Marketing personalization is possible thanks to the power of big data. But, as we have seen recently, data can be used for good or… well, evil. Personalization is a great way to engage with your users, but if you're not careful you can come across as creepy. So let’s talk about how to use personalization without being creepy.
Before we get into some best practices, I want to share some statistics that prove personalization works.
As you can see, leveraging personalization can result in better engagement and improve sales. While there are a number of ways to personalize our messages for our leads, there are a few best practices to keep in mind. Remember, there is a fine line between personalized and just plain creepy.
When a lead hands over personal information in exchange for a piece of content, they are trusting you respect that information. This is where a lot of businesses go wrong. Just because they gave you some information, doesn't mean they also gave you free reign on how you use it.
We live in a world where we have been conditioned to hand over our name and email to gain access to platforms, content or tools. This information is valuable and can be used to provide more value to the individual that shared it with us. The key here is to respect the information and not overuse, misuse or abuse it.
Here are a few a best practices for using your customers' personal data:
Context is the most important thing when it comes to personalization. Knowing when, where, and how to add a personalized message is the difference between great marketing or being a total creeper.
Take into consideration the communication platform. Email should be treated differently than a social channel. A website should be treated differently from the other two. When creating a personalized campaign, make sure that you empathize with your customer and take into account how they may react.
With all that we can do with technology one thing that often gets overlooked is common sense. In my last
There is so much we can do when it comes to creating personalized experiences online. Whether you are creating an email, social retargeting, or onsite personalization, make sure that you have all of your bases covered. While personalization can be very powerful and add a ton of value, if used incorrectly you can come across as creepy and untrustworthy.
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