Personalisation – Beyond E-Mail Marketing

Date Published: 2019-04-08 Monday

Don't you hate it when you get an E-mail that isn't relevant to you? Doesn't it make you feel as if the company sending it doesn't care?

Personalisation is the key to building trust in a relationship with your clients.

I am currently working on a short course on E-mail Marketing and of course, it deals with E-mail personalisation. E-mail personalisation goes past just using the person's name in the E-mail, it also looks at the segmentation of your E-mail subscribers' list. By segmenting your list, you ensure that you only send relevant information to your subscribers.

There are many tools out there to help you as a business owner to segment your subscribers' list and to help you automate personalisation.

However, this week I realised that personalisation goes beyond E-mail Marketing.

For example, I received a direct message from one of my followers through Instagram. This company wanted to reach as many people as possible with their message and so they created a group message to send their message. They chose as many people as possible to be part of this group message, including people like Richard Branson. It felt like spam to me.

It showed me that as small business owners' we need to extend personalisation beyond E-mails and into the realm of social media. So, yes you can have a generic message that you send out to your followers but take the extra 5 minutes to send it to them personally and address them by name (or by business name if you don't know their name). This little bit of extra work will improve your brand's trustworthiness. And it will create a great relationship with your followers.

Personalisation goes a long way towards emotionally branding your company correctly and will connect you to the 50% of consumers who buy products or services because of how they make them feel.