketing personalisation. By tailoring personalisation to content, products, and experiences which meet individual preferences and behaviors, businesses can forge deeper connections, drive engagement, and ultimately increase the return on investment (ROI) of their marketing efforts.

Marketing personalisation involves marketers creating customised experiences for individual consumers based on their own individual preferences, behaviours, and demographics, to create a more personalised experience. Rather than employing a one-size-fits-all approach to marketing messaging, personalisation in marketing aims to deliver relevant content, products, and recommendations to each consumer, thereby enhancing their overall experience with a brand or organisation. This can be achieved through various channels such as email, website content, social media, and advertising.

Let’s explore some different types of marketing personalisation and how it can be used across various channels.

Customising email campaigns and marketing emails with personalised subject lines, product recommendations, and dynamic content based on recipient data. Examples: 

1. Personalised email subject lines: “John, Check Out Your Exclusive Offer!”
2. Abandoned Cart Emails: Reminding customers of items left in their basket which didn’t get checked out and offering personalised recommendations or discounts to encourage the completion of the purchase, this has a high level of success in certain cases.
3. Birthday/Milestone Emails: Sending personalised birthday wishes along with a special offer or discount.

Involves adapting website content, layouts, and recommendations based on user behaviour, past interactions, and demographics. Examples: 

1. Homepage Recommendations: Displaying recommended products or content based on the user’s browsing history or past interactions. Think Netflix, they always seem to recommend the best things all based on your previous viewing history and preferred formats.
2. Personalised Pop-ups: Offering personalised discounts or promotions based on user behaviour or demographics to help drive conversion across a site.
3. Location-Based Personalisation: Tailoring content or offers based on the user’s geographical location. Ever been on dominoes and got a local deal, that’s personalisation at work.

Delivering targeted advertisements to specific target audience segments based on their browsing history, interests, preferences and demographic data. Examples:

1. Retargeting Ads: Showing ads for products that users have viewed or added to their cart but haven’t purchased yet. Commonly utilised across platforms like Google Ads.
2. Dynamic Ads: Displaying personalised product recommendations or offers directly within the advert based on user behaviour or preferences. Commonly used across platforms such as Google Merchant Centre.

Allowing customers to customise your products according to their preferences, such as Nike’s custom shoe designs, Nike ID. Examples:

1. Customisable Products: Allowing customers to personalise products by choosing colours, sizes, materials, or adding custom text or graphics. This is commonly known for services such as NikeID where consumers can put together their own shoe.
2. Tailored Recommendations: Offering product recommendations based on previous purchases, browsing history, or preferences. Amazon does this particularly well within their platform based on purchase history and frequency to make more personalised recommendations.

Personalised marketing significantly enhances the customer experience by catering to individual needs and preferences which grabs user attention and makes them feel a stronger connection to the brand. By delivering personalised content, intuitive product recommendations, and offers tailored to each customer’s interests, businesses demonstrate that they understand and value their customers.

Personalised messages have a higher chance of capturing the attention of recipients and resonating with them, causing them to engage in some way with your brand. When customers receive content or offers that are relevant to their interests and needs, they are more inclined to engage with the brand by opening emails, clicking on links, and making purchases.

Personalised marketing plays a crucial role in building and strengthening brand loyalty by creating connections with your audience and customers. Customers appreciate brands that go the extra mile to deliver relevant and meaningful experiences through personalised content, product offers and recommendations, which in turn, encourages repeat purchases and long-term loyalty.

Personalisation generates valuable data on customer preferences, behaviours, and interactions with the brand which can be utilised to deliver better and more valuable experiences to your audience. By tracking how customers respond to personalised content, businesses gain valuable insights into their interests, preferences, and purchasing patterns. This data can be used to refine marketing strategies, optimise targeting efforts, and tailor future campaigns.

Being able to actually measure the success of your campaigns is key to the continuous improvement and optimisations of your marketing activities. It’s important to measure your ROI through a variety of methods to enhance your insights. To measure the ROI of your personalisation efforts, consider implementing the following strategies:

Monitor key performance indicators (KPIs) such as conversion rates, click-through rates, opens, and revenue generated from personalised campaigns to be able to monitor and optimise as you go.

Conduct A/B tests to compare the effectiveness of personalised content versus non personalised, generic messaging and identify which strategies yield the highest ROI when comparing the two.

Gathering feedback from real customers is one of the most important and straightforward ways  to gauge their satisfaction with personalised experiences and identify areas for improvement quickly.

Evaluate the long-term impact of personalised marketing campaigns and activities on customer lifetime value by analysing repeat purchases, average order value, and customer retention rates in relation the personalised content you are sending and targeting to these individuals.