Data Driven Marketing

Customer and Prospect Personalization Data

A word of caution. Be careful how you use personalized mail, email or any other channel you use to communicate with your customers. When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good. MD


Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services.
Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to get the best return on your marketing investment.
Personalization used with multi-channel marketing may be a double down data and produces a significant increase in responses. However, do not forget the intricacies of personalization. Personalization will require a better collection of good data.

Read  any marketing journal or the many marketing service providers daily emails, posts, or Tweets, you’ll find across the board, from the Small Biz to the largest companies, there is a lack of understanding when, how and why using personalization.

Here’s a simple, safe way moving ahead with personalization.

Rule number one.
Use a greater amount of personalization for house lists or with clients and customers who have purchased from you before. After all, you talk with them, and they talk to you.
Naturally, they expect that you should and would know some things about them and their buying habits. So, when you first become familiar or even relating to their needs, it is because they opened the door first.
Conversely, use less personalization when you haven’t previously done business with someone, even though they fit some of the customer segments or profiles you are building. If you use too much personalization with prospects you do not know, your prospects may see this as an invasion of privacy, stolen data or made up data.

Rule number two.
Using personalization with past customer advertising can never hurt your reputation. Go ahead and add more pizzazz to stop their eye movement and probably a few more seconds of attention that can make a difference. Testing can answer your question on the type of personalization you need to start a track to become a customer.
When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response. 
Yes, make collected data a critical element in your marketing and advertising tactics. Yes, working data is a lot of work. Data also takes time. Your time spent on data will reward your company with new customers and revenue. 

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There are better marketing ideas to attract potential customers and better prospects.
The latest advertising program with multiple channels and deeper personalization, in the form of a purchase history, yields a greater response rate.
Without data, using the above tactics, mean disaster. Yet, as your data gets better and is up-to-date, allows the marketing data bar to exceed everyone’s expectations.

Take a short trip up to the menu bar and click on the blog tab. There you’ll find over 350 articles on direct marketing and advertising. Or read the Customer Circle of Success post from August of this year.
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Marketing Communications Group, inc.     Sheridan, IL 60551     800.251.3608 md@dmcm.net

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