Personalized Marketing Continued

To grow your sales, you must first nurture, manage and develop your consumer relationships.  Understanding your audience is key to offering them something they would be interested in purchasing. While personalizing your direct mail marketing may seem like an overwhelming task, if you manage your database regularly, it doesn’t have to be such a huge process.

With a database that is well-managed and organized you can simply segment your audience into subgroups based on demographics, likes and dislikes to better pinpoint what incentive will most likely be an offer they’re interested in responding to.

The benefits are numerous — from increased consumer engagement to a higher return on your investments to stronger customer relationships – personalization makes your target audience feel valued and ultimately helps your brand’s message stand out from your competition.

Over 80 percent of direct mail pieces are at least skimmed over when a person is going through their mail, so this means, your message should be concise and based on that individual’s known interests.  By including messages that are concise and to-the-point, you’re more likely to get the attention of the individual and get a response.

Another way to personalize your direct mail piece is through the use of personalized URLs.  Because your printed message should be short, adding a pURL allows you to include more information online for the customer.  It also allows for additional measurement and analytics.  Once the recipients enters their personalized URL you are able to track how long they spend on the site and what they click on – allowing you to further understand their interests and follow-up with any warm or hot leads based on their movement through the pURL.

Timothy Freeman
Print & Graphic Communications Association


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