The true magic of personalisation: Going beyond channels

Personalisation is usually described as sending the right message to the right person at the right time. 

However, there’s an important element missing from this equation — the right channel. 

While it’s true that reaching individuals through their preferred channels is crucial, true personalisation magic lies in going beyond channels and focusing on the content itself. 

As consumers, we’re constantly bombarded with messages across various communication channels. From emails to plings from apps on our smartphones, each channel offers a unique way of engaging with individuals using personalised content. 

But relying solely on the right channel isn’t the way to ensure personalisation success. 

Why? 

Because people have different preferences and behaviours when it comes to interacting with content and no single channel can fully capture their attention. 

While we may aspire to be proficient at filtering out unwanted messages, the reality is that most of us aren’t. That means that we, as marketers, have to approach personalisation from a holistic perspective.

Content as the catalyst for personalisation success

While channels serve as the vehicles for communication, it is the content that drives the success of your personalisation efforts. 

The content should be strategically designed to capture the attention and interest of the target audience, regardless of the channel used for delivery. 

By focusing on creating engaging and compelling content, marketers can effectively convey their message and increase the likelihood of it hitting home, resonating, working, and being successful. Whatever you call the end result, content is what does it. 

It’s also important to understand that repetition plays a vital role in message retention. 

How many times do you need a gentle reminder about something on your to-do list? Now imagine your customer. 

Individuals need to encounter the same message multiple times for it to leave a lasting impact. 

In advertising, this can be as simple as re-exposing someone to an ad. In email marketing, repackaging the information from your first message (either in the subject line or introduction) does the trick. Engaging formats, like app push notifications or SMS, can also help reduce the number of exposures required, making the personalisation journey more efficient.

What do customers want to have personalised?

Now that we’ve established the importance of personalised content over the channel, let’s look at what type of content consumers want to be personalised. 

In McKinsey’s recent study, they highlighted 4 key elements that customers desire from brand interactions, guiding businesses striving to deliver effective personalised marketing.

1. “Give me relevant recommendations I wouldn’t have thought of myself”

Customers appreciate personalised recommendations that go beyond reminding them of previously viewed but unpurchased items.

The key is to suggest products or services that complement their browsing or purchasing history. By tracking customer impressions and ensuring the timely cessation of ads for unresponsive customers, brands can avoid being perceived as intrusive while still providing valuable suggestions.

2. “Talk to me when I’m in shopping mode”

Timing is a crucial factor in personalised marketing. Brands must carefully analyse customer behaviours, patterns, and habits to identify the most opportune moments for engagement.

For example, a clothing retailer discovered that customers who recently visited their physical or online stores were more likely to open and respond to messages delivered on the same day or exactly a week later. Understanding the optimal timing enhances the effectiveness of personalised communications.

3. “Remind me of things I want to know but might not be keeping track of”

Brands can increase relevance by proactively tracking events and circumstances that matter to customers. This can involve notifying customers when desired items are back in stock or when new styles are launched for products they have previously purchased.

By demonstrating awareness of customers’ preferences and desires, brands can establish a deeper connection and provide valuable assistance.

4. “Know me no matter where I interact with you”

Customers now expect a seamless integration of offline and online experiences, necessitating collaboration across different areas of the organisation. Retailers face the challenge of delivering personalised communications that transcend individual touchpoints.

From store operations to analytics, departments must work together to ensure a cohesive and consistent customer experience. By recognising customers across various channels and tailoring interactions accordingly, brands can foster loyalty and trust.

In the realm of personalisation, the true magic lies in going beyond channels and focusing on the content itself. 

While delivering messages through the right channel is essential, it is the content that truly connects with individuals and leaves a lasting impression. Personalisation is not just about reaching the right person; it’s about captivating their attention and delivering a seamless brand experience across channels. 

Embrace the power of personalised content, and unlock the true potential of personalisation in your marketing strategies.