C’est le premier conseil et la première mise en garde de How to use personalization correctly. Et l’extrait que j’aime le plus :
Another part of personalization is giving the consumer a ‘face to name’ feeling. Expedia CruiseShipCenters found that adding an agent’s face and name on their consumer messages helped increase click through rates by more than 20% because the consumer felt a connection to the company…. Using this type of personalization, sales agents can create custom landing pages, newsletters and correspondence with their contact information and pictures. This way the consumer can identify not only who the company is but a specific person within your company that they can ‘connect with’ when they are ready to purchase, ask a question or sign up for another vacation.
