Personalization vs privacy: how to stay within limits
Use history of interactions
Email marketing campaigns are a great chance to grab the attention of customers and personalize their shopping journey. Email strategy builds on the experience of previous interactions. You get the opportunity to advertise products that are relevant to a particular client, for example, by offering related products and services, but without imposing unnecessary things.
Thus, the use of data based on the history of purchases allows you to keep a distance from the information that the consumer would not like to share. According to Campaign Monitor statistics, personalized email marketing generates 20 times more revenue than classic email marketing.
There are a few things to note about secure email marketing:
- Obtaining the client’s consent. Subscribers in your database must agree to both receive letters and the processing of their personal data. Create the appropriate checkboxes through which the client will confirm his subscription to the distribution of advertising messages and the use of personal information in the framework of cooperation with you. In the second case, you need to attach a clickable link to a specific item in the user agreement.
- Adding complete and transparent information to the letter. Provide as much information about yourself as possible, and also remind the client that he received the letter, as he gave his consent. It is also important to add a link by clicking on which the client can unsubscribe from the mailing list. This strategy will create a loyal and trusting attitude towards your company among 83% of consumers.
- Set up a two-step subscription. Its essence is in additional confirmation of the action through a letter sent to the specified email address. This will reduce the likelihood of receiving complaints about spam submissions to 1%.
- Saving log files. Keep a chronology of user actions on the site (adding an email address, subscribing, and more). If necessary, download the logs to your PC.
Form a portrait of the client
It is not enough to collect data – you need to understand how to work with it. Analyze the base of subscribers who have agreed to the processing of information and form a complete image of the buyer. It should include all contact and behavioral information collected through a variety of marketing channels, from demographics to in-store transaction history and current financial situation. This will allow you to be fully armed in the process of customer service and solve emerging problems without violating confidentiality.
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Optimize ads for target audience
Focus on the audience that is profitable to interact with at the moment. After all, even 20% of “necessary” customers can bring up to 80% of the profit. Therefore, to personalize advertising content, use segmentation by gender, age, place of residence, position, interests and other information obtained during the creation of the client’s image.
The main rule is not to overdo it in your desire to be in touch with the client, reminding him of yourself 24/7. If you don’t restrict your content flow to the optimal minimum, it will lead to information overload called banner blindness. According to statistics, more than 80% of Internet users do not pay attention to intrusive content, including personalized content. Therefore, at best, they will simply stop noticing you, at worst, some of the buyers will refuse to cooperate with you.
Create a data warehouse
It is impossible to make key marketing decisions based on inconsistent information that gives an incomplete picture of the situation. First and foremost, appoint a data manager who can give you a deep understanding of the target audience and bring order to the existing materials. Almost 85% of companies admit to employing analysts.
So, you can create a single independent data warehouse about product and audience behavior, where it is convenient to track metrics on a dashboard online. In addition, you will simplify the work of the marketing department by providing it with complete, reliable and orderly analytical data about site visitors, channels of interaction with the product, and the effectiveness of mailings in order to make decisions here and now.
Get expert support
If you are customer-focused and have a personalization strategy, you cannot do without the advice of lawyers, experts in public relations and compliance. Their support will allow you to keep abreast of the current privacy principles and not to violate them. According to the head of security at Telstra Purple, Rob Robinson, only strictly following rules such as the GDPR can you maximize the protection of user data. This means, and several times to improve the results of personalization based on the processing of such information.
According to statistics, almost 85% of consumers are ready to share personal data. But only on condition that the company provides a guarantee of transparency and security. Moreover, according to a survey by Gartner, as many as 40% of consumers would refuse to do business with the company if they found the information collected about themselves inaccurate or even unpleasant. Therefore, if you want to not only attract new customers, but also keep existing ones, then find a balance between personalization-privacy, and also try to raise awareness of the audience about the use of their data.