Communicating to your customers with effective personalised messaging
Right message, right person, right time. That’s the key to maximising the effectiveness of your campaigns and comms. One size fits all marketing can only ever give you average results at best.
Use the data you have about each individual customer – name, demographic, transaction history, past and present value, preferences – to personalise not just the message, but the time, the content and the offer to ensure that you’re delivering true 1-2-1 comms.
Where can personalised customer communications take place?
Well… every touchpoint with the customer. And we mean every touch point. From the emails you send out promoting products, to when the customer contacts the call centre, and even directly on the website. Personalised marketing is not just about adding the customer’s name to the messaging, its about tailoring it to what the customer wants.
This can be done in many ways, but it’s all about how much you know and understand about the customer. Knowing what they’ve previously purchased is great, but if you’re not able to adjust communications, and even the website, to account for that, then it isn’t personalised.
Goodwood’s Apteco Award Winning Email Strategy
No two days are the same with nearly 30 different businesses and charities under the Goodwood umbrella. And no two communications are the same with Goodwood’s Estate email, tailored for each individual based on their interests.
The challenge is that there is one shared customer that all the different business areas want to communicate with. This led to over-mailing and high unsubscribed as each business would send their own email, whether that individual had an interest in that area or not. Read how we helped develop the Goodwood Estate Email and the impact on their customers here.
