Mastering Personalisation

Mastering personalisation: 5 key tips for driving growth

In today’s world, it can be a challenge to find the right balance between offering personalised experiences and respecting data privacy. And challenges like these are only expected to become more significant in the future as we delve further into the digital era. At Exertis Cloud, we’re always eager to introduce you to solutions that can solve real-world problems, which is why we’re so excited to discuss Exclaimer, and show you how it can supercharge your customers’ business through email signature personalisation.

The power of personalisation and engagement

As highlighted in McKinsey & Company's Next in Personalization 2021 Report, companies that excel in personalisation experience accelerated revenue growth when compared to their counterparts.

Exclaimer’s Chief Marketing Officer (CMO), Carol Howley, delved into the art of fostering customer engagement through personalisation, shedding light on how, in 2023, companies can strategically prioritise engagement to drive both immediate demand generation and the cultivation of lasting customer relationships.

Carol said that "at Exclaimer, [they] continuously map [their] funnels to identify trends and areas for improvement. By doing so, [they’re] always enhancing customer experiences."

To expand on this, we’ve collected 5 top take aways from successful companies that have mastered the art of personalisation.

CUSTOMER CENTRICITY

Successful companies place their customers at the heart of their business. This ensures that every product and experience aligns with customer expectations, fostering engagement. To achieve this, cross-departmental working groups are essential for maintaining alignment across all business activities.

EMBRACE DATA AND ANALYTICS

Data and analytics play a pivotal role in personalisation. Prioritising investments in data and insights within your marketing strategy is crucial for staying nimble and resilient in the face of rapid changes. With data privacy in the spotlight, the focus has shifted to sharing only relevant ads and measuring campaign success. Measuring ROI, optimising campaigns, and leveraging predictive models are keys to unlocking the power of data.

TAILOR PERFORMANCE MARKETING

Identifying the right performance marketing channels depends on factors such as your customers' business's growth stage, product, audience, and industry category. Experimentation, measurement, and consistency across all chosen channels are vital for effective messaging and brand promotion. "As a scale-up, performance marketing is crucial for us at Exclaimer. We lean toward channels like Google, LinkedIn, and Twitter for our B2B audience, but every business must carefully select tactics based on its brand, growth stage, and readiness," Carol affirmed.

BUILD A VALUE-DRIVEN CONTENT ENGINE

Content is a powerful driver of business success. Great content educates, inspires, and helps solve problems. Having a clear point of view allows you to add value to your audience, building a stronger brand and content strategy.

CHANNEL MIX DIVERSIFICATION

Overreliance on a single marketing channel can lead to stagnation. Diversifying the channel mix early is essential to avoiding becoming trapped in a marketing hamster wheel. In an era of stringent data privacy regulations, all marketing activities must complement each other and work cohesively.

Remember, personalisation extends beyond traditional marketing channels. Business emails offer a powerful yet often untapped opportunity for personalised marketing. When combined with email signature software from Exclaimer, your customers can optimise emails for success, leverage actionable data, and deliver relevant messaging at various stages of the buying journey.

Are you interested in exploring the potential of email signature software for boosting your customers’ business growth? Contact a member of the Exertis Cloud team today at cloud@exertis.co.uk