There is NO “I” in “Personal”
You’ve heard the phrase, “There is no ‘I’ in team.” So it is with
print and digital personalization. By itself, data is just that—data.
To be truly personal, it takes a collective effort to capture the
customer’s attention and create relevant communications that
move the needle. Let’s look at some of the most common
marketing elements that marketers combine with personalization
to maximize response rates.
1. Audience selection.
Great results start with having a highly targeted audience that is
more likely than average to respond to your offer. A home
improvement contractor might target new movers. A boutique
salon might target female residents within a specific ZIP Code.
Layering on personalized information, such as name and offers
based on household income, are a bonus.
2. Stand-out design.
Personalized messaging is powerful, but only if people read it.
You have to draw recipients’ attention in the first place. To do
this, marketers often use unusual design elements, such as
over-sized postcards, clear envelopes, or lumpy mail, to capture
recipients’ attention long enough for the personalized message
to get seen.
3. Remind them. With even the best offer, people need to be
reminded to respond now and then. You can improve response
rates by sending follow-up postcards or emails (or both).
Remove recipients’ names from the follow-up list once they
respond. Something as simple as a reminder card or email can
boost response rates significantly.
4. Mix up your channels. Effective campaigns use multiple
channels to reinforce the message. Pair postcards with email
and social media mentions, then use great in-store signage as
the coup de gras.
5. High-value incentive. This technique is common in lead
generation or information gathering campaigns. To motivate
recipients to respond to an initial call to action, you might offer a
gift or monetary incentive, such as a restaurant gift card or entry
into a sweepstakes.
Personalization is a powerful tool, but it’s not a magic wand. Like
all marketing elements, it works best when it is part of a
collective effort.
