Personalization made right. How to manage personalized communication in the era of omnichannel.

One could assume that the importance of personalizing business communication is so obvious nowadays that the majority of marketers are doing it at least at a decent level. However, the reality seems to be different. In the time of automated processes and easy access to complex tracking tools, a surprisingly high number of marketers still consider a message starting with “Hi, {{receiver.first_name}}!” to be great and fully personalized. With a huge number of communicates users are exposed to every day across different channels, they are unable to process them all and need to continuously make decisions about which ones to read. Spotting their own name in the subject line is no longer enough to catch their attention as all businesses are doing it.

So what can you do to stand out from the crowd and encourage your audience to click and read? The first step you should take is redefining the definition of personalization. It is not only about the appealing content but also about the right context and the best possible communication channel. In my speech I will elaborate on the right approach to personalization in 2020. I will as well discuss real-life examples of well-designed personalized campaigns and talk about most common mistakes businesses make and how to avoid them.