embrace personalisation and make it work for you Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the third of five issues raised by readers. Most, if not all of them, have been raised on more than […]

embrace personalisation and make it work for you Over recent weeks, readers of Thought of the Day have highlighted a number of issues that they are interested in having addressed in this newsletter. This is the third of five issues raised by readers. Most, if not all of them, have been raised on more than one occasion. PERSONALISATION A study in the United States found that 74% of marketers say that personalisation increases customer engagement. This points to the importance of personalised marketing. Another study in the United States found that 75% of consumers were more likely to deal with a retailer that addressed them by name. This points to the importance of being personal to engage with customers. Given the availability of critical data, personalisation in marketing enables communication to be customised to the individual being targeted. This has been shown in a number of studies to increase sales.…