Getting Personal with Your Customers Makes Them Feel Valued
Just look at your mailbox. It’s likely filled with personalized offers, addressing you by name and making you offers based on something the marketers know about you.
All around us, companies are personalizing their communications to address and . Is your company capitalizing on those opportunities, too?
Let’s look at some of the reasons personalized marketing works and why you should be doing it.
It takes more time and effort to talk to someone by name (“Hi, Jane! We have a special offer just for you!”). Targeting based on their needs and wants makes your customers feel noticed and valued.
When you market based on their interests and needs, they are more likely to respond. The combination of more relevant communications and the customer’s greater sense of value is powerful.
That personalization can really pay off in your response rates. When Caslon & Company, a training and educational consultancy for the 1:1 printing industry, released its 2012 Response Rate Report, it had some very encouraging findings.
The report provides average response rate increases for best practices 1:1 printing campaigns over static campaigns. The results are based on an analysis of the Print on Demand Initiative’s database of 1:1 case studies and compares the results to the typical response rates for static mailings listed in the DMA’s 2012 Response Rate Report.
Here are the average lifts for 1:1 campaigns over static campaigns in the lead generation, direct order, and loyalty program categories:
LEAD GENERATION: 10.2% lift over static mailings
DIRECT ORDERS: 9.3% lift over static mailings
LOYALTY PROGRAMS: 25.2 % lift over static mailings
You do have to take different steps to personalize your documents than you do for traditional campaigns. But don’t be intimidated. It doesn’t need to be difficult. You don’t have to be an expert in databases orIT.
We are here to help. Talk to us about going from static marketing communications to making it .
Badger Graphic Systems is a leading provider in print management and marketing solutions.Dedicated in providing you with the best in technology, brand management, and superior first class service. We specialize in Creative Design, Digital and Commercial Printing, Direct Mail, E-commerce Solutions, Large Format Signage, Corporate Apparel and Promotional Products.