Marketing personalization, How Automation Makes Personal Marketing Possible
Reading Time: 2 minutes

What is Personal marketing?

In marketing involves getting to know your customer. It’s about getting to know your customers’ interests and needs. Then, you can craft messages that are relevant. Now, we have come a long way with the tools that make this possible. Automation software and platforms are changing the game. And, brands have more tools to create a winning marketing strategy.

Why does personal marketing matter?

To start, relevant content is more likely to get customers to take action. For a while, the phrase “content is king" ruled the internet. Now, in 2019 it’s safe to say that relevant content is king. So, marketing and sales teams are getting smarter. And, customers are getting used to experiences that feel personal.

To explain why relevant content matters, let’s take a look at the numbers:
● First, 78% of people want personal business offers (source).
● Second, 75% of people are more likely to buy from a retailer that knows them. For example, by name or by their past purchases (source).
● Last, 87% of people say that relevant content has a positive effect on how they feel about a brand (source).

So, sending broad marketing messages to a wide audience is not great. Usually, the return on investment of relevant digital marketing campaigns is higher. And, a good segmentation strategy can help you maximize your ROI. It’s what helps small businesses compete with large ones.

Marketing personalization, How Automation Makes Personal Marketing Possible

How does automation make it possible? ?

With automation platforms, you can organize your customers based on almost anything. Some of the basics are gender, age, sex, and interests. Other common categories include events performed, sales funnel stage and job title.

Again, segmentation is the basis for relevant content. With tools like Routee Forms, you can expand your customer base and gather important data. And, form responses are segmented for communications. Routee forms work with your existing CRM and are a great tool to have.

Dynamic Content
Dynamic content relates to web content that changes. This means changing certain parts of digital content in real-time. So, dynamic emails stem from the content you update at that exact moment in time.

To explain, let’s take a look at some basic examples:

• Firstly, change subject line content based on the customer’s name
• Secondly, send region-specific content for upcoming events
• Next, create content based on social media information
• Last, send emails to customers with product suggestions

In short, dynamic content allows you to be interactive and personal. It can drive deeper customer relationships and enhance the customer experience.

So, do you want to create brand experiences that drive sales? Get in touch with the experts at Routee to get started. Our team will help you save time and create channel marketing strategies that work.