THE COMPLETE GUIDE TO PERSONALIZED CUSTOMER COMMUNICATIONS

Man at desk reading personalized customer communications
Len Smofsky Dec 04 ,2019

Customer communications has been an essential part of marketing for decades, as brands compete to remain top of mind and continue to engage their customers.

Before the arrival of the Internet, customer communications consisted mainly of face to face interactions and direct mail. As the brands and consumers began to become connected online, most forms of communication began to take the form of email marketing, direct messages, and digital media.

Eventually, over 105 billion marketing emails were being sent every day, with that number expected to keep climbing. The customer communications field is crowded and brands need to do something extraordinary to stand out from the pack.

This is where personalized customer communications comes in.

By turning every interaction with your customers into a completely customized experience, you can not only capture their attention, but also increase engagement and improve cross-promotional effectiveness. Read on below to find out everything you need to know about personalizing your customer communications.

GET TO KNOW YOUR CUSTOMER

The first element of any personalized customer communication strategy has to be learning everything you can about your customers.

Most businesses will have a fairly clear picture of who their target market is based off the products and services they offer. Performing regular market research and audience analysis is crucial to understanding what your customers are looking for, what they want to see, and what they are likely to engage with.

Investigating your social media analytics is an excellent way to generate data on your customer’s behaviour and understand what is likely to grab their attention when it comes to a personalized communication. Similarly, analyzing your email communication statistics can give you more context on what resonated with your customers; which email subject lines performed the best? What times of day and days of the week were emails engaged with the most? Were certain elements of those emails clicked on more than others?

DATA IS KING

Continuing on from the above point, the data you have collected should influence every part of your personalized customer communication strategy.

If you noticed that certain types of content resulted in a higher level of engagement, or a particular style of email subject line got a higher open rate than normal, then you should probably look at using more of those elements in your customer communications. If you noticed a particular user purchased a product multiple times, or they continued to revisit certain pages on your website, try adding in topics and other product recommendations that align with those interests to increase engagement.

Try encouraging your customers to provide more information on their interests. This could be done through email surveys, social media polls, interactive video, website elements that ask whether the content they are seeing is relevant to them. Cookies and tracking tags can be used to collate these data and create trends that can then be used in personalizing your customer communications.

TRADE STATIC FOR DYNAMIC

Upgrading your conversations with your customers to include dynamic elements is another important trend to capitalize on in order to stand out from the crowd.

Since time immemorial, customer communications have mainly consisted of static, non-interactive documents such as statements, letters, bills, and flyers. While this may have been acceptable in the past due to technical limitations, the modern consumer now expects interactive, dynamic experiences that grab their attention and are personalized to their specific needs.

Personalized, interactive video is an incredible tool for turning everyday communications into memorable interactions between your brand and your customers. Practically anything can be turned into a personalized video, from new product announcements to invoices. Not only will customers be encouraged to engage with the content, but the opportunity to cross-promote other services and enhance customer lifetime value and retention can dramatically improve revenue streams.

BE SOCIAL MEDIA SAVVY

Upping your social media presence and activity is another essential element of an effective personalized customer communication strategy.

Social media use has exploded across the globe, with over 22 million Canadians now using social media on a daily basis. Brands have been using social media for years to connect with their customers, but standard responses to questions or complaints aren’t going to cut it any more.

Make sure you are personalizing every interaction you have with your customers across every social media network. Use their name in comments, make it a point to respond to every DM, interact with their posts, make them feel seen and special. You cannot underestimate the power that a simple personalized comment or like has when it comes to creating brand love and an incredible customer relationship.

Personalized customer communications are essential for modern businesses looking to increase positive brand sentiment and customer retention. Tapping into social media, data-based marketing, and interactive video are all excellent tools that can be used to take your communication strategy to the next level.

About the author: Len Smofsky

LenSmofsky

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

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