What it means to be meaningful in marketing
The future of email marketing is evolving to be hyper-personalised, and AI is accelerating new methods for marketers to tailor their communications for better engagement and impact. However, it’s important for marketers to explore ways to balance personalisation while maintaining user privacy for safe, long-lasting success. Intuit Mailchimp’s global head of ecosystem, Ken Chestnut, explores.
In marketing, personalisation is paramount. We know that 73% of customers feel more valued receiving personalised emails, with 70% appreciating non-sales emails as compassionate and sincere. Being meaningful entails more than simply promoting products or services. It involves creating experiences that hold value for individuals. When audiences feel understood by a brand, they are more likely to remain loyal to and advocate for it.
Brands have recognised the importance of tailoring their communications to individual preferences for some time. Addressing customers by name, recommending products based on their past purchases, and providing relevant content is now table stakes.
The evolving best practice is now hyper-personalised marketing. Using AI to leverage behavioural data can allow marketers to anticipate customers’ needs more accurately and deliver more relevant experiences across various touch points.
