The benefits of personalisation for a CMO
Creating a marketing strategy and carrying it out requires time and investment. Personalisation is not just about scheduling social media posts or including a user’s name in an email. As a CMO, you should be aware of the benefits that AI and machine learning can bring to your business.
The automation of marketing actions increases productivity, business reach and conversions. The use of personalisation platforms allows the CMO to focus its time in quality actions for the business helping it saving time, effort, and minimising human intervention.
Personalisation platforms, such as Recommend, not only collect data from the website’s visitors but also have tools that allow the brand to interact with those users in a personalised and relevant way. Also, automation helps with lead generation, streamlines sales activities and enables you to measure the ROI of marketing campaigns easily.
Personalisation and automation generate an increase of up to 14.5% in sales and a 12.2% reduction in general marketing expenses. Besides, the number of potential customers and conversions can increase by up to 80%.
Create and send personalised and timely content
Your users want unique and relevant content for them. From sending a welcome email to transactional emails and push notifications, customers want to feel seen and heard by brands. Likewise, transactional emails have a 2-fold higher opening rate and a 3-fold higher click-through rate.
Customisation and automation allow a brand to be in the user’s mind for a longer time. Studies have shown that consumers are faithful to a maximum of up to five brands. So, be among those five brands is of vital importance to your eCommerce business. Personalisation must be able to speak in a specific context for each visitor and also be relevant.
In the case of email marketing campaigns and push notifications – two functionalities available in Recommend – these are more effective when they are sent at the right time to the right person. The best way to carry out these actions is to have different automation flows that activate emails and notifications as soon as the subscriber performs a particular activity.
CMO, let’s track your results
As a CMO, monitoring results is a fundamental part of your marketing actions. This allows identifying the activities with the best results and those that should be reviewed and improved, or even paused. Once you implement automation and content personalisation, what remains is to adjust the actions and measure the results.
In Recommend, the reports section includes not only an overview of the performance of your eCommerce business but also specific visions related to sales, products and categories. Also, the platform lets you measure the results of your marketing communications. As well as transactional emails and push notifications, including open rate, CTR and revenue generated.