Personalized Marketing: It’s Mainstream

Just look around you. Personalized marketing is everywhere. From personalized coupons at the checkout counter to personalized recommendations at Amazon.com. Now there is research to show just how prevalent personalized marketing has become.

In a study of 466 marketers (“Capturing the Cross-Media Direct Marketing Opportunity,” 2010), InfoTrends found that only 40% of marketers’ campaigns fit into the category of “one to many.” Forty percent fit into the category of segmented marketing (“one to few”). More than one in five (21.0%) fit into the category of full personalization (one to one), whether print or electronic media.

Think about that for a moment. One in five campaigns is fully personalized. What does that mean for you? It means that if you are sending static mail pieces, you’re competing with marketers who are speaking (potentially to the same customers and prospects) on a personalized level.

If your competitors are personalizing and you are not, who do you think is going to get the most mind share? Even if your competitors aren’t personalizing today, they might be tomorrow. You want to get there and establish a relationship with those customers or prospects before they do.

Personalization doesn’t have to be difficult. Even with a simple basic customer list, there are steps you can take:

1. Personalize by name.

Don’t just personalize the message. 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. Append the database.

Still think you don’t have any variables you can use? Do what’s called a database “append” in which you purchase simple variables like home ownership or household income for the names you already have. Appends are not expensive and can boost your marketing effectiveness exponentially.

Talk to us about how you can put it to use to create a more personal relationship with your customers. You probably already have more information than you think!

 

Jeff Lampert

Director of Marketing and Business Development