In this blog post, marketing and CRM leaders share their approaches to cutting-edge personalization. The insights were presented at Optimove Connect 2024 during the panel session titled “Digital Personalization: Standing on the (Cutting) Edge.”
The session was moderated by Eddie Patzsch, VP Revenue, Growth Verticals at Optimove, and featured:
JP (José Pedro) Miranda, eCRM lead at Fontem, makers of the Blue e-cigarette.
Katharina Gasch, Senior CRM Manager at Air Up, a company that provides hydration systems that use scent-based technology to enhance the taste of water.
Maria Grigorova, Head of CRM & Personalization at Rank, a leading international digital gaming company.
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Key Takeaways:
Implement right-time (not just real-time) interactions to enhance engagement
Ask “why” to tailor journeys to customer motivations
Run A/B tests for data-informed decision making
Leverage AI for predictive capabilities and personalization at scale
Strategy #1: Implement Right-Time (Not Just Real-Time) Interactions to Enhance Engagement
Engaging customers at the right time, rather than just in real time, increases the likelihood of engagement.
Maria Grigorieva said:“Imagine walking into your favorite bar and the bartender immediately offers your favorite drink without asking. That’s the essence of personalization. But it’s not enough just to know your preference. The drink needs to be offered at the right moment, or you might not order it, even if it’s your favorite.”
Maria and her team at Rank identify when their customers are most likely to engage using behavioral cues and predictive models. They then send messages with relevant content at those times.
Strategy #2: Ask “Why” to Tailor Journeys to Customer Motivations
Katharina Gash leads the team at Air Up that is responsible for activation and conversion. She explained how they improve retention and engagement by tailoring the onboarding journey based on why customers choose a certain product after the first purchase. They then tailor future interactions based on those motivators.
She said: “After a purchase, we ask customers why they bought our product – is it to stay hydrated? Is it a gift for a friend? Did they buy it for their kids? Based on their answer we tailor their onboarding and retention journey with personalized content that aligns with their motivation.”
Strategy #3: Leverage A/B Testing for Data-Informed Decision Making
A/B testing and data analytics are essential for optimizing results. Continuously testing different approaches and using data to inform decisions enables companies to refine personalization strategies and maximize engagement.
JP Miranda said: “Data is critical for personalization. It’s about learning from your audience and creating impact based on that. We align A/B tests with goals and KPIs to understand what works and learn how we can better meet our objectives.”
Strategy #4: Leverage AI for Predictive Capabilities and Personalization At Scale
AI is crucial for predictive capabilities and personalization at scale. It helps marketers understand what customers prefer when they prefer to engage, and on which channel. This enables optimal content delivery at the best times, leading to highly effective engagements.
Maria Grigorieva said:“With AI, we use predictive models to identify when customers will likely start playing. We then check in real time if they are online and active. If not, we proactively reach out with personalized content to engage them. This approach has significantly increased response rates.”
In Summary
Using right-time interactions, asking “why” after the first purchase, A/B testing, and leveraging AI enables marketers to lead at the cutting edge of digital personalization.
This is essential for delivering valuable customer experiences and increasing their lifetime value for the organization.
For more insights on how you can create winning retention strategies with Optimove, contact us to Request a Demo.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
