Personalisation is one of the most effective strategies for improving customer engagement. By using tools that send tailored messages via various methods including email, SMS, and web push notifications, small businesses can increase engagement, encourage loyalty, and create a more connected customer journey.
Understanding personalisation tools
Personalisation tools are software platforms that allow you to tailor messages based on customer data, preferences, and behaviours. By integrating customer information – such as past purchases, browsing behaviour, and demographic details – you can send content that’s highly relevant to each recipient.
For example, personalisation platforms allow you to segment audiences, set up custom messaging workflows, and engage with customers on the most relevant channel.
Here are some examples of how you can use personalisation tools in your business.
Crafting personalised emails
Email is a powerful communication channel, and personalisation can make emails more engaging. For example:
Dynamic content: Personalisation tools allow for dynamic content where email elements adapt to each recipient. For example, a café might showcase brunch specials for weekend browsers and takeaway offers to midweek customers.
Behavioural triggers: Triggered emails can follow specific actions, like abandoned carts or purchases, keeping the brand engaged with customers in relevant ways.
Customer segmentation: Businesses can group customers based on characteristics like age, location, and buying behaviour to send tailored emails. For instance, a fitness studio might send different updates to first-time clients than to long-term members.
Utilising SMS for real-time engagement
SMS allows you to reach customers directly on their phones. Personalised SMS messages have a nearly unmatched open rate, making them ideal for time-sensitive information:
Personalised promotions: Send exclusive deals to loyal customers or to those who haven’t purchased recently. Personalisation tools can help target these messages accurately.
Event reminders and alerts: SMS is ideal for appointment reminders, product launches, or flash sales, creating urgency and drawing customers back to the business.
Post-purchase follow-ups: SMS follow-ups, like thank-you messages or requests for reviews, keep customers engaged after purchase, enhancing satisfaction.
Driving engagement with web push notifications
Web push notifications are short, clickable messages that appear on a user’s desktop or mobile browser. Personalised web push can drive user engagement in several ways:
Abandoned cart reminders: When a customer leaves an item in their cart, web push notifications can provide timely reminders to complete the purchase.
Personalised recommendations: Based on browsing history or past purchases, businesses can suggest similar or complementary products, boosting cross-sell and upsell opportunities.
Exclusive news or offers: Share limited-time discounts or new product launches via push notifications, creating excitement and urgency directly on the user’s screen.
Measuring the success of personalisation efforts
To gauge the impact of personalisation, you should monitor a few key performance indicators (KPIs). These metrics reveal customer response and help refine personalisation strategies:
Open and click-through rates: High engagement rates reflect resonant messaging.
Conversion rates: Monitoring if personalisation leads to purchases shows the effectiveness of the approach.
Customer retention and lifetime value: Effective personalisation fosters loyalty, so tracking these KPIs indicates the potential for long-term customer relationships.
Feedback and surveys: Customer feedback, gathered through automated requests after key interactions, can further improve personalisation efforts.
Implementation best practice
Note that the setup and integration of personalisation tools with existing systems can be complex and time-consuming. If you can afford it, you might want to bring in a consultant to help you.
With that said, here are some things to keep in mind if you’d like to implement personalisation.
Start small: Begin with essential segments or workflows, expanding personalisation efforts based on data-driven insights and customer response.
Respect privacy and permissions: Obtain permission to send messages, especially via SMS and web push, to maintain trust and ensure compliance.
Iterate based on data: Use analytics to refine campaigns. Shift focus to what works and phase out less effective approaches over time.
Combine channels wisely: Email, SMS, and web push each have unique strengths. An integrated approach helps to create a cohesive, multi-channel experience for their customers.
Personalisation is now a cornerstone of customer experience, giving you a competitive edge. Through personalised messaging, you can engage customers on a deeper level, encouraging both loyalty and sales.
