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personalization

How Multi-layered Personalization can snag a few more customers…

when something is known about the recipient provides a significant benefit for advertising.

Personalization used with multi-channel marketing may be a double whammy and produces a significant increase in responses. However, do not forget the intricacies of personalization.

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services.

A word of caution. Be careful how you use personalized mail, email or any other channel you customer’s may prefer. When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good.

So, here’s a simple and safe way moving forward with personalization.

Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to get the best return on your marketing investment.

Read any marketing journal or the many service providers daily emails, you’ll find across the board, from SmallBiz to the largest companies, there is a lack of understanding when, how and why using personalization.

Here’s how we look at data and personalization or Rule number one.

Use a greater amount of personalization for house lists or with clients and customers who have purchased from you before. After all, you talk with them, and they talk to you.

Naturally, they expect that you should and would know some things about them and their buying habits. So, when you first become familiar or even relating to their needs, it is because they opened the door first.

Conversely, use less personalization when you haven’t previously done business with someone, even though they fit some of the customer segments or profiles. If you use too much personalization with prospects you do not know, your prospects may see this as an invasion of privacy, stolen data or made up data.

Rule number two.

Using personalization with past customer advertising can never hurt your reputation. Go ahead and add more pizzazz to stop their eye movement and probably a few more seconds of attention that can make a difference. Testing can answer your question on the type of personalization you need to start a track to become a customer.

When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.

Use an advertising program with multiple channels and deeper personalization, in the form of a purchase history, yields a greater response rate.

Summary

In today’s data driven marketing era, it’s important to capture customer information to drive business and future marketing decisions. Today’s marketing must be strategic and beneficial to your customers.

Advertising is set to get the biggest response on selling your products and services. Plus, the added information helps customer service and your people who sell your goods.

No matter how great your product or service is, the fact remains that those who “have a need for what you have to know” must be aware of “what you have to offer.” That is my rule number three.

Let me know what you think.

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Direct Marketing to One Customer at A Time…

Poof,means using the right type of personalization to contribute in making the sale.

Rarely, when a direct marketing solicitation arrives, does the family – or the entire office staff – gather around your communication, read it aloud, and applaud together. This is why it’s important to remember that when it comes to direct marketing, you’re really only talking to one person at a time.

While you may naturally think of your customers as a single large group, each of your customers sees himself or herself as an individual. A solicitation written to “Dear Customers,” “Dear Friends,” or “Dear Homeowners,” rob familiarity from your entire solicitation. Poof!

If your personalization methods are not up to speed…

Personalization assumes that you know something about the people to whom you are mailing. It can be an effective way to keep customers coming back, but be careful how you use personalized direct marketing, especially in the mail.  When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good. Poof! Poof!!

Here’s a simple and safe strategy.

PersonalizationUse a greater amount of personalization for customers who have purchased from you before. After all, you talk (or write, listen, email) to them and they talk (or write, listen, email) to you.

However, if you have online shoppers, they may have similar demographics, psychographics, and behaviors. You can create groups or segments of online shoppers and visitors that are both significant and manageable. For example:

  • male or female, as who makes or uses the purchase,
  • uses a debit or credit card,
  • is a homeowner, condo owner or an apartment dweller,
  • a specific age group,
  • geographical location and so on.

Using data analytics can open your eyes to what customers are actually doing.

If you are unsure on the amount of personalization to use, test for relevance.

Today’s customers demand that the products and information they are presented with be relevant. How do you feel when a company you frequent sends you a direct marketing promotion with offers and recommendations for products that have nothing to do with previous purchases you’ve made or with the profile you’ve shared with them?

It’s time to do your homework.

Nothing drives a shopper away faster.

In summary, avoid “presumptuous personalization” until that door is opened a little more by the customer. Yes, it takes time, but not as much time or money as it takes to get a new customer. Poof Poof Poof!

Another post you’ll like is “three powerful ways to grab more customer personalization!

 – OR –

How to Get the Answers for Your Most Burning Customer Questions… that drives more marketing information you need about your customers and prospects!”

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Listen up small business and jump on the digital movement

More small businesses are moving aggressively to online marketing. This was in a recently article I read that appeared in MarketingProfs referring to a recognized research study from BIA/Kelsey.

Small and mid-size companies continue to move marketing dollars to digital channels which are approximately 70% of the total marketing budgets of these companies.

Looking at the numbers in another way is that only 30% of their marketing budgets are staying with traditional advertising which was as high as 52% in the year 2010.

Even though the traditional marketing trend is flat, I am reading more companies are focusing on better response from marketing communications. For instance, many of the companies in the direct marketing and mail industry are moving toward more digital printing.GoodDeal_edited-1

The pace of digital print adoption will certainly continue to increase with a solid presence across the entire range of digital printing solutions. The market is quickly uncovering the new opportunities digital solutions offer in the areas of direct mail, transactional printing, book, newspaper and magazine publishing.

Personalization and targeting will continue to grow at a rapid pace, as customers begin to explore the many opportunities afforded by digital printing. Many of these companies are in the small to mid-size range.

Digital printing enables cost-effective short runs and adds to communication efficiencies. Using high-speed inkjet presses, imprinting systems for hybrid offset environments, and high-quality toner-based presses, enables users to employ personalization that drives higher response rates and builds stronger relationships with customers.

In direct mail, I see premiums (those gifts that are promised to prospects once they buy or donate) to increase steadily. Premiums are a great tool to turn the prospect into a customer, and mailers, even those considered a small business, are using them more than ever for prospecting to increase their customer base.

People have listened to many sermons on personalization as readers of this blog will attest to. With more competition for the prospect’s time, it only makes sense to leverage the data. No doubt, we’re seeing a significant increase in Variable Data Printing and personalization on mail pieces and expect this volume to steadily increase.

Let me know your thoughts and comments. If you have any questions call me directly at 800-251-3608.

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