Personalized content is everywhere—direct mail, email, magazines, and even ads that follow you around the web. But as a marketer, how do you get there? Just dropping in data-driven content doesn’t guarantee success. Whether it’s print or email, here are three keys to remember when creating any personalized marketing campaign.
- Don’t rely on data alone. In a recent study, 51% of consumers said that personalized communications make them more likely to buy. However, that’s only after you’ve gotten down the basics. Ultimately, all of the elements—creative, messaging (including personalization), offer, segmentation, call to action, and incentive—need to come together to determine success.
- Focus on relevance, not “personalization.” It doesn’t matter how “personalized” a document is. If it isn’t relevant, it is worthless. You can have the best residential landscaping service around, for example, but if your list includes a high percentage of people living in apartments or condos, your ROI will stink.
- Know, know, know your customers. Understand what makes your customers tick, then market to what matters to them. For example, the Millennial generation prioritizes experience over specs. If you sell custom bicycles, for example, capture their attention with the value of a family cycling together or how much faster their urban commute would be without getting caught in an automotive snarl.
Investing in your marketing database and developing an intimate understanding of your customers takes time, dedicated resources, and human resources, but it is one of the most important investments you can make.
Need some help? Let us help you develop your next personalized print or email campaign.
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