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“Personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.” – Quote by John Jantsch 

Do you know why people love going to neighbourhood stores (so called “kirana” or “mom and pop” stores) over the bigger and at times cheaper big stores? Well, it is the warmth and personalisation offered by these stores with add-ons such as credit, etc, to keep people returning to them, year after year. The individuality and personalisation displayed by these anchors of the economy is a lesson to be learned by all of us. How we all need to personalise our outreach to clients & leads in order to win their hearts & minds. Let’s read on. 

  • Automate the marketing outreach. Harness the power offered by technology with appropriate messaging and bowl over your clients. It could be in the form of a welcome email, follow- up, reminders, thank you email, or just updating them with the latest your company has to offer. All these emails will keep clients engaged and attached to your brand. The relevant company can keep track of these emails via a CRM like Salesforce or even an email marketing platform. For your Salesforce integration needs, contact us. 

  • Segment your email lists / contacts. Clients remain loyal and hooked onto a brand due to relevant and personalised messaging. This is easily attained by segmenting the contacts available based on various filters such as location, demographics, preferences, career designations, and engagement histories. The more information you gather on each client, the more relevant can be the messaging and client retention.  Segmentation offers the following advantages to businesses as noted by a survey by Lyris: 39 % noticed increased open rates,  28 % noticed lower opt-out/unsubscribe rates and 24 % of the businesses had greater revenue 

  • “Call me by my name”. Clients are happy & proud of their first names and being addressed by it is a delightful feeling. This is especially true in the hospitality sector where all staff is trained to address people by their names especially high – value or frequent users. You can achieve the same by personalising your emails by adding their names after Dear, Hello, Hi and so on. The open rate for such emails goes up by 1/4th thanks to this simple innovation. Their names could also be mentioned in the email subject line, and within the main body of the email to drive home the message. A Salesforce integration partner enables personalisation for better ROI. 

  • The personal human touch must come across. Always include the full name of a person with contact details and social media handles in all outreach efforts. Personalise the effort on social media by replies and mentioning the name of the person making the outreach. It’s the era of personal communication and engagement, no more hiding behind logos / departments or company name. Salesforce integration partner will help you with all this information.

About the Author

Anand Sharma

Anand is a Salesforce Evangelist, joined the Salesforce ecosystem in 2014 helping customers to be successful with Salesforce, and joined Codleo to share the goodness with even more developers all around the world. He is based in New Delhi, with his wife, and he tries to escape summers every chance he gets.

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