Customers perceive brands as caring and more human when their marketing campaigns are personalised to them and their buying behaviour. This effectively boosts sales.

According to 2016 Accenture research;

• 56% of consumers are more likely to purchase from a retailer that recognises them by name.
• 58% of consumers are more likely to purchase from a retailer that recommends options based on past purchases
• 65% of consumers are more likely to purchase from a retailer that knows their purchase history
• 75% of consumers are more likely to purchase from a retailer that offers any of the above options

The research showed that without relevant recommendations, subscribers lose interest in as little as 60 seconds.

Subscribers to a company’s marketing list usually don’t mind when marketers have their data if it is on their own terms. This means that customers are given the choice of what they receive (e.g news about new trends or news about the industry) and how often (e.g. weekly or monthly).

Companies can start creating personalised data with an easy step – segmenting their email list. Creating different groups for email lists (e.g. Group one is for people who are purchasing tops and Group two is for people purchasing accessories) and then using merge tags (i.e. so emails address the reader: Hello [Name], we thought you make like this) and sending emails relevant to their purchase needs.

If you’re not sure where to start data personalisation, then get in touch with WMiW or see what other projects have been carried out.