The point is, maybe we’re using personalization wrong.
What is Real Personalization in Marketing?
When marketers talk about personalization, they are usually referring to name tags including the receiver’s name in their email campaigns, sending abandoned cart emails, or recommending products based on past purchases.
Here’s the thing about those methods. They don’t work.
That’s right. They don’t. At least, not that well.
OK, sure, sometimes a marketer will come along and experience a significant difference in their open rate, engagement rate, click-through rate, and conversion rate after adding someone’s name to their emails.
More often than not, those marketers are the minority.
Usually, the business that experiences that kind of personalization success has a massive audience with an already-loyal customer base to experiment on.
When they see a one or two percent jump in their conversion rate, it’s significant because of their hundreds of thousands of customers.
But it’s still only a one or two percent jump.
For you, that might not be so significant.
Regardless of the size of the business, though, marketers everywhere are prioritizing personalization.
It’s hard to blame them when so many studies swear by the power of personalization.
But here’s what’s even more interesting. Only 31 percent of marketers think that they are using personalization right, and 69 percent think they aren’t.
This means while marketers understand the importance of personalization, most don’t know how to do it effectively.
Here’s the point: Marketers know personalization is important, but they don’t know how to use it effectively.
If that is you, you’re probably trying to figure out what you are doing wrong.
That’s why you’re here, right?
In the end, personalization isn’t about using someone’s name or including recommended products. It’s about being authentic.
Welcome to the age of depersonalization.
Why Depersonalization is Far More Effective at Driving ROI
Let’s start with the question that’s on your mind.
What is depersonalization?
Well, it’s exactly what it sounds like.
It’s personalizing your marketing efforts by making them less personal.
I know that sounds confusing. Let me explain.
Imagine you received the following emails in your inbox. Which one would feel more personal?
This email is wimple but wildly powerful. It simply asks a few questions and leaves it at that.
If you want people to respond, then don’t include anything else in the email. Just ask great questions.
Then, make a note of their answers, and you’ll find new ways to reach them.
Here’s another email I received from Scott:
In this email, Scott prompts people to respond with ways that he can help them.
Nothing says “personalization” quite like a question.
And luckily for you and your marketing campaigns, asking your audience questions and listening to their answers is one of the easiest things for marketers to do.
There’s a lot of advice out there about personalization in marketing.
Some marketers recommend using a blue button instead of a red one, and other marketers recommend using red instead of blue.
It’s easy to get frustrated with so much conflicting advice.
The reason there are so many conflicting strategies is most personalization efforts only result in marginal gains.
Depersonalization, however, is effective.
When you remove name tags from your emails and add transparency, write like a real person, provide real value, focus on existing customers, and listen to your audience, you’ll generate leads and revenue like never before.
And it won’t be because your marketing campaigns feel personal, but because they are personal.
What personalization tactics do you use when reaching out to customers and prospects? Will you give depersonalization a try?