May 3, 22 | 3 min read
data incorrect orientation
Reading time: 3 minutes
A recent report from parcelaLab found that irrelevant marketing is driving customers away and causing them to reject brands. Of the 49% of people who received poorly targeted email and social media messages in the past six months, 42% decided to unsubscribe from the brand’s marketing lists and another 24% blocked the brand on social media.
According to the report “ The Emotional Shipping Experience,” people have lost patience with brands that send incorrect or inaccurate marketing materials and immediately unsubscribe from the brand’s content. In other words, they break off any relationship with the brand.
Let's take a closer look at what some syria email address esearch on the topic has to teach us about personalization. Read on!
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How irrelevant is Marketing impacting brands?
In numbers, Parcellab’s report found that nearly half of all US customers said they were subjected to irrelevant marketing in the past six months. Of those, 88% took steps to distance themselves from the brand.
You might be wondering why this happens and why customers 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’s pretty relevant, right? On the other hand, if your content isn’t targeted to your potential customers, they won’t pay attention to it and it will end up in the trash.
This happens because people want to feel connected to your brand , they want to feel acknowledged and have the feeling that their individuality matters. So when brands make some personalization mistakes, the spell is broken and the customer instantly senses it , because they expect you to do it the right way.
And how can brands and marketers avoid making mistakes when it comes to personalization?
This may sound a little obvious, but it’s not just numbers you’re losing by sending out incorrect or inaccurate marketing materials – you’re losing sales opportunities. So the first step is to see these numbers for what they really are: people who can buy from you . Every count should matter.
The mantra of your campaigns should always be: a great email sent to the wrong person is a wasted effort . And how to keep this mantra alive in your routine?
You need to know exactly who your audience is. And here we're not just talking about knowing their first and last name, but their real pain and needs. How are you genuinely contributing to that specific person's life and goals when you hit the "send" button? This needs to be clear to you in every campaign.
Take some time out of your routine to take care of your email list . It's important to keep it updated, clean, and exclusively with potential clients who have given you permission to be there. This will help you organize your contacts and always have the email list ready to send campaigns.
Speaking of mailings, it’s good to have different mailings for different goals and campaigns . This way, you can better target your communication, knowing exactly who, when, and most crucially, what you want to talk about.
Try not to assume that your message is more important than the audience that will receive it . You may think you have extremely relevant material, but is it relevant to your buyer persona as well, or is it just relevant to you? A winning email can lose all its power if it's sent to the wrong person. So, instead of delighting them with useful information, it will put them off doing business with you in the future.
Are you ready to put your customer at the center of your communication? We are sure they will appreciate it and you will get better results.
