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Tips For Executing A Personalized Marketing Campaign

Marketing used to be somewhat of a guessing game. Companies would look at broad demographic trends and then build their message around a vague target in the form of a theoretical consumer. Although this became an art and was successful in many cases, it remained an imperfect system. There simply wasn’t a way to drill down to individuals when it came to developing a strategy. Times have changed, however.

Now, the Internet means more than being able to reach out to potential customers at all hours, day or night. Thanks to the vast streams of data that marketers can access, they also have the ability to harness emails and text messages to achieve what was once thought impossible. Advertisers now can address each consumer by name, targeting their specific tastes and preferences in a way never before feasible. This personalized marketing can be an extremely powerful tool to motivate sales, but only if done correctly. When implemented carelessly, this technique can drive recipients to forward emails directly to their junk folders.

Creating the best campaign takes a lot of planning. There are several critical elements that must be in place, or else your personalized marketing efforts will seem more like pestering. Here are some of these vital components and what makes them so important.

Timing

People want to know they won’t be wasting their time when they open a message from a business, so timing is everything. For example, a florist that sends a reminder a month before a customer’s wedding anniversary provides much more value than one sent a month after the event. When targeted messages arrive at the right time, consumers are more likely to pay attention.

Relevance

You have to be sure that what you’re selling to your audience is going to be something they want or need. Fortunately, you can use data such as purchase history to build a compelling pitch. For example, someone who just bought shoes from you may be in the market for a new handbag or hat to go along with them.

Reminders

Let’s face it — most of the items people buy are not going to be something they need. That’s why it is a good idea to craft emails or texts that spur them on to become customers of yours again. You can alert them to a sale on their favorite brands or announce a product launch in which they might be interested, for instance.

Consistency

It’s now possible to create a seamless experience for shoppers that extends from the point of sale to their desktops, laptops and smartphones. Sending a retargeting email immediately following an in-store purchase can make consumers feel as though a retailer knows who they are and what they want, and makes that retailer seem more trustworthy as a result.

Motivation

All businesses want to give their patrons a reason to return. This can take the form of a loyalty program. An email reminding them when they are close to receiving the next reward can be very effective.

Empathy

Even as technology advances, the human touch remains essential for reaching out to a consumer. Creating an emotional connection requires strong copy and a keen understanding of who your customers are as people rather than simply data points.

To help you build an effective personalized marketing campaign, take a look at the accompanying checklist and keep it handy as you plan.

Infographic created by flexEngage

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Author bio: Tomas Diaz is Chief Executive Officer and a co-founder of flexReceipts, the leading provider of smart, digital receipts for retailers. Diaz is a seasoned leader and visionary expert on what grabs — and holds — the attention of consumers. 

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