Personalisation in Automated Marketing [2022]

Personalisation in Automated Marketing

This time it’s personal…actually it always can be

Marketing Automation seems to conjure up images of emails reading “Dear Customer” and pop-up messages flashing the words “Thank you for purchasing our product” on our screens. Yes, marketing automation can be that in-your-face and robotically obvious however, with the right amount of usage and the correct pairing, you can create a more unique and enticing user journey whilst simultaneously easing your marketing team’s workload.

Businesses want to provide their customers with the most straightforward but nurtured journey. Most customers will be looking for that extra interaction, preferably with a human, but robots and automated workflows can be hidden in plain sight and easily be disguised.

These are the main things to consider when deciding whether or not you would like to implement automated marketing into your business workflows and how you can keep it personal to the consumer.

Is Marketing Automation right for my business?

Marketing Automation can be used to enrich most businesses. You’re probably thinking that dealing with customers on a personal level is working for you and simply looking up their profile in your CRM system before you call them works fine. Why change something if it isn’t broken? Well, what happens when your customer database starts to grow and manually managing it becomes unfeasible.

Using marketing automation, you can segment your customers and tailor these groups to specific products, services, or additional support. This can help your team divide their workloads, focus on their preferred or specialised areas, and keep the personal touch with the same interaction as before. However, with automated CRM segmentation, you can provide a more specific service to the individuals that require it.

Salesforce [1] have said that 84% of consumers (and 83% of business buyers) say being treated like a person, not a number, is very important if you want their business. 52% will switch if you don’t personalise their experience.

‘Automation’ has reportedly resulted in 80% ROI, +46% growth, +26% more leads, and more productive marketers, according to Campaign Monitor [2].

The rise of DMPs

A DMP is a data management platform. DMPs should be at the heart of your marketing mix. Offering unique insight, and a form of business intelligence, they collate, store, and analyse customer data and provide in-depth visibility and trend forecasting to your in-house marketing team.

DMPs collect audience data through tracking on tagged pages. You’ll be familiar with a cookie, but did you know that Facebook has a Pixel, and LinkedIn has an Insight Tag? There’s more tracking and tagging than just Cookies! And with the demise of Cookies over the next couple of years as they are phased out, tracking in any way possible will be vital in providing customer behavioural context.

By combining first party and third party data, you can see more customer insight than ever before, thus giving you more opportunities to personalise each user’s experience. The value of DMPs is the bridge between customer insight from behavioural data, and the automation of UX personalisation. Normally, your marketing team need to sit between and are potentially limited in the number of personalised variations they can implement, due to manual processes and a borderline ABM (Account Based Marketing) approach.

How to successfully implement Personalisation into your Marketing Automation

You can get started today!

Marketing automation platforms such as HubSpot and MailChimp allow the use of merge tags; a unique piece of ESP-specific code that automatically inserts as user’s data into your emails (providing this field isn’t blank in your CRM or data source)[3].

Personalisation doesn’t just mean a user’s name. It’s all about tailoring the user’s journey to their specific needs. Using logic on your website to display relevant testimonials for the solutions or services that your prospect is browsing works well. Not only can they hear from real-life people and existing satisfied customers, but they can see reviews and quotes about the specific thing they are searching for. Whether you implement this by manually imputing customer testimonial carousels on your individual product pages or stay on top of your CMS tagging and use automation to show relevant quotes at the right time in the journey, it can be a great asset to the UX!

The majority of paid-for marketing automation platforms will allow you to set up email workflows. This can be a great way of tailoring each user’s mail drops to their behaviour. It also allows you to set up automated Birthday or Anniversary emails that reportedly get 481% higher transaction rates than promotional emails, and 179% higher unique click rates too [4]!! Rather than just a promo email appearing in their inbox, the user received something that can only be personal to them – a birthday message, and potentially a product voucher too. Whether you use this to just wish them a happy birthday, or shoehorn a voucher code in too, it’s a great way of ensuring an email open, and potentially an engagement with your brand!

Cremarc are experts in marketing automation – from the implementation of a new MA platform to the ongoing management of automated campaigns, or the elevation of an existing MA marketing strategy – we can offer the intelligent insight you need! Start implementing some personalised campaigns, that not only result in higher conversions, but free up your in-house marketing personnel today! Find out more about the services we offer here.




[1] The 360 Blog – Salesforce

[2] Campaign Monitor

[3] Email on Acid

[4] Coast Digital