Personalization Is The Key To Driving Customer Loyalty

We have all felt the pain of too much “noise,” from overflowing personal and professional inboxes, to unceasing and unwanted spam calls. Even traditional means like postcards, flyers, and brochures add to items we recycle, or in a fit of pique simply throw away.

But think about the consumer-based emails, for example, that you do read, or even look forward to getting. Maybe it’s a clothing brand, or a newsletter from your favorite outdoor gear store. We all have brands we like and return to again and again. Why do we keep going back for more? Because we feel a loyalty toward the brand, and there’s a good chance that the company behind the outreach does a good job of communicating with us — where we like being communicated with. 

Companies experiencing successful efforts to grow their customer audiences and inspire loyalty don’t possess a mysterious alchemy — they know and act on something powerful: “Consumers with strong emotional connections to retailers will visit their stores 32 percent more often and spend 46 percent more money than those without emotional bonds.”

How do you build emotional connections with your target audience? The answer is: personalizing communications so those on the receiving end believe you are speaking directly to them. More than that, customers now expect you to up your game when it comes to how you communicate with them. 

Now, what works for one company won’t necessarily work for another — finding the right omnichannel combination of personalization outreach efforts takes trial and error, but once you discover the right marketing mix, you can expect to see increasing engagement and conversion rates. Typically, this takes time and money to stumble on the set of actions and messages that move the needle. However, at Wrench, we believe that AI is a big reason why multivariate testing will become a thing of the past (more on that in a bit). 

OK, so customers expect personalization, but what are some other best practices to keep in mind?  

– Put some time into figuring out the messaging that opens emails, and increases your click to open, click through rates, and calls to action. 

– Keep it short and sweet — people have short attention spans and will likely read whatever you send them on their phones. 

– A special program, like a loyalty program, can help you quickly establish relationships with a large audience, and nurture those relationships over time — particularly as you collect data from their activities. 

The main point here is that traditional marketing programs won’t yield the same results, and your competition has only gotten more fierce. You have less time to engage and convert, because in your absence someone else will. 

At Wrench, we did our fair share of A/B testing to see what worked best, and then used our learnings (and a larger budget) to launch a campaign. But we kept thinking: there’s got to be a better way. So we built an AI-driven platform that works with any CRM to take a deep dive on your contact data. It pulls information on top line messaging that is highly likely to resonate, and the best way to reach prospects. For more information, drop us a line, or stay in touch — we’ll be posting to the blog on a regular basis. 

Gabi Barragan

You may also like
What Does Artificial Intelligence Mean For Loyalty Marketing?
Blog

What Does Artificial Intelligence Mean For Loyalty Marketing?

Without hyperbole, the magic of artificial intelligence in marketing is its pattern recognition. And this ability to analyze and unpack behavior patterns empowers your loyalty marketing, which is by itself, already magic too.
Read More
Personalizing The Customer Experience In The Physical & Digital Worlds
Blog

Personalizing The Customer Experience In The Physical & Digital Worlds

The old version of demographic personalization “group-ized” rather than truly “personalized,” lumping people together and sending generalized content to each...
Read More
Forget demographics: behavior segmentation is more effective
Blog

Forget demographics: behavior segmentation is more effective

Segmentation has always been key to successful marketing, but a lot of companies still don’t use it, and even when...
Read More
Why behavioral segmentation matters more than demographics
Blog

Why behavioral segmentation matters more than demographics

Behavioral segmentation gets at the heart of what customers are doing, a pattern of past/current actions and a projection of...
Read More
The Nuance Between Customization & Personalization – Know the Difference
Blog

The Nuance Between Customization & Personalization – Know the Difference

Customization and personalization both give users the opportunity to change their digital environment to suit their tastes and preferences, but they’re not the same and shouldn’t be used interchangeably.
Read More
How to Personalize the Customer Experience At Scale
Blog

How to Personalize the Customer Experience At Scale

How do you personalize at a high level for effective conversions? It depends on how you use today’s technology, not just in personalizing, but listening at scale.
Read More
What is Personalized Pricing and Should you Use It?
Blog

What is Personalized Pricing and Should you Use It?

Personalized pricing seems like it’s the soulmate of personalized marketing. What are the benefits and downsides? Is this something you...
Read More
Is personalization still possible in the age of GDPR?
Blog

Is personalization still possible in the age of GDPR?

Now we’re officially in the GDPR age, when you can face heavy fines if you put a toe out of line when it comes to audience privacy. Does that mean your data for personalized marketing is off-limits?
Read More
Personalization Is The Key To Driving Customer Loyalty
Blog

Personalization Is The Key To Driving Customer Loyalty

We have all felt the pain of too much "noise," from overflowing personal and professional inboxes, to unceasing and unwanted spam calls. Even traditional means like postcards, flyers, and brochures add to items we recycle, or in a fit of pique simply throw away.
Read More
Wrench.AI Partners with Patent Capital Fund Ideaship to Provide Personalized AI Experiences at Scale
Blog News Partners Platform

Wrench.AI Partners with Patent Capital Fund Ideaship to Provide Personalized AI Experiences at Scale

Salt Lake City, Utah—April 22, 2019—Wrench.AI today announced it has received a seed investment from Ideaship, a patent capital fund...
Read More
Why We Built an App to Make Personalization Easier
Blog News Partners

Why We Built an App to Make Personalization Easier

The Wrench.Ai origin story involved a "Whoa, Nelly" moment in the summer of 2017, when we were a marketing agency—no...
Read More
Wrench.Ai and Iterable Simplify the Path to Personalization
News

Wrench.Ai and Iterable Simplify the Path to Personalization

Wrench.Ai today announced it has a new integration partnership with Iterable, a growth marketing platform based in San Francisco, CA.
Read More
How to Talk About Your Reg CF Campaign
Blog Podcast

How to Talk About Your Reg CF Campaign

When it comes to following rules, who isn’t guilty of breaking one or two, here and there? It’s one thing to cut a line, or ignore the speed limit. But when it comes to communicating about your Reg CF campaign, there is no alternative approach: learn what the regulations are and follow them to the letter. Full stop. Here at Crack the Crowd, we’ve read what the U.S. Securities and Exchange Commission (SEC) has to say about marketing a Reg CF campaign. It’s not exactly riveting reading, and some of the language isn’t so straightforward. This is why having legal counsel is important; your attorney can interpret the language for ...
Read More
The Dangers of Reg CF Non-Compliance
Blog Podcast

The Dangers of Reg CF Non-Compliance

On a recent podcast with iTunes, Crack the Crowd CEO Dan Baird had an illuminating talk about Reg CF with CEO, Sara Hanks and VP of Product Management and Strategy, Andrew Stephenson at CrowdCheck. The real dangers of non-compliance was a very interesting part of that talk, deserving a post of its own to highlight its importance to existing and potential issuers. (Don’t forget to check out the podcast!).
Read More
Previous Post
Next Post

LEAVE A REPLY