The Value of Personalized Marketing

A Caslon Study showed that a campaign can see, on average, a 14 percent higher return on investments when it includes personalized message.  Whether you are personalizing your brand’s email messages, direct mail communications or even your interactions your brand has with customers and potential customers via social media, the more targeted your message is the more likely it is that your customer will click through, follow up or respond to a call to action.

Personalized marketing is not only changing the way marketers communicate with customers, but it’s changing the consumer’s expectations of product and brand messages.  Consumers are no longer satisfied with generic, mass messages that may or may not pertain to their interests – they expect brands to conform to their needs.  Because of this, every touch point you have with your customer is extremely valuable and it is also very important to collect, analyze and properly develop customer-centric messages from the data you collect.

The studies prove that personalizing your messages is an important factor when creating your marketing campaign – so how can you achieve such targeted and effective marketing?  Ultimately, you need strong database.

Using an analytical platform that can collect, store, analyze and sort your database which will enable your messages to be personalized based on consumer’s buying habits and interests.  Your customer’s interests can come from social media, digital media and traditional media response channels and, with the right database management tools, this information can all be collected and stored in one, central location.

Timothy Freeman


Print & Graphic Communications Association


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