How Marketers Personalize Messages To Segmented Audiences

Here are some ways marketers can personalize their messages to various segmented audiences:               

User Generated Content: Costly content does not always equal higher conversion rates. User Generated Content (UGC) can be the most effective. Measuring data via tracking pixels and from social media is a worthy consideration.

Get Interactive: Consider creating a survey, an online quiz, or a game that allows your audience segments to inform you what type of content that is relevant to their specific needs.

Always A/B Test: Don’t assume your message or promotion  will resonate. Take the extra effort to test different subject lines in your emails. Try different images or offers. Analyze with A/B test emails to a smaller sample of your audience segment before sending it out to the entire segment.

Generational Triggers: Marketers need to be reminded that the various demographics can play a significant trigger. For example Baby Boomers want to see coupons and imagery that reflects their generation whereas Gen Z wants to know what your brand is doing on the social equity front. 

Now more than ever, personalization matters. The surge in online interactions since the onset of the pandemic escalated expectations—giving consumers more exposure to powerful personalization practices from the big eCommerce players, which is raising the bar for everyone else. From web to mobile to in-person interactions, consumers now view personalization as the default.

Research shows that 71% of consumers expect companies to deliver personalized interactions—and 76% get frustrated when this doesn’t happen. Now, if consumers don’t like the experience they receive, it’s easier than ever for them to choose something different;    75% of consumers switched to a new store, product, or buying method during the pandemic.

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