Most marketers are well advanced when it comes to executing personalised email campaigns. But a study by eConsultancy suggests that they would get even better results if they personalised other channels.

The study, called “Conversion Rate Optimization Report 2016”, finds that personalising search engine marketing, social media, and offline marketing all provided a stronger uplift in performance than email. Website personalisation was on a par with email in terms of the performance uplift it delivered.

This and other studies suggest that more sophisticated marketers are incorporating lookalike advertising engines, tying digital channel behaviour to in-store customer experiences, and employing dynamic content creation and promotion generation.

In its report on the study, marketing data aggregator MarketingCharts reports “Many are also using data to power product recommendation engines, though fewer are using data sources to personalise triggered emails, which have been shown to have higher response rates than general business-as-usual emails.”

The findings of the report are familiar to those digital executives who have already extended their activity.

According to Gavin Merriman, Global Head of Digital, Nude By Nature, “We were keen to avoid the typical disjointed customer experience with an ESP pushing one set of products and promotions, retargeted display using its own logic to stalk across the web and social, and your website also doing its own thing.”

Rather, Nude By Nature wanted to deliver a seamless and personalised experience that was designed around each stage of the customer journey, with consistent and timely messages across all devices and channels. “Extending the reach of our personalised lifecycle campaigns beyond the web site and email — so they’re also amplified across social and display — has proved to be really effective for customer acquisition and retention.”

According to Paul Cross, Group Vice President, Customer Success, Oracle Marketing Cloud (OMC), ANZ, Asia and Japan, Australian marketers have spent the last decade optimising the core digital channels of email, apps, SMS, landing pages, and ad placement. “Email was the first, as it was simple to use the email address as a unique ID. They could then link that to transactional, email and web site behaviour, and personalise each email sent.”

But he said that marketers found that moving into true personalisation — where behaviour in one channel influences the content, timing or cadence of another channel — has proved elusive.

“That is  due to the siloed nature of digital channel investment,” he said. “The different tools needed for managing SMS, email, mobile apps, landing pages and display advertising make it impossible for a busy marketer to communicate to their customers in an orchestrated manner.”

But there is hope, he said. Marketing technology enables marketers to work with one platform to ensure not only that activity is co-ordinated across channels, but that behaviour in one channel can immediately influence marketing in any other channel. For instance, by changing the landing page on a web site.

“This type of cross-channel orchestration is a far more delightful experience that the quadruple-barrelled shotgun that most marketers are employing today.”

Cross said he believes that mastering cross-channel orchestration will be the key focus of marketers in 2017, “in turn allowing them greater personalised conversations with their customers.”

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