Fun fact: When it comes to attention spans, goldfish often outperform people! A goldfish has a nine-second attention span, which is longer than the average human’s 8.25 seconds attention span.1 In a world of non-stop media, customers are continuously inundated with ads and brand messages. Breaking through and grabbing a share of this limited attention span is becoming increasingly difficult.
One strategy that can help marketers win this battle and break through the clutter is utilizing personalization to provide customers with information that has been tailored for them. A personalized customer experience avoids generic communications. Instead, it caters to each customer’s individual preferences and purchase histories with targeted messages, offers, and recommendations.
Personalization is a win-win strategy for both consumers and businesses. On the consumer side, many customers have shared that they are craving this approach from the companies they do business with. For instance, more than 60 percent of customers say they are more likely to engage with personalized messaging than generic messaging.2 And to take it a step further, the majority of consumers (79 percent) say they are only likely to engage with an offer from a brand if it has been personalized.3
Marketers who have embraced personalization are seeing tangible impacts to their businesses as well. According to recent research, 90 percent of marketers say personalization significantly contributes to business profitability4 and 96 percent report that it advances customer relationships.3
Creating Personalized Marketing Campaigns
There are many ways that companies can incorporate personalization into their marketing strategies and reap the benefits. For example, companies can:
- Use the customer’s first name in email and print communications.
- Include account summaries with billing statements that provide insights into the customer’s history with a particular service or product.
- Send targeted offers that build upon a customer’s purchase history by offering a complementary product or service.
- Allow customers to set their communication preferences (e.g. texts, emails or print), and send messages accordingly.
As you can see, personalization can play a valuable role in any kind of marketing strategy, from transactional communications to cross-selling. Companies who shift their approach to prioritize personalized communications will likely see the fruits of their efforts in increased customer loyalty and new customer acquisition.
From direct mail to e-solutions, Matrix has the expertise and ecosystem to help you make personalized marketing a reality. We offer a suite of end-to-end solutions that combine information with design best practices and enabled channels, creating an approach that is fully optimized and hyper-personalized.
While we can’t do much to improve short attention spans, we can help you create impactful communication pieces and campaigns that break through during the limited opportunities you get with each customer. Contact us today to get started.
2 Association of National Advertisers 2024
3 The Power of Omnichannel Marketing 2023
