Hello Market
Need help?

01535 683443

(0)
You have no items in your Shopping Basket.
Username:
Password:
The Power Of Personalisation

The Power Of Personalisation

Iain Schofield • 06 February 2020

Are you trying to maximise the impact of your marketing collateral? If so, personalisation is one simple addition that can help you achieve better results.

Why Personalisation Matters

In a world where we’re constantly bombarded with messages that talk at us (many of which are irrelevant), personalised messages that speak to us from a position of understanding are valuable in their rarity.

"Customers want to feel valued and understood and personalization can go a long way in delivering both." - Gary Ballabio, MarTechSeries

If you’re using direct mail, creating a tailored experience allows you to maximise the return from a channel that already delivers a stellar engagement rate (around 94%*). In a recent InfoTrends study, over 84% of respondents stated that personalization made them more likely to open a direct mail piece.

And that’s just direct mail. If you extrapolate across all your marketing channels, the potential effects are profound.

"Brands who present their consumers with highly-targeted suggestions can help consumers save time and effort, driving customer loyalty." – Lorna Keane, global web index

How To Personalise Your Campaign

These deceptively simple additions can greatly increase the effectiveness of your marketing communications.

Salutations – Requiring only a contact name, adding a custom salutation is the simplest way to personalise each mailing in your campaign. While a simple addition, adding a person’s name is incredibly powerful.

“A person’s name is, to that person, the sweetest and most important sound in any language.” — Dale Carnegie, How to Win Friends and Influence People

Personalised salutations are the simplest way to make mailings engaging for recipients

Text – When mailing numerous contacts, ensuring content is universally relevant can be tough. Segmenting your mailing list allows you to customise sections of text to ensure each person receives content relevant to them. These variable elements are then triggered in-flight using data from your mailing list.

Personalise messages, style and font size for specific audiences

Images – Creating multiple versions of campaign artwork allows you to engage recipients by using imagery relevant to each individual. Again, this can be achieved by segmenting your mailing list based on the factors you believe will produce the best results.

Use what you know about customers or clients to cater images to them.

Applying these personalised elements effectively requires an analytical approach to the data at your disposal. By understanding your customers, you can recognise more effective ways to communicate with them. Good personalisation should save customers time, communicate value and demonstrate understanding.

The rewards for getting personalisation right are significant provided, as Jacob Vaidyan** remarks, ‘the underlying principle is enhancing the customer experience’.


Get Started With Personlaised Direct Mail



*Jicmail 2019
**DigitalistMag

By clicking a share, like, or tweet link/button you are agreeing that DM Print Ltd. can send data to Facebook or Twitter in line with our Privacy Policy

Next Blog Post

Related Blog Posts

Hello Market

Support Line

01535 683 443
Monday - Friday
9:00am - 5:30pm

Social Media

Facebook Twitter LinkedIn Instagram

Hello Market® is a registered trademark of DM Print Limited, a company registered in England No. 382357.
Copyright ©2020 Hello Market. All rights reserved.

Hello Market® is a registered trademark of DM Print Limited, a company registered in England No. 382357.
Copyright ©2020 Hello Market. All rights reserved.

Please view Hello Market's Privacy Policy including our Cookie Policy.
You can view this information at any time using the links which appear in the footer on every page.
Dismissing this message will create a Preference Cookie on your computer.
OK