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Are Your Personalization Efforts Up To Par
Looking Beyond Traditional Techniques
Okay, so you're personalizing your direct mail campaigns. You're off to a good start. But...are you going beyond traditional personalization to really connect with your customers? Merely addressing your customer by their name or title isn't enough. You should be leveraging your company database to include personally relevant facts in your marketing communications.
Your data might include information about previous orders such as items purchased, dates purchased, sizes, colors, and more. If you know personal information about your customers, such as their spouse or child's name, birthday, or interests, you may be able to work that into your direct mail piece as well...for big impact.
The goal of personalization is to build and perpetuate customer loyalty through personalized marketing. Traditional direct mail can be a great way to reach your customers or prospects but don't forget the other avenues such as online marketing. In order for your personalized direct marketing efforts to be most successful, you should be targeting your customers and prospects with multiple touch points...all of them personalized...via traditional and electronic delivery.
Remember, a company that knows its customers has a better chance of keeping them. Staying abreast of your customers' changing needs and preferences, and communicating in a way that's consistent with these ever changing preferences, will translate into more loyal customers and thus more profits.
For more information about mass customization of your marketing message, contact O'NEIL Data Systems. Phone 866–659–082, or email us at sales@oneildata.com.
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