From personalized coupons at
the checkout counter to “just for you” recommendations at Amazon.com,
personalized marketing is everywhere.
While some marketers are
still deciding whether to take the plunge into this “new” form of marketing in
print, fully personalized documents have been around for a long time. Back in
2010 (“Capturing the Cross-Media Direct Marketing Opportunity”), InfoTrends
found that the overwhelming majority of marketers were already using segmented
(40%) or fully personalized (21%) communications. Only 40% of campaigns fit
into the category of “one to many.” This means that if you are sending static
mail pieces, you’re competing with marketers who are not only speaking to their
customers and prospects on a personalized level, but they are seasoned at doing
so. If your competitors are
personalizing and you are not, you are at a competitive disadvantage.
Need to get started? Even with a simple basic customer list, here
are steps you can take:
1. Personalize by name.
Use the recipient’s name
creatively. Integrate it into the design in an interesting, eye-catching way.
2. Target by a single, simple variable.
Will it help to target the
mailing by gender? How about by ZIP code? Would it help to add a map? (This
works great for new businesses or new branches or locations.) These are data
you already have. Use them!
3. Beef up your marketing database.
Purchase simple variables
like home ownership or household income for the names you already have. Adding
to your database is not expensive, and it can boost your marketing
effectiveness exponentially.
Need help? Talk to us about
how you can put data to use to create a more personal relationship with your customers. Please give us a call at 440-946-0606
Or visit our website here for more information.
