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When should you not personalise your marketing?

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Personalisation or one to one marketing is very much in vogue simply because digital capabilities of companies have matured. There is no shortage of tools, services and products available to automate the personalisation process to make it more rewarding both for your customers and for yourself.
Personalisation can prove profitable only if it is done right, i.e. if brands deliver relevant and useful customer experience. However, you can sometimes over do it by sending irrelevant and unwanted sales messages.
You definitely don’t want to lose your customers by frustrating them with unnecessary messages. So, here are some tips to help you find out when you should customise buyer experience and when you shouldn’t:
1. Incomplete customer information
Marketers develop a huge database to increase their marketing performance. But if you are using wrong facts or incomplete information about your customers, then you would also end up giving them wrong recommendations. Misspelling a person’s name or mixing up a person’s gender are some of the common mistakes you could make while sending emails to your customers.
Before you attempt personalisation, collect complete and accurate profile of every customer so that you deeply understand your target buyer and send messages that interest them the most.

2. Third party ads
You spend 10 seconds checking out a link for a hotel and then for the next 10 weeks all around the web you see ads of hotels. I’m sure you are reminded of at least one such experience, which you hated. Such third party ads are annoying and distract customers. Since everything customers do online is being tracked, they find it as an invasion of their privacy.
All you want is to get your visitors to come back to your website. A simple message giving them a reason to come back and visit you again along with your company name is all you need to do.

3. Too soon
Personalisation involves providing targeted and most relevant experience to each visitor. But getting personalised too soon can generate a negative response. Personalisation can be fruitful if done on the basis of a person’s stage in their relationship with you. Treat your first time visitors like first time customers. Tell them who you are and how their decision of choosing you over your competitors is right. While, provide detailed white paper to those who are about to make a decision.
Though marketers believe that personalisation of the web experience is vital for the business performance, but showing irrelevant content can also drive away customers. With these few tips in mind, decide the extent to which you want to personalise the website experience for your visitors.

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