Are You Doing These 5 Things for Personalization Success?
What is the difference between a great personalized print campaign and a flop? Adhering to best practices.
Knowing today’s best practices can make the difference between a good campaign and a great one. Let’s look at five best practices for 1:1 (personalized) print marketing that you should be using in all of your campaigns.
1. Stay focused. Know — really know — your target audience and the goals you are trying to achieve. This allows you to focus your message and make it more relevant.
2. Keep it clean. Nothing can make a personalized campaign seem more impersonal than misspelled names or outdated data. Cleanse and update your mailing list on a regular basis.
3. Know what’s behind the data. Data is just data — numbers in a spreadsheet. It’s up to you to use that information to create messaging that resonates with the recipient. All the personalization in the world won’t help if the recipients don’t see the relevance of the communication.
4. Think “integration.” All direct mail campaigns need a great message and creative. If you reinforce this message across multiple channels, such as following up with a personalized email or text, this consistently increases the chances that someone will respond.
5. Do what works. How do you know your efforts are working? Test different approaches, offers, and variables in the campaign. Test one element at a time against the control. Learn what works best for your audience and what doesn’t.
Success with personalized print doesn’t happen by accident. It takes planning and strategy. By putting these best practices to work, you can get the most out of your next personalized print campaign.
Personalization: Why It Works
Everywhere you look, marketing content is personalized. From grocery store receipts to your Amazon recommendations to postcards in the mailbox, companies are personalizing their communications to address who their customers are and what their customers need. Are you capitalizing on those opportunities, too?
Let’s look at some of the reasons personalized marketing works so well (and why you should be using it, too).
First, personalized communications give your customers the feeling that you care about them. It takes more time and effort to talk to someone by name (“Hi, Jane! We have a special offer just for you!”). Targeting based on their needs and wants makes your customers feel noticed and valued.
Second, personalized mailings are more relevant to your customers. When you market based on their interests and needs, they are more likely to respond. The combination of more relevant communications and the customer’s greater sense of value is powerful.
Personalization can really pay off in your results. One study found the following lift for personalized over static mailing campaigns :
• Lead generation: 6.9% lift over static mailings
• Direct orders: 6.2% lift over static mailings
• Traffic generation: 14.7% lift over static mailings
You do have to take different steps to personalize your documents than you do for traditional campaigns, but don’t be intimidated. It doesn’t need to be difficult. You don’t have to be an expert in databases or IT.
We are here to help. Talk to us about going from static marketing communications to making it personal.
Your Customer: “Pay Attention to Me!”
Congratulations! You landed a new customer—and they love you. As long as you continue to provide good products, reasonable prices, and great customer service, they’ll stay loyal as long as you don’t mess things up. Right?
Not necessarily. In today’s competitive world, you cannot take your customers for granted. You’ve worked hard to win them, but just like any relationship, you have to put in effort to make it last. This is one of the areas where sending regular personalized print and email communications pays off.
Here are five ideas for keeping customers happy and retaining them over the long term.
• Keep them up to date. Send a monthly print or email newsletter. Tell customer stories. Talk about new products. Provide insight they wouldn’t otherwise get. Speak to them by name and customize the content to be more interesting and relevant to them.
• Ask their opinion. Ask them how you are doing. It’s a great way to let people know you value their opinion . . . and their business. Use personalized URLs to make this easy and append the data back into your marketing database automatically.
• Send a card. Do you know your customers’ birthdays? How about the date they first became customers? Send them personalized “thank you’ notes and cards as a way to let them know you appreciate them.
• Offer advice. Once in a while, offer some free advice. If you’re a landscaping company, you might suggest the easiest care perennials for the upcoming season. If you’re a real estate office, you might alert them to the latest trends in front porch décor.
• Discounts galore! Send a coupon for a discount or a freebie “just because.” It continually re-engages your customers and helps them see the value in their relationship with you.
Client retention is critical to your bottom-line success. Be a company that does this well, and you’ll reap the benefits of great brand recognition and long-term customer relationships.