Omnichannel messaging solutions may solve many complications in reaching your customers, but you still can’t fall back on a generalized approach.
Research from reliable industry sources like Mitto has revealed the unsurprising power of personalization for omnichannel communication. Personalized experiences with omnichannel communication have been shown to increase the chance of developing strong loyalty from a customer fourfold. Only a mature omnichannel presence can help you truly stand out in a competitive field.
What Is Omnichannel Messaging?
Businesses have reached out to potential purchasers for years through multiple channels, such as phone and direct messaging campaigns. Multichannel messaging is good practice, but omnichannel messaging is even better. This approach to customer management and sales provides a seamless experience across all communication channels. Customers can begin a conversation through SMS and then follow up over email or on your website without a loss of information. When it comes to omnichannel e-commerce, clients feel more supported, better educated, and more confident in their ability to get service if needed.
The Benefits of Personalization
It’s not enough to commit to omnichannel software without knowing how to put it to good use, though. As Mitto has found, clients respond best to personalized messaging. They don’t just want a reminder of their order or a sales offer; they want it timed to their birth date and their interest in your product. Buyers feel that they’re important to even the biggest brands when personalization is done right. Not only will your customer base feel more connected to you, but they’ll also volunteer more valuable marketing data about themselves to help you personalize their experience.
How to Personalize Your Marketing Content
Consider switching from a focus on one-way messages like sales announcements and working on increasing bidirectional omnichannel communication. Two-way conversational marketing is a great way to harvest information about your customers that’s immediately put to good use for personalization. Choose a platform that helps you build complete profiles for each client, including data on omnichannel e-commerce behavior like previous purchases, abandoned cart contents, sales offers that have been used, and much more. This information can then automatically populate customized contact efforts.
Best Practices for Personalization in Omnichannel Messaging
Since this kind of data gathering can fall under various regulations and laws, you’ll need to be sure all customer information is held securely. Your omnichannel e-commerce efforts should allow for seamless use of the accumulated data about a client without risking unauthorized access or misuse. Reliable platforms like Mitto make it easy to secure, track, and delete customer data as needed for compliance in all your messaging efforts. There’s no need to run afoul of security or handling regulations just to customize your omnichannel efforts. While building your profile of client data, be sure to use checks on that data as a way to further increase personalization and brand loyalty. For example, sending a quick SMS to check if a customer’s birth date is still listed correctly keeps data updated while creating a brand reminder opportunity.
Make a commitment to getting the most out of your messaging efforts this year by taking your omnichannel efforts to the next level. Personalize your major campaigns and build a more responsive customer service experience with the power of client data. Every message is an opportunity to reach out and connect with your buyers, so don’t waste that opportunity with a generalized approach.
