This episode challenges the conventional understanding of personalization in e-commerce, arguing that current methods often prioritize commercial attribution over genuine human connection. David Mannheim, author of 'The Person in Personalization,' advocates for an empathetic approach that moves beyond mere recommendations and data points to truly acknowledge, care for, and listen to the individual customer, fostering a more meaningful and less transactional online experience.
Key takeaways
Embrace 'personalization' as a verb, focusing on being personal with customers through familiarity, acknowledgment, care, intimacy, authenticity, and listening, rather than just data-driven recommendations.
Shift from optimizing "how retailers sell" to "how people buy" by observing customer behavior and adapting the online experience to match their natural buying journey.
Integrate empathy into the e-commerce experience by considering "how are you feeling today?" type questions, and move beyond purely commercial, short-term tactics that coerce users into actions.
Recognize that while data and attribution are valuable for AB testing and understanding impact, relying solely on them can lead to a dehumanized customer experience, akin to feeling "nickel and dimed" by brands.
Focus on "pounds per thousand people sent to" as a key metric when split testing, as it accounts for the actual revenue generated rather than just open or click rates, providing a more holistic view of campaign effectiveness.
David Mannheim is the author of “The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal”. AND founder of Made With Intent. Hit PLAY to hear: Why most personalisation isn’t personal—and how to fix it The surprising link between empathy and customer retention Netflix’s 10-year lesson on making personalisation work The one question every brand should ask to connect deeply Easy, actionable steps to humanize your marketing today Key timestamps to dive straight in: [05:38] Debate over email subject lines' impact importance. [08:18] Feeling nickel-and-dimed; brands lack personalization empathy. [11:24] In-store vs. online: personalization, empathy difference. [13:16] Personalization: Familiarity, acknowledgment, care, intimacy, authenticity, listening. [19:31] Brands should prioritize personalization for customer retention. [23:12] Framework created; personalization start routes explored. [24:30] Understanding intent personalizes communication in eCommerce. [25:51] Listen to David’s Top Tips! Full episode notes here: https://ecmp.info/525..This podcast uses the foll
What does this episode say about conversion & cro?
Embrace 'personalization' as a verb, focusing on being personal with customers through familiarity, acknowledgment, care, intimacy, authenticity, and listening, rather than just data-driven recommendations.
What does this episode say about brand & content?
Shift from optimizing "how retailers sell" to "how people buy" by observing customer behavior and adapting the online experience to match their natural buying journey.
What does this episode say about customer retention?
Integrate empathy into the e-commerce experience by considering "how are you feeling today?" type questions, and move beyond purely commercial, short-term tactics that coerce users into actions.
What does this episode say about conversion & cro?
Recognize that while data and attribution are valuable for AB testing and understanding impact, relying solely on them can lead to a dehumanized customer experience, akin to feeling "nickel and dimed" by brands.
What does this episode say about conversion & cro?
Focus on "pounds per thousand people sent to" as a key metric when split testing, as it accounts for the actual revenue generated rather than just open or click rates, providing a more holistic view of campaign effectiveness.
