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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

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