So everyone knows that personalization makes things feel special. When you receive something in the mail, do you want it to be something generic and forgettable? Do you want it to be the same old boring, repetitive marketing that you see from any other company? Of course not!
Print marketing doesn’t have to be boring, and it certainly doesn’t have to blend in with its’ competition. There are even a number of different ways you can engage your customers by personalizing your print.
Not only will you connect with your customers more, but you will also increase your response and conversion rates by personalizing your message, whether in print or email. But “personalizing” doesn’t just mean using data to swap out images and text based on the information you have in a database. Personalized printing has to feel personal. Let’s look at four best practices that must be the foundation of all personalized print (and email) marketing efforts.
1. Follow the basics of good marketing.
Personalized print might be personalized marketing, but it is still good old-fashioned marketing, too. That means many of the same guidelines and rules for marketing still apply. Ultimately, all of the elements—the creative, the list, the message, the offer, the segmentation, and the call to action—come together to determine success.
2. Focus on relevance, not data.
It doesn’t matter how “personalized” a document is. If it isn’t relevant to the person receiving it, it is worthless. Take marketing to sports enthusiasts. You don’t want to try to sell baseball gear to a football nut – they couldn’t care less about baseball. Similarly, you wouldn’t try to sell a vegetarian on cheaper meat prices at a grocery store. Before you get too far into the personalization process, make sure the document is relevant to the customer first. You can personalize a document to the hilt, but it’s a waste of print and postage if it’s not relevant.
3. Get to know your customers.
The more you know your customers, the more relevant your message can be. After all, you’re not going to know what’s relevant to your customers unless you get to know them first. What don’t you know about your customers that might allow you to be more relevant in the future? To find out, do a customer mail or email survey. Purchase data from a third party. Set up a form on your website. Ask questions and get feedback that will let you reap better results over the long term. There are many different approaches you can take, the important part is you are gaining valuable knowledge about what your customers like and don’t like.
4. Invest in your data.
To get personalization right, you need to invest in your database. This takes time and resources, but it is one of the most important investments. Develop a primary database, refine it, add variables, and keep it clean and updated. Make sure all of the new information you gather goes back into the database to be used in future marketing programs. You don’t need to be an expert in data to develop a significant data set. That’s where we can help.
PMI has a variety of creative marketing services to help you create an unforgettable customer service experience, so don’t hesitate to reach out and find out how we can help. If you understand the importance of personalized marketing, you can see why getting the most out of it can leave a lasting impression on your customer base.
Remember, personalization is a powerful tool, but it cannot work alone to get the big pay-off!