One to one communication is high on the agenda of marketers who are striving to present personalized content to consumers. To enable one to one communication with consumers, marketers are relying on technologies but still struggle to create personalized content. For long email, campaigns have been the most efficient medium for developing relationships with customers on a one to one basis. In today's context, personalization of email campaigns has become more important than ever before. However, obstacles are surfacing from the reluctance of consumers who are now less interested in sharing personal information fearing its abuse. More and more consumers are concerned about their privacy and security of information thus being unwilling to share it.
The marketers’ challenge
It is a big challenge for any digital marketing agency to make consumers agree to share information that they had gladly shared earlier but no more ready to repeat it. To understand the reason behind this change in attitude we must look into the consumer psyche. Leaving aside security concerns about information that they share one thing that consumers hate is an encroachment into their privacy. Unfortunately, their worst fears come true in cases when brands become too much invasive in communicating with customers and breach the wall of privacy. This invasive marketing practice drives consumers into their shells and makes them averse to share information. In this article, we have discussed how marketers can do the balancing act of acquiring new customers without annoying them and assuring them of respecting their privacy.
Finding an answer
The irony is that consumers are interested in receiving relevant content but not at the expense of sharing personal information that can ultimately affect their privacy. Herein lies the secret of success for marketers who must capitalize of the consumer's urge for relevant content but at the same time, they must win the consumers' confidence of respecting their privacy despite having access to personal information. Read on to know about how marketers can ensure that they are protecting consumer information while achieving their goals of customer acquisition.
Be content with little information
It is true that more information marketers can gather about customers, better it is for them to present personalized content. However, you must take baby steps in the beginning to earn the confidence of consumers that pay back later. Instead of being too much eager to know about customers from the very outset, take a cautious approach of asking only that information that would help to build the relationship first. Be ready to establish the brand first so that they would find reasons to get closer to it. The objective should be getting the customer on the board first for which you can ask them to fill an elementary and short subscription form instead of asking for lengthy details that can turn them off. The name and e-mail address are more than enough to break the ice and then gradually build a relation through planned and continuous engagement.
Personalize with limits
The better is the level of personalization higher is the relevance of content and engagement level, and healthier is the relationship between marketers and consumers. However, as a marketer, it is important to know the extent of personalization that customers would welcome. Since you are using customer data for personalization you must be cautious about its implications, should you cross the threshold level. The marketing campaign must never tread beyond the fine line that can amount to trespassing. Use the information to segment messages and deliver it the target customers but never divulge any personal information of consumers that can reveal their identity. Instead of birth dates, you can take the liberty of disclosing the birth week or month.
Play to the tune of consumers
Since your target is to build a relationship and you have earned the privilege of being invited to the customer’s inbox, you must never be imposing on consumers who might feel that you are too much intrusive. Respect what consumers like but never dare to send any unsolicited communication that can label you like a nagging marketer. This would be the end of the road for you. Maintain a steady flow of desired content but be mindful of not overdoing it. Provide options for consumers to express their views in setting guidelines for receiving communications with the option of unsubscribing. Respecting consumer choice helps in earning their trust that goes a long way in marketing.
Protect personal information
Marketers must take extra care to protect customer data primarily personal information as incidences of data breaches have left companies of all sizes vulnerable to hackers. By separating marketing data and financial information, adopt the highest security measures to ensure that financial data of customers is secure in your custody. Store the marketing data in the email marketing system to use for personalizing content.
These measures would allay customer fears and lay the foundation for a better relationship.