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Are marketers forgetting to use an important asset they already have?

personalisation

In the age of increasing data and privacy concerns, consumers expect to see the level of data they share with your company reflected in the communications they receive. And with 63 percent of marketers regarding personalisation as an effective marketing strategy, it’s surprising we don’t see it in use more often.

In a new study by the Institute of Direct and Digital Marketing (IDM) and Adestra, the results show interesting differences between the use of channels for collecting data versus for displaying personalised messages.

In the graph below you can see that websites, mobile and paid social media are under-utilised compared to their potential. On the positive side, these channels are being used with the goal of personalising email communications.

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Please, please go beyond first name!

We’ve recommended this for a long time now, and we’ll keep doing that until we see that going beyond first name personalisation is standard practice. Not that it’s not good practice, but it’s not enough if you really want to stand out in the inbox. Go back to your team and check the reason for only using first name personalisation. If you don’t know how to do more with your email platform, your service provider should be able to help and offer training. If you’re lacking inspiration, look at case studies in and outside your industry, like our most recent Campaign of the Month.

When looking at the data, it’s no surprise then that ‘name’ scored high on all aspects in study. However, the disparity between use and collection of other top data types is staggering, including fairly common ones like postal address, mobile phone and transactional history.

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Not only does the irregular use of this data make the efforts for collecting it seem unjustified, but it could also become a compliance risk once GDPR comes in full force in May 2018. The new European legislation is a lot stricter regarding consent and use of data to make sure marketers only have access to what they really need.

With 56 percent of marketers agreeing that personalisation brings an increase in sales, are you overlooking an important asset that could have a direct impact on the bottom line?

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