What is Personalization and Segmentation?
Personalization is when the system tailors the data according to the previous behaviour of the customers. It is a means of meeting customers needs more efficiently and effectively. For instance Myntra personalizes its home page but it is according to the customers previous search, clicks and purchase. Brands use personlization to make content more relevant and helpful which helps in improving customer satisfaction and experience.Segmentation is when a marketer organize and manage the data or customers according to their taste, preferences, traits, behaviours and other defining factors. These groups or segments can then be sent same marketing content because of their similar traits.Segmentation allows marketers to get closer to hyper-personalization content for each customer. By, grouping or segmenting contacts together, segmentation makes personalization more manageable.
How Do Personalization and Segmentation Improve Customer Experience
Everyday customers receives number of emails that can be a promotional email or ad . The average person receives around 1700 banner ads per month, and majority of email sent are spam. In today’s people based marketing era, customers expect that brands will provide satisfactory content. It will directly speaks to what customers needs and wants. That is because today’s customers are well educated and well aware about the market trends.They have knowledge are they have brand choices and multi-channels . If a brand fails to provide great customer experience with personalize content, then the customer will easily switch to another brand that does.But through these two , this task of grouping customers gets easy.
In other words Personalization and Segmentation helps in delivering more relevant and useful content , this will boast brand loyalty and remove chances of buyer’s friction.
There are four types of market segmentation :-
How Can Personalization and Segmenation Help Marketers To Send Personalize Campaigns :-
- Collect good data :- Make sure the forms which you are providing to the customers for collecting data are up top the mark and must be optimized. Forms must be in the form in which you need information .
- Organize your data :- Organize your data but with a strong CRM or marketing tool to store information.
- Segment your audience :- Consider what audience segment is useful for you and your organization. Who are your targets? Who do you want to engage and re-engage.
- Send personalize campaigns :- Create separate campaigns for each group or segments but while creating think about that each of the segments need to hear from your organization.