1. Layer your communication to connect.
2. Be relevant, but not too relevant.
3. Keep the human touch.
While AI and marketing automation are important to effectively execute large campaigns, it’s important people are involved in the personalization of messaging as personal human touch is still needed to deeply resonate with a consumer. Consumers are able to immediately tell the difference between a message sent via automation versus personalization because machines can’t mimic the human touch yet. – Jessica Hawthorne-Castro, Hawthorne Advertising
4. Have your sales and marketing teams collaborate.
Your organization’s sales and marketing teams should never operate in isolation, nor should one’s agenda set the other’s. By creating goals, metrics and strategies together, you’ll ensure an automated marketing strategy funnels warm leads to a sales team ready for one-to-one personal service that will maximize both functions and delight prospects and customers. – Holly Fearing, Filene Research Institute
5. Use rich text to mimic a regular one-to-one email.
If we are going to automate one-to-one messages, we should make sure they look like messages that people actually write to each other. Now ask yourself, have you ever created a fully-formatted email with CSS and HTML to send to just one person? No! So then why do we continue to automate those emails? Shifting to rich text will increase your engagement. Be human to be amazing. – Mathew Sweezey,Salesforce
6. Have a scalable data strategy.
7. Understand your customers’ expectations.
Finding the right balance starts with understanding your customers’ expectations around personalization. At a minimum, you want to meet their expectations and deliver an experience that sustains their loyalty. Invest in accumulating these insights and then deliver against them. The harsh reality — if you lose customers through a lack of personalization, marketing automation won’t save them. – Mason Page, Reflect Systems
8. Use your CRM to drive phone calls.
9. Go for quality over quantity.
Remember the adage: “Less is more.” Control the number of messages to the number of people you’re targeting. Then segment those audiences. Once someone responds, you can get to ever increasing levels of personalization with the right messages that are relevant to those people. Finally, make it easy for people to opt out and talk to a person live via a chat utility or other channel. – Marc Landsberg, SOCIALDEVIANT