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  • Jennifer Heppell

The Power of Personalisation in Marketing Automation

Updated: Oct 27, 2023

Have you ever wondered how businesses keep up with the fast-changing digital world?


Every day, people's likes and actions are shifting, making it tough for marketers to grab their attention and make them feel important. But here's where something powerful steps in: personalisation in marketing automation.


Think about it – when you get messages, offers, and experiences that seem like they were made just for you, how does that feel? That's the magic of personalisation. And guess what? Marketing automation tools make this magic happen on a big scale.


But wait, let's break it down. When companies try to make their marketing special for each person, it's not easy. People want brands to know what they like and give them things that fit their needs. But doing this for lots of people can take a lot of time. And that's where Marketing Automation comes in to save the day.


Imagine if businesses could send out personalised messages and stuff to a bunch of people without taking forever or making mistakes. It helps businesses talk to lots of customers in a special way without losing time or getting things wrong.


So, in this blog post, we're diving into the world of Marketing Automation. We’ll understand about personalisation in marketing automation, its benefits and the challenges and considerations along the way. Let's go!




Understanding personalisation in Marketing Automation


How can a business blend marketing automation and personalisation in its customer experience and marketing? How can these two work seamlessly?


Start by focusing on the start of the customer journey. New visitors might be asked for their email on your website, in exchange for newsletters, discounts, or something of value to them.


This is why a perfect landing page is vital. A landing page that interests a lead makes them share info and check a few boxes, like topics of interest or location.


It might seem small, but this quick action gives you big insights. You know who's interested and they engage with your site, lightening your work and increasing their engagement.


After a visit on your website and some data from them, send tailored emails. Yes, different customers get different emails that suit them. Watching user actions is like a secret tool for advertisers, giving you insights into customer groups.


Once emails are sent, the automated system notes if messages are opened and which links are clicked. This adds more data, giving a personal touch and sealing the deal with potential customers.



Benefits of Personalisation in Marketing Automation


1. Better Customer Experience

When customers get messages that really matter to them, it makes them feel important and understood. This positive feeling boosts customer happiness and can make them stick around for the long haul. Read more about improving customer experience in this article.


2. More Engagement

Personalised stuff catches customers' attention way better than general messages. When you match what you say to what they like, you can get more people to open your emails, click your links, and stay interested. Check out this article about boosting brand engagement with personalisation and automation to learn more.


3. Boosted Results

Making content that fits each person often means more people actually do what you want them to do. When customers get offers they actually want, like signing up for a newsletter or buying something, they're more likely to go for it.


4. Smarter Spending

Personalisation helps you spend your marketing money where it really matters. Instead of throwing things out there and hoping someone cares, you send stuff that fits the right people. That means you're not wasting resources on folks who don't care.


5. Learning from Data

Personalisation means you gather and study customer info. This way of doing things helps you see what people like, what they do, and what's trendy. All this info is like a crystal ball for your future marketing moves.


Challenges and Considerations


While personalising marketing with automation has loads of perks, it's essential to handle possible issues like data privacy worries and having correct, up-to-date info. Finding the sweet spot between giving a personal touch and respecting privacy is key to keeping customer trust.


In closing, never underestimate the power of personalisation in marketing automation. Using data and tech, marketers can craft experiences that matter to customers. In a world full of plain messages, personalisation makes your brand shine and forms stronger, deeper connections. As tech keeps moving forward, personalisation's potential is set to grow even more, letting marketers offer experiences that fit like a glove.


Ready to take your marketing to the next level with personalised automation? Don't wait – reach out to us today and kickstart your journey towards tailored success. Plus, delve deeper into the world of marketing automation by checking out my previous blog.



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