The Power of Digital Personalization

Read time: 2 minutes 57 seconds

Hey there, friends and foes! Here’s to another amazing week.

Let’s dive right in.

TL;DR of this Tuesday’s Edition

• The Power of Digital Personalization: 5 statistics, 5 examples, 5 tips

• 2 helpful marketing tips of the week

• 2 swipe-file-worthy ads of the week

The Power of Personalization

A personalized digital experience is creating unique experiences tailored to individual customers. You have 100% experienced it before. And it’s really powerful. A simple example is Amazon.

It’s their Prime Wardrobe:

Customers are first asked to complete a survey about their clothing style and fit. Then, a team of stylists provides personalized recommendations to the customer. Voilà, you can now enjoy a custom digital shopping experience.

Here are 5 stats to back up the importance of digital personalization:

• Data from McKinsey indicates that 76% of customers will get frustrated with a brand if they don’t find a personalized experience.

• 80% of consumers are more likely to buy from a company that provides a tailored experience. (Epsilon Data Management)

• Research shows that personalization most often drives a 10 to 15 percent revenue lift. (McKinsey)

• A lack of personalized content generates 83% lower response rates in an average marketing campaign.

• Companies that use advanced personalization see returns of $20 per $1 spent, that’s a 20:1 ROI. HUGE!

More than 70% of customers already expect a personalized experience.

Below are 4 more examples & 5 tips to keep in mind when creating personalized digital experiences:

4 examples of personalization:

1. Grammarly, a grammar checker app, sends weekly reports to users on how their writing has improved.

2. Nike allows customers to configure their own clothes and shoes. Users can generate shareable 3D snapshots of finished footwear.

3. ConvertKit, a full-feature email service provider, asks users questions on the welcome screen (a must for any SaaS). This information is used to personalize onboarding and reduce early churn.

4. ASOS, a British online fashion retailer, offers a size recommendation tool when shopping online. It recommends you a size based on the information you have provided. So convenient.

   

    

5 things to consider when getting started with personalization:

• Collect data throughout the customer life cycle. Create an overview of your customer journey. That helps find what is personalizable. Segment based on user behavior, interests, and/or surveys

• Build a flexible onboarding experience. Ask questions relevant to your product or service and segment the answers. Use this information to further personalize their experience. 

• Don’t be creepy. Be subtle or refrain from using geographical data in your personalization. Do not make your customer feel like you know exactly where they are. Too invasive.

• There are many opportunities for personalization. You can personalize e-mail campaigns, paid ads, websites, landing pages, online stores, physical venues, live events, and more.

• Rely on data and do not overdo it: 58% of customers say brands send them items they don’t want. If you are uncertain of a customer segment’s wishes, hold steady. Focus first on having a better understanding of your customers.

2 Helpful Content Picks of the week

• Do you know what a social media audit is? If not, this article tells you all about how to run a successful one in 7 easy steps.

• Having a strong organic social presence is a cheat code for brands in 2023. Here's the exact audit the Head of Social at Triple Whale uses when taking over a new account.

2 Swipe File Picks of the week

What the fuck I’m up to?

I am spending less time writing my newsletters – this could be both good and bad. Ideation is faster, less doom-staring blank pages, and it is becoming more enjoyable by the day. That’s the power of consistently showing up. And exactly what I was aiming to achieve with this weekly newsletter experiment.

I will also be sharing some exciting plans for where this newsletter will be going. These plans involve rebranding, niching down, and higher quality content with fewer words (who wouldn’t want that!?).

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