You’ve
heard the phrase, “There is no ‘I’ in team.” So it is with print and digital personalization.
By itself, data is just that—data. To be truly personal, it takes a collective
effort to capture the customer’s attention and create relevant communications
that move the needle. Let’s look at some of the most common marketing elements
that marketers combine with personalization to maximize response rates.
1. Audience selection.
Great
results start with having a highly targeted audience that is more likely than
average to respond to your offer. A home improvement contractor might target
new movers. A boutique salon might target female residents within a specific
ZIP Code. Layering on personalized information, such as name and offers based
on household income, are a bonus.
2. Stand-out design.
Personalized
messaging is powerful, but only if people read it. You have to draw recipients’
attention in the first place. To do this, marketers often use unusual design
elements, such as oversized postcards, clear envelopes, or lumpy mail, to capture
recipients’ attention long enough for the personalized message to get seen.
3. Remind them. With even the best offer,
people need to be reminded to respond now and then. You can improve response
rates by sending follow-up postcards or emails (or both). Remove recipients’
names from the follow-up list once they respond. Something as simple as a
reminder card or email can boost response rates significantly.
4. Mix up your channels. Effective campaigns use
multiple channels to reinforce the message. Pair postcards with email and
social media mentions, then use great in-store signage as the coup de gras.
5. High-value incentive. This technique is common in
lead generation or information gathering campaigns. To motivate recipients to
respond to an initial call to action, you might offer a
gift or monetary incentive, such as a restaurant gift card or entry into a
sweepstakes.
Personalization is a
powerful tool, but it’s not a magic wand. Like all marketing elements, it works
best when it is part of a collective effort. Please give us a call at 440-946-0606
Or visit our website here for more information.
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