Are you making the most of personalisation in your marketing? Modern personalisation goes far beyond simply using a customer's first name in an email. It's about using customer behaviours and preferences to deliver experiences that are not only relevant but also timely.

According to research, 90% of leading marketers report that personalisation significantly contributes to business profitability. But what does this actually look like in practice?

Here are 5 key ways personalisation helps businesses to thrive.

1. Builds Customer Loyalty

Like our personal relationships, customers tend to show loyalty to brands who demonstrate good communication, are trustworthy, respectful, and consistent. Receiving personalised and relevant communication makes your customer feel understood and appreciated. Positive emotional connections to a brand are essential to long lasting customer relationships. Over time, these loyal customers are more likely to make repeat purchases and to act as advocates for your brand.

2. Improves Customer Retention

Keeping existing customers is far less costly than acquiring new ones. Personalised automated messaging, feedback requests and targeted offers keep your existing customers engaged, leading to a reduction in churn (the number of customers you lose). Ultimately this helps protect the bottom line!

3. Increases Customer Lifetime Value

Customer Lifetime Value (CLV) is the total amount of money a customer is expected to spend with a business over the course of their relationship. Personalisation strategies are designed to maximise this value. The longer a customer stays engaged, the greater their lifetime value becomes. This metric can help you understand how much to spend on customer acquisition, provide a way of segmenting your customers (identifying your VIPs from those who need nurturing), and be a valuable guide for long-term marketing strategies.

4. Enhances Customer Experience

Personalisation isn't just about personalising content. It's about understanding and anticipating what your customers need before they even ask. By analysing data and recognising patterns, businesses can proactively offer solutions, recommend products, or provide helpful content that aligns with where customers are in their journey.

Think to times when you've gone through a buying process and encountered a simple or helpful experience - did it make you buy again or recommend the brand? Research shows that 80% of consumers are more likely to buy from a company that provides a tailored experience.

5. Drives Continuous Improvement

Personalisation enables businesses to constantly refine their strategies. By tracking key metrics such as engagement rates, customer retention, and lifetime value, you can identify what resonates with your audience and adapt to their evolving needs. This ongoing process of measuring and optimising ensures your marketing efforts stay relevant, effective, and aligned with your business goals. And it's particularly crucial in today's fast paced, tech driven world where brands can easily be left behind if they don't have a sound understanding of how their customers engage with them.

Start Personalising

Modern personalisation responds to actions like browsing a product, abandoning a cart, or opening an email in real-time, creating interactions that feel seamless and tailored to each individual. To implement this effectively, you'll need access to the right data and technology to support it.

Remember, if you're just starting out, you don't necessarily need all of the bells and whistles straight away. It's wise to invest in a platform that gives you the flexibility to add features as you advance your strategy and skill-set.

Understanding the current landscape of customer interactions within your organisation is crucial to improving the experience. Start where you are, use what you have, and build from there.

Need help with your personalisation strategy? Feel free to drop me an email: hello@carawilsonmarketing.co.uk