Best Practices for Tailoring Marketing Messages

𝗧𝗼𝗼 𝗺𝗮𝗻𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗿𝗲𝗮𝘁 𝗪𝗵𝗮𝘁𝘀𝗔𝗽𝗽 𝗹𝗶𝗸𝗲 𝗦𝗠𝗦. 𝗜𝘁’𝘀 𝗻𝗼𝘁. That's a criminal misuse of WhatsApp that’s quietly killing retention for both D2C and B2B brands. Brands get access to the WhatsApp API, upload a list, and hit “Send to All.” It feels efficient. But it creates what we call the broadcast trap, a pattern that burns through customer trust fast. 𝗪𝗵𝘆 𝗶𝘁 𝗗𝗼𝗲𝘀𝗻’𝘁 𝗪𝗼𝗿𝗸: Without enough personalization, messages feel generic and irrelevant. Customers start ignoring future messages after 1–2 interactions. Engagement and repeat purchase rates drop significantly. We’ve seen this across hundreds of brands before they changed their strategy to: → 𝗖𝗼𝗻𝘁𝗲𝘅𝘁𝘂𝗮𝗹 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: Messages are sent based on user actions, such as abandoned carts, product views, or purchase inactivity. → 𝗦𝗲𝗴𝗺𝗲𝗻𝘁-𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Returning customers, first-timers, and high-LTV buyers each get a different experience. → 𝗧𝗶𝗺𝗲𝗹𝘆 𝘁𝗿𝗶𝗴𝗴𝗲𝗿𝘀: Instead of one big push, messages are sent at the right moment — like 2 hours after a missed checkout, or 1 day before an offer expires. → 𝗣𝗿𝗼𝗴𝗿𝗲𝘀𝘀𝗶𝘃𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: Each interaction builds on the last instead of restarting from scratch → 𝗖𝗹𝗲𝗮𝗿 𝗼𝗽𝘁-𝗶𝗻𝘀 𝗮𝗻𝗱 𝗽𝗮𝗰𝗶𝗻𝗴: Customers feel in control, not spammed. → 𝟮 -𝘄𝗮𝘆 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: Hooking each message with contextual chatbots that continue the conversation. 1-way announcements don’t work, 2-way chats do. Here’s what changes when the 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘁𝗵𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Higher conversion rates Better repeat purchase rates Dramatically fewer unsubscribes and spam reports That’s the power of doing WhatsApp 𝘳𝘪𝘨𝘩𝘵. And for those wondering how brands manage this kind of personalization at scale? They use tools that make it effortless (we built one we’re pretty proud of 😉).

Here’s a common myth about personalization: All you need is a customer’s name to make it effective. True personalization goes much deeper, it’s about understanding behaviors, preferences, and needs to create meaningful experiences. Collecting the right data isn’t just about volume, it’s about relevance. You can’t offer genuine personalization without truly knowing your audience. Here’s how I’ve approached it: ➜ Identify key data points. Don’t collect data just for the sake of it. Focus on what will actually help you understand your customers better, things like purchase history, browsing behavior, and engagement patterns. ➜ Leverage tools wisely. Using the right tools is crucial. We’ve integrated platforms (like HubSpot) to ensure we’re gathering and utilizing data that matters, not just creating noise. ➜ Respect privacy. Personalization should never come at the cost of privacy. Being transparent with your audience about what data you collect and how you use it builds trust. ➜ Test and refine. Data isn’t static, and neither should your approach to personalization be. Continuously test what works and refine your strategy to meet your customers' evolving needs. ↳ By focusing on relevant data, not just more data, we’ve been able to create personalized experiences that resonate, leading to stronger customer relationships and better results. What’s been your biggest challenge in collecting data for personalization? How are you overcoming it? #data #personalization #hubspot

How I doubled my sales with email marketing. You know that feeling when you receive an email, and the subject line  catches your attention. That's the impact of personalization. Also known as a brand's superpower. - It’s an opportunity to connect. - It affects purchase decisions subconsciously. When strategizing for email marketing, leveraging this natural tendency can be a game changer. Here's my method: 1. Identify your marketing goals   → looking to boost sales → expanding your customer list → or you’re launching a new product Your goal shapes how you apply personalization. 2. Target your desired customers   → what's their profile? → what are their interests? → what do they look for in products? These insights are critical for the next steps. 3. Put personalization to work: a. Personalize your emails - segment your list - use clear call-to-actions - address customers by their name - tailor content based on their interests b. Personalize post-purchase communication - ask for a review - provide order updates - introduce other relevant products - send a 'thank you for your purchase' note 4. Be consistent but respectful → use email automation prudently → regularly stay in touch, but don't bombard → aim to be remembered, not seen as an annoyance Personalization is now well-established. 5. Initiate special promotions     → make your communication feel special → offer exclusive deals to email subscribers → share updates about upcoming promotions 6. Maintain and grow the relationship → consider a loyalty or referral program → offer helpful information, tips, resources → continue to engage beyond the purchase It’s not just selling. It’s connecting with a purpose. PS: How do you uniquely "connect" through your email marketing?

