We are living in the era of the ‘Evolved Consumer’, where consumers are actively seeking information to make decisions and don’t place their trust implicitly in just brand love. Consumer behavior today is heavily reliant on reviews, user generated content & influencers.
Personalisation is not new and has become the norm when receiving emails of any sort. Like everything else within marketing, the battle is on to optimise personalisation further and squeeze every benefit from it that is possible.
Over the last couple of years, the next step in personalisation has emerged as ‘hyper personalisation’ where the use of new technologies such as data analytics, algorithms and predictive models for direct targeting is empowering marketers to use customer data to unearth valuable insights and create highly personalized marketing communications when sent at the right time and in the right channel. No wonder marketing automation is slated to become a billion industry