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Six reasons why your next marketing focus needs to be personalisation

By Sam Turner September 02, 2013 Content Content marketing Email marketing Marketing Growth marketing

The increased impact personalised marketing campaigns can have on your clients and prospective clients can really make the time spent on them worthwhile. Here are six reasons why personalisation is something worth doing, how it can take different forms and what effect it will have on the performance of your marketing.

Email personalisation can boost click through rates by nearly 20%

Putting an individual's name in the subject line of a marketing email boosted click-through rates by 25% on two separate occasions in this study and by 17.36% overall. The immediacy of seeing their own name in an email helps clients to feel as though the communication is for them, rather than part of a wider spread of marketing activity; instead of an advert, your communication feels more like a personal letter.

Not only did recipients feel as though the communication was more worthy of their time but once they had opened it, they connected with the content more and engaged with the messages of the email.

Are you starting a dialogue or a sales pitch?

The above reflection of open rates speaks to the fact that using personalisation makes your marketing communication feel less like a sales pitch and more like a conversation. Of course, this also depends on the content you choose to provide clients with.

As Jon wrote in a recent blog post here, clients really want things that are valuable to them, that they can use, that make them think or that educates them, so why not create those very things as your marketing messages? Personalise the delivery of this valuable content and you're well on your way to a two-way dialogue, rather than a one-sided pitch, which threatens to turn your clients off straight away.

Sending clients messages they don't want is not only pointless, it can be damaging

Personalisation isn't just about making sure you are sending clients the right messages, it's also about making sure you're not sending them the wrong ones. Understanding your marketing database helps you to segment it into areas of interest, enabling you to send distinct messages to distinct groups. Clients who receive messages that aren't applicable to them are shown to reflect negative feelings towards your brand.

Getting started with segmentation can be quite easy. If you serve both businesses and individuals, then sending out a separate communication aligned to each interest could be near vital. What about going one stage further? If you use model portfolios, why not customise your communications to individual risk groups? If you have some clients who are already retired and some who are not, can you create content aimed specifically at each group? More targeted content results in more engaged email recipients.

Knowing more about your target contacts leads to better sales, satisfaction and engagement

As part of personalising your marketing, it's very likely that you'll learn more and more about your clients and your potential clients. All of this is valuable information that can increase your ability to further personalise in the future.

If you have a client who always clicks on your stories about SIPPs, for example, then it might be an idea to send her a piece of marketing about SIPPs. Personalisation inherently breeds even more, better, personalisation.

Event triggered emails can contribute to a doubling of conversions

When you've got to the point covered above and you know your database really well, you might want to consider using triggered campaigns to automate your marketing and make sure you're getting in touch with everyone regarding their areas of interest.

Wouldn't it be powerful if your client who had clicked on an email regarding a specific product got a second email 24 hours later offering a free review of this area, or a discount, if your company sells that sort of product? Triggered emails like this are easy to set up and they can increase client conversions by as much as 50% when used successfully with other personalisation tactics.

Clients hate anonymous communication

Anonymous marketing communication has declined over the last few years, with good reason. Clients now lump in anything addressed to 'Dear Sir' with the same type of marketing communication that comes through their front door addressed to 'the homeowner'.

Sending out material addressed to an anonymous recipient sends out the message that you don't know the first thing about your clients. Adding in a client's first name is a really small step but the difference it can make to their perception of your business is significant.

By Sam Turner. Sam is ClientsFirst's Marketing Executive and writes here on topics including; inbound and content marketing, social media, design and e-marketing. He likes all of those things as well as travel, golf and frequent cups of tea. You can find him on , Twitter & LinkedIn.

Sam Turner

Sam Turner

Sam has responsibility for ClientsFirst’s inbound and content marketing, as well as helping clients to execute their own marketing campaigns and produce engaging copy. He has a background in blogging, copywriting and social media and is always on the lookout for a story or an emerging social technology. A keen traveller, when not in front of a computer keyboard, Sam can be found planning his next trip away or, closer to home, back in front of a keyboard writing something covering film and TV.

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