My Customer – Personalised marketing: The wrongs, the rights and the recommendations
Personalised marketing has evolved rapidly in recent years.
Initially, personalisation communications took the form of a stock email with a category field that could be tailored to the customer’s name – ‘Dear Bob’ certainly being an improvement on ‘Dear Valued Customer’.
But this has, of course, become commonplace, and a recent survey about marketing messages conducted by Lyris revealed that 63% of consumers report that they now receive so many messages that use their name that it no longer has any impact.
However, companies have subsequently been able to personalise communications based on customer behaviour, with examples being basket abandonment emails and browse abandonment emails and recommendations based on previous purchases.