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:
- Personalize by name.
Use the recipient’s name creatively. Integrate it into the design in an interesting, eye-catching way.
- 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!
- 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.