The number of marketing messages we receive on a daily basis is crazy. I mean, I have literally lost count of the number of mails I keep sending to the junk drawer just because the subject line looks too trashy. Online customers love it when they receive mails that are tailor-made and cater to their particular needs and interests. But in a bid to increase the click-through rate, companies turn to personalised marketing often forgetting how much is too much!
Here are eight ways your personalised messages can creep your customers out and tips to safeguard against the same!
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Do not make the customer feel like he or she is being tracked at every stage. In order to get off of the creepy website list, make sure to throw in some random offers and content in addition to the personalised ones. The amount of personalisation should be based on the nature of relationship you have with your customers. Joining the creepy list can turn out to become a PR nightmare for your company which will end up hurting the brand.
Too personal too soon
Sending overly personalised messages too soon can end up preventing buyers from using your brand. Wait for some time to pass and a firm relationship to be established before you start sending them personalised actions. Starting with a simple ‘Hi’ or with their names can help with the initial days of contact.
Targeting inaccurate location
Location is very important when targeting customers. Suppose a customer went to Delhi and looked up nightclubs there, and even when they are back in their home city, they continue to get mails about nightclubs in Delhi. This amounts to gross neglect and bad publicity, and leaves the customers with a bitter taste.
Maintaining excessive contact can ruin an existing relationship. If sending the same email for months elicits no reply, chances are that your customer needs space and you need to back off a little bit. Bombarding them with messages and content inconsistent with their needs results in some unfavorable circumstances. They might just unsubscribe and never look back!
Not incorporating contextual data into your strategy
Personalisation with a purpose is the key point that should always be kept in mind. Contextual data is the art of making content relevant to an individual on the right medium at the right time. Leverage the information you have about your customer to create a truly engaging, relevant experience, and if you want to keep your customers, patience is the virtue.
Companies should never forget that there are certain boundaries that must not be overlooked. Fine tune your personalisation instead of turning customers off with creepy itty bitty details of their activities and their life.
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