The Path to Personalised Customer Experiences
Whether you know it or not, the ultimate purpose of knowing your audience is personalisation. Uniquely tailoring what your customers see and how they interact with your brand is what will make them feel accounted for and special. The result? Satisfied customers, loyal brand ambassadors, and sales.
But how do you create this personalised experience?
Well, first of all, you will never be able to provide a personalised marketing experience if you treat your audience as one giant block of mindless consumers. Rather, you need to segment them into customer groups based on common characteristics. This will allow you to tailor your marketing efforts according to shared preferences and interests.
Using the example of email marketing campaigns, we will illustrate both how and why customer segmentation works.
Customer Segmentation Example
Many online businesses accrue large email databases, whether they have picked up this information from an account creation and/or newsletter subscription process. The problem is, however, that many companies will run email marketing campaigns without segmenting their customer database. This will almost always lead to a campaign with a very low conversion rate and a very high churn rate (the rate at which people are unsubscribing).
Why? You guessed it – a lack of personalisation!
Instead of peppering every single one of your audience with the same emails about the same products and the same deals (most of them will not be interested), why not group them so each customer segment receives emails that are more relevant to them?
You should know the products that each customer will be interested in because you will have all their sales order data. In turn, you could group customers that often buy from a certain product range and tailor their emails accordingly. This could involve sending more emails about that specific product range (e.g. candles) or similar ones that are also relevant (e.g. candle holders).
Equally, you should be grouping the customers that have historically spent loads of money on your brand. Put them in a “VIP” segment, reward them with amazing deals, and build customer loyalty. Remember, the consumer-brand relationship should be mutually beneficial. Your customers should feel as if you care because you actually do.
The great thing about keeping your customers happy is that it also happens to be good for business!