We all know by now that personalisation is a big deal in marketing.
After all, it really does makes sense: the more you can tailor the messages and products that you plonk in front of a customer to their particular tastes and preferences, the more likely they are to buy things from you. Simple.
Tracking user behaviour across multiple data sources and bringing everything into one big happy single view of the customer, and implementing things like predictive analytics, learning-based algorithms and real-time product recommendation generators? Not so simple.
While actions undoubtedly speak loudly when it comes to user preference, sometimes words can be pretty useful too. Yup, sometimes simply asking customers what they’re into and what they’re not-so-into can be a quicker and easier route to simple personalisation than speculating based on (potentially limited) data that you have on them (though it’s obviously important to strike a balance when asking for personal details from customers - we’ve discussed this in a post on the topic.)
Here are some interesting tactics that eleven top brands are using to help personalise their customer emails in various ways.