Personalized marketing through marketing automation
You can put it to the test yourself: How do you react when you are addressed personally and, above all, correctly and provided with information that you are really interested in? You feel valued and spontaneously develop a certain sympathy for the sender.
The probability that you will consciously take note of this message increases significantly - because it is interesting to you and because a tailor-made e-mail that pleasantly stands out from the general flood of information gives you a feeling of control and security: Addressing you by your first name and appropriate content triggers a sense of well-being - after all, you know what it's all about.
Even if these processes take place unconsciously, they still develop an enormous effect - and shape the recipient's conviction. The personalization of such marketing messages reduces the feeling of helplessness, of being exposed to this flood of information.
For example, if you are shown exactly the content you were looking for on a website, you will perceive it differently than the many other messages that are broadly and anonymously distributed.
Responsible for this human phenomenon is the Reticular Activating System (RAS) in the brain, which carefully filters information: If this information is in direct contact with us, we take it in better - this hurdle must therefore be taken in a targeted manner in personalized marketing.