How personalisation drives marketing ROI
Quick question. What does your next marketing campaign’s success depend on?
Budget? Resources? Incredible graphics? Finally getting your ChatGPT prompts right?
While those do play a role (maybe not the prompt so much), the true success of a marketing campaign hinges on the ability to connect with your target audience on a personal level.
This is where personalisation becomes a game-changer.
Personalisation isn’t just a nice-to-have. It’s a need-to-have-for-success kind of thing.
By tailoring marketing efforts to individual preferences and needs, your brand and business can significantly boost its Return on Investment (ROI) and drive unparalleled success. (Even with subpar graphics.)
Understanding the power of personalisation
Personalisation in retail and e-commerce marketing goes beyond merely addressing customers by their first name. In fact, our CXO wrote an entire book about why just using the first name only scratches the surface of the surface when it comes to true personalisation.
Get a free abstract of ‘Hello $Firstname: Profiting from Personalisation’ here.
True hyper-personalisation involves crafting tailored content, offers, and experiences that resonate with each individual on a deeper level.
By leveraging customer data and behaviour insights, businesses can create personalised journeys that guide customers from awareness to conversion.
Need we say more? Here are 10 of our favourite ways that you can use personalisation to drive marketing ROI.
1. Enhancing customer engagement
One of the key ways personalisation drives marketing ROI is by fostering higher customer engagement.
How does that happen?
When customers receive content that aligns with their interests and preferences, they are more likely to interact with your brand.
Personalised emails, product recommendations, and targeted advertisements evoke a sense of relevance, leading to increased click-through rates and prolonged website visits.
Put yourself in the shoes of your customers or subscribers. Would you rather receive a generic email telling you about a sale on baby clothes? Or would you rather get up-to-date content and offers that match your needs?
2. Boosting conversion rates
When you personalise content, offers and communication, that personalisation has a direct impact on conversion rates.
And when customers feel understood and valued, they’re more inclined to make a purchase.
Dynamic product recommendations based on previous purchases and browsing behaviour nudge customers towards relevant offerings, increasing the likelihood of conversion.
Matas is doing that and seeing repurchase rates over 300%.
3. Driving customer loyalty
Building customer loyalty is vital for long-term brand success.
Personalised experiences create emotional connections with customers, fostering a sense of loyalty and affinity towards the brand.
What do loyal customers do? They not only make repeat purchases but also become brand advocates, driving organic growth and word-of-mouth referrals.
4. Reducing cart abandonment
Cart abandonment is a common challenge faced by e-commerce and retail businesses.
This is where personalisation comes in and boosts your ROI.
Personalised retargeting campaigns that remind customers about their abandoned carts with tailored incentives can significantly reduce abandonment rates and drive more completed purchases.
See how Kop & Kande has turned the abandoned cart dilemma into a success story.
5. Optimising ad spend
Personalisation allows retail and e-commerce brands to optimise their advertising spend by targeting specific audience segments with relevant content.
Instead of a one-size-fits-all approach, personalised ads focus on high-potential customers, maximising the impact of ad spend and improving ROI.
With Agillic, that’s even easier. Read more about how Agillic’s flexible data model works in tandem with paid media for better targeting and increased revenue.
5. Leveraging behavioural triggers
By identifying key behavioural triggers, such as website visits, email opens, or past purchases, businesses can deliver timely and relevant messages that drive customer actions, ultimately boosting ROI.
6. Customising landing pages
Personalised landing pages that match the specific ad or email that directed the customer to the site enhance the overall user experience. Customised content and offers make visitors feel valued, increasing the likelihood of completing desired actions.
9. Creating memorable customer experiences
Memorable customer experiences leave a lasting impression and build brand loyalty. Personalisation allows retail businesses to craft unique and memorable experiences that resonate with customers, resulting in positive reviews and recommendations.
10. Utilising AI for advanced personalisation
Advancements in Artificial Intelligence (AI) have revolutionised personalisation strategies. AI-powered algorithms analyse vast amounts of customer data to deliver hyper-personalised content and offers at scale, driving better ROI.
What could that look like? And where are we now in relation to AI and personalisation? Hear our CXO give his take on AI in personalisation in the latest podcast from The Marketing Guys here.
In today’s competitive marketing landscape, personalisation is a non-negotiable aspect of a successful marketing strategy.
By tailoring content, offers, and experiences to individual customers, e-commerce and retail businesses can drive higher customer engagement, boost conversion rates, foster brand loyalty, and optimise advertising spend.
Embracing personalisation and leveraging AI-powered technologies enable businesses to unlock the true potential of their marketing efforts and achieve a remarkable ROI.
You asked — We answered
What is the role of personalisation in marketing?
Personalisation in marketing involves creating tailored content, offers, and experiences to resonate with individual customers, fostering higher engagement and driving ROI.
How does personalisation boost customer engagement?
Personalised content and experiences evoke a sense of relevance and understanding, leading to increased interactions with the brand and prolonged website visits.
Can personalisation impact conversion rates?
Yes, personalisation directly affects conversion rates by guiding customers towards relevant offerings, increasing the likelihood of making a purchase.
Take a look at our latest customer reviews to see the difference it can make.
How does personalisation contribute to customer loyalty?
Personalised experiences build emotional connections with customers, fostering loyalty and advocacy, which drives repeat purchases and word-of-mouth referrals.
How can personalisation optimise advertising spending?
Personalisation allows businesses to target specific audience segments with relevant content, maximising the impact of ad spend and improving ROI.
Want to see what Agillic can do for your business and how to lower your customer acquisition cost and increase retention? Schedule a consultation here.
