Subscribe to emnos news!
Did you miss our webinar with Loyalty360.org?
Get the replay: Let’s Get Personal: Taking Your 1:1 Marketing from Simple to Sophisticated.
Our webinar with Loyalty360.org explores the world of personalized marketing and how it can help drive loyalty amongst your best customers and can be used as a tool to re-engage your lapsing customers.
It covers the 5 principles of successful personalized marketing programs:
- Prioritization of loyalty
Best in class personalized marketing programs should focus on rewarding best customers as a means to drive greater customer loyalty. This contrasts with other approaches that are focused on acquisition of new customers or on expanding customer spend into new products/categories.
- Collaboration between retailers and suppliers
We believe that retailers and their vendors should partner more broadly in order to help drive the retailers business. emnos supply tools and technologies that enable the sharing of customer insights between retailer and vendors. Personalized marketing programs provide a vehicle for both retailer and vendor to benefit from activating those customer insights.
- Personalization based on behavior
When it comes to what should be personalized, you need to make sure you are analyzing the consumer behavior over a period of time and sending the appropriate offer or content targeted at the most granular level possible. The goal of a loyalty focused personalized marketing program is to drive long term engagement with customers. The best way to do this is through delivering highly relevant communications. Relevance in the context of a personalized marketing program is best achieved through personalization of offers and content based on historical purchase behavior.
- Selection of the right channel
Not all consumers are the same, understand which channel customers respond to best and leverage that channel. Focus on timely delivery, and make it easy to use.
- Making it measurable
We are advocates of continuous improvement of campaign performance through rigorous testing. The goal of any program is to continually evolve to provide an experience that gives customers a reason to continue to engage with the retailer. We believe this is best accomplished through implementation of a test and learn program. We also believe in measuring the impact that campaigns, and the program as a whole is having on the business through the use of both campaign level control groups and long term holdout groups.