Driving hyper-personalised automated interactions
Being able to query, understand and then action their newly uncovered customer segments through automated campaigns - all in one place - allowed MandM Direct to become more sophisticated with their marketing automation.
This was achieved by using accurate customer data to personalise specific content areas within their campaigns.
A single email was uniquely personalised for each individual depending on detailed values such as their behaviour, stage of their lifecycle or previous interactions.
This allowed MandM Direct to target diverse groups of customers, with one single campaign, but ensure the messaging was truly relevant to them.
Not only did this improve the customers experience with MandM Direct, showing them content most likely to appeal to them increased the level of engagement they received from their customers, along with conversions.
Displaying accurate information based on what MandM Direct know about their customers
1. Acknowledging the customers stage of the lifecycle and personalising content that
would acknowledge that.
2. Showing accurate and relevant information based on what MandM Direct knew about their customers preferences.
3. MandM Direct dynamically contextualised the content to make it relevant to their customers.