It seems simple, personalizing your direct mail, email or other marketing campaigns. By simply going that extra mile, it can make a difference to your customers. And, just might be the key to grabbing the attention of potential new customers. I have found that there are 3 key reasons personalized marketing works.
1. Increased Response Rate
It’s time to put your clean database (or purchased database) to good use. Using PURLS and QR Codes to drive customers to a personalized landing page has shown to improve click through rates by 14% and conversion rates by 10% (Source: Aberdeen Group). By personalizing your marketing efforts and using your customer data to its fullest, more relevant emails drive 18 times more revenue than broadcast emails (Source: Jupiter Research).
2. Allows for Tailored Marketing
It’s more than just a first name. You can version a piece based on gender, ethnicity, buying habits, and even job titles. Using personalization and variable data printing, allows for more target-specific marketing.
3. Relationship Building
Build your relationships by taking the time to know your customer. It’s the little things in your marketing and customer service that go a long way to building lasting relationships. Personalizing your direct mail, email and even your phone calls is the first step. Learning your customers likes, dislikes, buying habits and incorporating them into your marketing strategies. People who respond to personalized mailers tend to become loyal, long-term customers (Cap Ventures). Also, make sure your Customer Service Department is engaging with your customers in the same way. If you have a Customer Relationship Management tool, make sure Sales, Marketing and Customer Support all have access to the software.