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A recent report from parcelLab identified that irrelevant Marketing is driving customers away, and making them turn away from brands. Of the 49% of people that were wrongly targeted in email and social media in the last six months, 42% decided to unsubscribe from the brand’s Marketing lists and another 24% blocked the brand on social media. According to “The Emotional Shipping Experience” report, people have lost patience with brands who send incorrect or inaccurate Marketing materials, and immediately unsubscribe from the brand’s content.
In other words, they break any relationship with the brand. Let’s find out in detail what some research on the topic has to teach us about personalization. How irrelevant Marketing is impacting brands? In numbers, the Parcellab report found out that nearly half of all U.S. customers said they were targeted with irrelevant Marketing in the past six months. Of those, 88% took action to distance themselves from the brand. You may be wondering why this happens, and the reason for customers to take such drastic measures.
Well, personalization is a “must-do” for Digital Marketing. Another study said that “personalization increases email open rates by 26%”. So it is pretty relevant, right? On the other hand, if your content isn’t targeted to your potential customers, they will not pay attention to it, and it will end up in the trash. This happens because people want to feel connected with your brand, they want to feel recognized and have the feeling that their individuality matters. So, when brands make any mistakes regarding personalization, the customer will instantly know, because they are expecting you to do it in the right way. And how can brands and marketers avoid getting personalization wrong?
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發表於 16:01:01