Great personalization doesn't just stop with a first name. Even though adding a first name has been proven to generate a higher response, there is so much more you can do. A truly personalized marketing piece is relevant to the core, and that core is the message. To really connect with the customer and ensure higher response rates, you have to make sure your message fits the prospect. Something that works for one person isn't going to work for all (unless your entire audience fits the exact same demographic, which is virtually impossible).
Demographic data is a great place to start. If someone is an existing customer, you've probably gathered quite a lot of data. Even if you want to market to new prospects, there are a number of list services that you or your marketing provider can use. These list providers can append dozens of data points to your current prospect list or provide you with a brand new list of potential customers. Data drives relevance, and relevance drives response, and that's what all marketers are after.
You don't have to have a lot of data to be effective. Simple demographics, like gender, age, or ethnicity, can be powerful. If the person shown in your marketing outreach looks like the recipient, they're going to view your message as something more relevant to them. Another way to use demographics is to change what you're marketing based on the data (not just the way you're presenting it). For example, say you're a car company, and Debbie is one of your prospects. You know she's in her 30s and has 3 kids. You can send her postcards and emails all day long with a woman that fits her demographics, but if she's standing in front of a red sports car, the message probably won't resonate. Change the product you're marketing to an SUV or minivan, and you have a lot higher chance. Craft your message to fit the prospect.
Demographic data isn't the only information you can use to create a personalized message. These messages can also include references to past purchases, certain product or service preferences, and even location data. Take advantage of all the data you have, it's invaluable.
Marketing based on past purchases is a great way to use your existing data. Say you're a sporting goods store. If someone bought a golf bag from you, you should probably market golf clubs or shoes to them before you send them a piece on baseball bats. Or, to back to the car salesman, say Debbie bought that minivan. You can always market the same kind of vehicles to her again in a few years when she might be ready for a trade in.
Often, you can use purchase history to determine customer preferences. If someone buys something from you regularly, whether it's makeup, groceries, or construction supplies, consider sending them a promotion or coupon for complementary items. Whatever the product, there's usually something similar that you can suggest to cross-sell or up-sell. This can easily apply to services as well.
Another method of personalization to consider is based on the recipient’s address. Any marketer with an address can use location-based personalization. Since it only requires data you already have, it's a great, easy way to increase personalization. For example, a spa could use the messaging, "Sarah, you're only 3.4 miles from luxurious relaxation," to pique the recipient's interest. They could even include a map of the route on any marketing outreach.
Any one of these methods is an effective way to increase the relevance of you marketing. Anytime that you can add more personalization you're increasing your rate of response. This kind of personalization is difficult to create on your own. That's why you need a trusted professional who can not only develop a personalized marketing outreach, but can automate it to create less work for you. Call us at 800-264-5934 when you're ready for personalized messaging and relevant print.