3. Have adequate technology. If you don’t possess one individual database that collects customer data from catalog, Internet and retail sources, then those multiple databases will need to speak the same language. For adequate customization to take place, all data about individual customers need to be available to marketing staff across channels.
So if customer data is updated in one channel, Junction Solutions officials point out, it’s immediately shared across the remaining channels and is immediately available for use in whatever personalization effort those channels are planning.
4. Gain support from all channels. If silos still exist within your company, work across them to achieve deep personalization. All channels must be committed to collecting transaction data that can be used to develop a picture of each customer if personalization is to succeed, the whitepapers’ authors write.
5. Balance distinctive information with relevance. The value of distinctive customer information, such as a first name or the fact that a given customer buys gifts for her nephew, is enhanced by highly relevant messaging, such as new products that fit that same customer’s past purchase preferences.
While click-through rates on highly distinctive, highly relevant e-mails are almost always greater than non-personalized messages, maintaining highly personalized messages with no relevance actually results in lower click-through rates than non-personalized messaging, the whitepaper notes. Be prepared to fill both sides of the equation to get the most benefit.
For a copy of Junction Solutions’ whitepaper, “The Whys and Hows of Personalization and Customization, visit http://www.junctionsolutions.com/programs/Download.aspx