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A/B Testing Idea #125 - Utilize your customer's details to customize your content offering
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Description
Your customer will feel more involved in and connected with your content if you make use of their name to give it a personalised touch.
A natural tendency we experience is "implicit egotism", which means that by incorporating your reader's name, you will trigger a positive emotion and enhance their perception of your message - especially when sending out directed messages in the form of email blasts.
Big brands such as Starbucks Coffee or Coca-Cola even put the names of their clients on their products (coffee cups or Coca-Cola bottles) so that their clients immediately feel more connected with the brand.
Principles
- Social Cognition (Pelham; Carvallo & Jones, 2003)
The Research
Social Cognition
Social Cognition explains the way that most people associate positively with themselves and therefore tend to prefer things that are connected to them.
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