We know that personalization works when it comes to engagement and conversion. We also know marketers still have trouble with it. Personalization can do much more, especially when companies have access to applications and push notifications. A report from Leanplum examines the large impact personalization can make.
Personalization can be achieved simply by using data that users are already submitting to sites and services. Names are a simple first step, but delving deeper though the use of life-cycle marketing techniques or event parameters, marketers can create a much deeper connection. In fact, personalized messages are opened nearly four times more often than messages that aren’t.
Timing is also a big part of personalization. Time to open is actually higher for personalized messages compared with non-personalized messages; however, this may be because users are more interested in the content and are waiting for an opportune time.
Brands send out more than 820 million notifications as scheduled blast messages, the least personal messages, which are opened by fewer than 2 percent of app users. Compare that to the 130 million messages sent by brands at optimal times, based on individual user activity, which 5.3 percent of users open. Overall if your business is sending personalized-behavior-based push notifications, your open rates could be 800 times higher than scheduled blast messages.
In the end, the message of the report is simple:
Apps that adopt rich personalization deliver more value, experience higher engagement and, in turn, enjoy more customer loyalty. In other words, apps and devices must understand who we are as individuals to retain relevance and impact growth. Personalization is more than a marketing trend: It’s a must.
For more information and a toolkit of advice, download the report.