80% of people prefer to buy from brands that personalize. Yet most businesses still send generic campaigns. Here’s how I use AI to change that 👇 Step 1: Build Your Data Foundation → Consolidate customer data from all sources → Clean and structure your data → Create unified customer profiles → Map customer journeys Step 2: Choose the Right AI Tools → Start with predictive analytics → Add dynamic content generation → Implement real-time personalization engines → Focus on tools that integrate with your stack Step 3: Create Personalization Frameworks → Segment audiences by behavior → Design content templates → Set up trigger-based workflows → Define success metrics Real examples that work: 1/ E-commerce: → AI analyzes browsing patterns → Predicts next likely purchase → Personalizes email timing ↳ Result: 40% higher conversion rates 2/ B2B Marketing: → AI scores leads in real-time → Customizes content by industry → Automates follow-up timing ↳ Result: 3x faster sales cycles 3/ Content Marketing: → AI suggests trending topics → Personalizes content recommendations → Optimizes posting schedules ↳ Result: 2x engagement rates Warning: Avoid these common mistakes: → Implementing AI without clean data → Focusing on tools over strategy → Forgetting the human element → Ignoring privacy concerns Remember: AI amplifies your marketing. It doesn't replace your strategy. Start small, measure results, scale what works. What's your biggest challenge with marketing personalization? Comment below. Sign up for my newsletter for more marketing and AI content: https://lnkd.in/gSi-nA2F Repost or follow Carolyn Healey for more like this.

In today's competitive high street retail landscape, staying relevant to new generations and shopping trends is key. Partnering with brands and retailers daily, I witness the exciting changes taking place to drive increased share, customer retention, and acquisition through effective cross-channel personalization strategies. 1. Harnessing the Power of AI for Predictive Insights. By leveraging AI to analyze customer behavior, businesses can identify trends and preferences, enabling personalized messaging and tailored offers. This data-driven approach fosters loyalty among existing customers and attracts new ones. 2. Adopting Personalized Product Discovery (PDP). Implementing PDP customizes the shopping experience based on individual preferences. Dynamic search features suggest products aligned with past interactions online, while in-store digital kiosks enhance personalized recommendations, merging online and offline experiences seamlessly. 3. Creating a Unified Customer View. Integrating data from various channels provides a comprehensive understanding of the customer journey. This unified view enables consistent communication, real-time personalization, and effective tracking of customer engagement. 4. Cultivating Customer Loyalty through Personalized Rewards. Tailoring loyalty programs to individual spending habits and preferences using AI and customer data enhances customer loyalty. Exclusive events, early collection access, and personalized discounts resonate more with customers, fostering long-term loyalty. 5. Elevating Creativity Across All Channels. Creative excellence enhances personalized strategies. Compelling visuals, authentic storytelling, and innovative campaigns across email marketing, social media, and in-store promotions captivate customers and drive engagement. Creative design elements play a crucial role in building loyalty. By embracing these strategies, high street retailers can navigate personalization successfully, creating engaging customer experiences that nurture loyalty and attract new clientele. For further insights, feel free to reach out directly!

Personalization is not just about using a prospect's name. To provide a truly personalized experience, you should learn your prospect's language, communication style, and what's important to them right now. Sound complicated? It's really not. Everyone utilizes social media. Learning about your prospects has never been easier. The vast majority of decision-makers, executives, and C-suite members use some form of social media every day. They actively absorb content, watch trends, learn new skills, and find areas of opportunity. You can start right here on LinkedIn. Look at their profile and see what they're posting, commenting on, and liking. Is there a common thread to their messages? Maybe they like data, facts, and figures. They could discuss their vision, the future of their industry, and current concerns. Do they post content or write a blog? Read it. It's the best way to meet them. This is their language. Communicate with them the way they communicate with others. Note the topics they discuss or engage with; these are your lead-ins to having a conversation with them. Join groups related to their industry, learn the hot topics and their jargon and acronyms. Your research should extend beyond the person, the company, and their current role. It's about tailoring your message to them and engaging them like a coworker or trusted partner.