When it comes to #personalization in marketing, both digital and #print, are you still on the sidelines? Do you want to give personalization a try, but think it’s too complicated? It doesn’t have to be. Here are five ways to think about personalized marketing to kick-start your efforts.
1. Relevance doesn’t require tons of data.
Customers want their experiences to feel #personal, but this doesn’t require a ton of data. Even a single data point can make a difference. For example, if you own a pet store, you can segment your mailings into those for cat lovers and those for dog lovers. Or those for reptiles, birds, or fish. That one data point is enough to transform recipients’ experience from generic to highly relevant.
2. Personalization can be as simple as an image.
One of the simplest ways to personalize a #mailing is by using images. You can make a national mailing instantly seem more personal simply by swapping out the primary image based on geography, gender, or household income.
3. Reinforce using multiple channels.
Use multiple #channels to reinforce your messaging. If you send a direct mail offer, follow up with an email a few days later. “Hey, Julie, did you see that great offer we mailed you a few days ago? Don’t miss out!” That one added step can dramatically increase your response rate.
4. Track everything.
When many people think about tracking, they think about response and conversion rates. But you can track other things, too. For example, which product pages on your website are people visiting? Which do they stay on the longest? If you notice the traffic to your zero-turn mowers is going through the roof, it might be time to send out an email or direct mail piece featuring the latest and greatest mower, saying, “Hey, Bob. Got lawn care on your mind?”
5. Send a gift now and then.
Send a surprise gift now and then. When someone places an order, include a small gift related to that item that shows you're going above and beyond to know your customer. Those small efforts can mean something big to a #customer.
Customers have more product and service options than ever before. What will make them stick with you? Make their experience with you personal to stand out. Lexinet can help you get personal. Let's chat!
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