How much personalised marketing is too much?

With increasingly sophisticated technology to gain information about customers, businesses are now able to provide a highly personalised experience through their marketing efforts.

Customers are calling out for a tailored service but with increasing privacy concerns and the impending General Data Protection Regulation, how much personalisation is too much?

Knowing where to draw the line

Knowing where to draw the line is something marketers have to determine when designing email and digital campaigns. It can be difficult to understand how much information customers are happy for you to know. Especially because different companies in different sectors can deliver varying levels of personalisation to their client base.

There is a fine line between being helpful and being intrusive, and it’s important not to cross it if you want want happy customers.

The impending GDPR means you have to be particularly careful as to the type of information stored about your customers and how you plan on using it. You can read more about how to manage the new regulations and WordPress here, including the risks of a data breach.

Personalisation is creepy when it isn’t relevant

Most people understand that data is collected about their purchasing habits, location and interests. If you have told Amazon you like to read romance books and have purchased one on their site, then it is perceived helpful to receive suggestions of other romance books you may enjoy.

However, if Amazon started to market products to you based on your relationship status – i.e. a blow-up boyfriend to keep you company as you read your new book – it would be seen as creepy. Not only that, but it would be seen as insensitive.

Good personalisation should be helpful and leave the customer feeling positive about your company. It should be clear to the customer how you obtained specific information from them and how it is being used in tailored communications. It’s worth noting, the new GDPR means customers have the right to be forgotten and withdraw consent for their personal data to be used or erase any data previously stored.

Providing helpful personalisation

Now, more than ever, privacy concerns are always going to be a barrier for marketers. The more information you have about your customers, the more accurate and helpful your personalised service will be. However, you must be transparent about how you’re using their data and why.

Good personalisation revolves around trust, relevancy and intent. Your customers put faith in your company when supplying personal information and you must, therefore, demonstrate that you are committed to keeping it safe.

Offering the ability to view, change, add-to and exclude information that is currently being used to personalise content can help provide a transparent and appropriate service.  The more receptive your customers are to what you’re doing, the more effective your personalisation strategy will be.

Demonstrating a high level of security will also highlight to customers that you are doing everything in your power to protect their data from being stolen or misused.

At WP Tech Support, we can handle all aspects of your website’s security for complete peace of mind. Our WordPress Maintenance plans range from just $55 per month – a small price to pay to ensure your website complies with GDPR and provides a safe place for customers to share their sensitive information.

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