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The Empowerment of Personalization

Every now and then, data points jump out at you. Here are two data points about personalization that jumped out at us recently:

• 35% of Amazon's revenue is generated by its recommendation engine.
• 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. (Accenture)

We live in a world in which we have access to more information than ever. This can be both empowering and paralyzing. When consumers have too many choices, they can get overwhelmed and end up not choosing anything at all.

That’s why personalization is so important. Done right, it helps consumers navigate and simplify the maze of choices and take the stress out of making a decision. With personalization, brands are essentially saying, “We know you. We know what you like. Let’s make this easy.”
Personalized recommendations are just one way data-driven communications can be highly effective, however. Other types of personalization, such as triggered direct mail, demographically targeted email, and personalized cross-sells and upsells are highly effective, as well.

Are you tapping the power of personalization? Do you know what your customers like, when they buy, and what motivates them to buy? If not, you’re missing critical opportunities to connect with them and guide them into smart purchases—yours!
Need help? Give us a call.

Sell More by Educating Your Customers

Are most of your marketing campaigns used for direct sales? If so, why not mix it up? Try using your next mailer to offer advice or a helping hand instead. It’s a great way to sell products and deepen customer loyalty at the same time.

Just look at Home Depot. Why do you think it offers free seminars on do-it-yourself projects? Sure, seminars offer great advice, but they also generate additional sales for the home improvement giant. Attendees learn about a new product or technique, then while they are excited and motivated to try something new, they buy materials for completing one of those projects while they are right there in the store.

Think about all the products that get sold from a seminar on sponge painting, for example. Out of one event, the retailer might sell things like:

• paint
• sponges
• paint rollers
• rolling pans
• paint brushes
• edging tape
• edging blades

They will probably also sell a bunch of unrelated items such as light bulbs, lawn fertilizer, and kitchen drawer hardware pulls, too.

Think about the products and services that you offer. What educational materials could be developed around those products? How could seminars, newsletters, even tips and tricks postcards promote sales indirectly by offering ideas and solutions and letting customers get excited enough to try them or develop their own ideas?

Let us help you develop a direct mail campaign promoting your next educational effort!

Old Vs. New Media: Which Is Better?

When it comes to the effectiveness of local advertising, which is better, traditional media or new media? The answer might surprise you.

When local advertisers asked about which channels are most effective for building their businesses, Borrell Associates found that companies rated both equally. On a scale of 1 to 5, traditional media ranked 2.83, while digital media ranked 2.86.

“The push and pull between ‘old’ media and ‘new’ has occluded the fact that both are effective means of advertising products and services,” notes Borrell in its Chart of the Week [1]. “There are differences within each, however: the kings of traditional media, according to advertisers, are television and direct mail; the kings of digital are social, search, and email.”

So if you think that traditional channels are waning in favor of digital ones, think again. Traditional channels, including direct mail, remain strong for a simple reason. They work.

Source: Borrell’s Annual Survey of Local Advertisers, April-August 2017; n = 3,508 responses.
[1] https://www.borrellassociates.com/surveys

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