“Lindsay, here is an article on content personalization for stinky armpits.”
That caught your attention, right? That is exactly what Native did when I tried out their all-natural deodorant. I was convinced their product was what I was looking for before I ordered it, but I absolutely fell 💗IN LOVE 💗with them after they started to market to me.
No company, including Netflix, Apple, Wayfair, Spotify (who might be a close second), has sent emails as the ones I receive from Native. And all they do is sell deodorant though I’m sure we’d all agree on the importance of fresh armpits on a daily basis!
The point of this article? Taking the time to personalize and infuse your brand into the customer journey in areas that are so often left behind can turn one person (like me) into a brand ambassador. Does their deodorant work? Sure does, but that’s not what I’m here to write about.
Did you know that research shows us that 71% of consumers expect companies to deliver personalized interactions. And 76% percent get frustrated when this doesn’t happen.
And get this, companies that grow faster, drive 40% more of their revenue from personalization than their slower-growing counterparts.
You can read the full research article here – https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
Back to Native, here is an example of the first order confirmation I received from them:
How many email order receipts do you have that spew back your order and give you a tracking link for shipping? They don’t celebrate their brand, their new connection with you, nothing. Someone from “customer success” has set this ordering platform up, loaded the SKU’s, setup accept payment and went for coffee. I might be exaggerating here, but after those top-notch emails from Native, all the other emails I get from the orders I place online makes them seem lackluster.
Imagine if all emerging brands and even those that are established took the time like Native did to go that extra mile?
Here is an example of a recurring email I get from Native (I loved them so much I signed up for a subscription):
This is a great example of a company thinking through the customer journey and looking for all the low hanging fruit to infuse their brand personality and build a connection with their customer.
Some more stats for consideration:
According to a study by the Direct Marketing Association https://www.ana.net/about , companies that use marketing automation see an average of 53% higher conversion rates. Additionally, companies that have fully implemented marketing automation see, on average, a 14.5% annual increase in revenue growth.
So how do you do that? You work with an agency like My Left Foot who has the expertise to map out that customer journey and take the time to look at all the key communication opportunities for your customers. It can be that simple!
We use SharpSpring a marketing automation platform recently acquired by Constant Contact because of their awesome ability to automate and target. Specifically, by helping businesses personalize their marketing efforts and target specific segments of their audience.
When you pair the success rates of content personalization with increased conversions of a marketing automation platform supported by a strong brand voice you have a winning strategy.
What examples of personalization have you seen that you love? We would love to know! Send us an email at firstname.lastname@example.org.
My Left Foot is Canada’s Platinum Certified SharpSpring partner.