How to Deliver Personalized Messaging: Why Customers Expect It and How To Meet It

• 71% of shoppers expect personalized advertising from brands. 76% are disappointed if they don’t get it.
• Personalization strategies can be used to increase customer loyalty and retention, particularly via email.
• Honeywell Biscuit Co. and Honeywell Biscuit Co. are great examples of the benefits personalized marketing has brought to their customers.

Customers expect high levels of personalization in today’s digital age. People are used to streaming TV services that personalize their viewing experience and social media feeds that target their interests. So it is no surprise that people expect the same level from other businesses. 

Generic messaging and one-size-fits-all marketing campaigns  just simply won’t cut it anymore. Customers want to feel understood. This is especially important for digitally savvy customers. According to a 2021 survey conducted by McKinsey & Company, 71% of shoppers expect brands to deliver personalized interactions, and 76% feel frustrated if this expectation is not met. 

No matter how big or small your company, personalizing your email can help you grow your business. While it might seem daunting, understanding the buying habits of your customers can help you make better business and sales decisions. In fact, McKinsey & Company’s survey also said 76% of customers are more likely to consider making a purchase from a new brand if they receive a relevant offer. 

There are tools that allow for personalization at scale. Mailchimp is an email marketing platform that allows businesses to target their audience and personalize their messages, as well as deliver their emails at the right time. This is a look at how these resources have been used by others. 

A travel company has a better idea of who its customers really are

You can stay competitive while inspiring your customers with personalized emails. It is important to segment your audience and meet them where and when they are. Pack Up + Go, an internet travel company that organizes surprise trips in the US, is a good example. The Pack Up + Go team sends different messages depending on whether their guests have booked, completed, or are still looking to book their first trip. 

Mailchimp automations allow Pack Up + to send targeted emails that give customers the feeling they have some control over their travel plans. Customers are sent an automated pre-trip survey that allows them to choose the distance and budget they prefer. Pack Up + Go sends out travel insurance offers and inspiration options after the trip has been booked. 

Lillian Rafson (CEO of Pack Up + Go) stated that the company’s marketing team values “test and learning” where they test out new strategies and adapt according to what works best. 

One week’s sales increase at an online farm

Customers are key to any business’s success. Joe Schirmer, the owner of Dirty Girl Produce organic farm, saw this firsthand after he was forced to go online by COVID-19. He was able to set up an online shopfront for his farm with Barn2Door in Seattle, and sent out newsletters to inform customers of new produce.

After his digital farm store was successful, Miranda Kaopuik his Barn2Door manager, came up with a plan to use Mailchimp for slow summer sales. Dirty Girl Produce used Mailchimp’s Customer Journey Builder to automatically send customers who haven’t purchased in the last 60 days a discount and to re-engage with old customers at August’s end. It was impressive to see a 35% increase of sales within a week by targeting past customers with targeted marketing.

A biscuit company’s customers helped it expand its social media reach 

Although a well-written email is a great way to build brand loyalty, it can also be detrimental to customer trust if the message is not clear and concise. Honeywell Biscuit Co., a UK-based company, made it a point of showing its customers that it cares by giving them the option to opt out from promotional emails they don’t want to receive. Honeywell Biscuit Co. allowed subscribers to decide not to receive emails promoting their Father’s Day offerings 2021. Over 400 people requested to be excluded from the email list. 

Honeywell responded by creating the preference center where subscribers can personalize their profiles. This approach was so successful that Honeywell repeated it for Mother’s Day. Customers were quick to express their gratitude.

“People took screenshots of our email, and shared it on social media,” Gemma Goode was Honeywell’s marketing manager. 

It is possible to build stronger relationships with customers and improve their experience with your brand by making an effort to understand and cater for their unique needs and preferences. Personalization isn’t a luxury anymore. It’s an essential part of today’s highly competitive marketplace. Brands that place emphasis on personalized experiences are more likely to succeed over the long term.

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This post was created with Mailchimp by Insider Studios.