Make It Personal: It's Not Optional Anymore | PMI

It used to be that personalizing your promotional products and direct mail marketing was something that made you stand out. You told personal stories, posed in professional headshots and made yourself seem as human as possible. 

It was something your competitors weren’t doing, so your customers and prospects took notice. However, today personalization has become so expected that people notice if you are not personalizing.  

While some marketers still are deciding whether to take the plunge into this form of marketing, fully personalized documents have been around for a long time. People are personalizing each email they send to connect to just one person. 

They get direct mail that reflects their likes and dislikes. You even can promote advertisements that fit perfectly to someone who’s been on your website recently through social media. 

Which brings us to an important point: If you still are sending static mail pieces, you’re competing with marketers who are not only speaking to their customers and prospects on a personalized level but who are seasoned at doing so. 

And it’s not going to stop anytime soon. In fact, the “battlefield of personalization” will continue to grow 

The good news is that it’s never too late to get started. Even with a simple basic customer list, you can create personalized pieces that are highly effective. Let’s take a look at three impactful but straightforward strategies. 

  1. Get creative with names.

It’s common knowledge that the first way to personalize anything, whether that be an email or mail, is an opening that greets that specific person. But you’re going to have to do more than that. 

Everyone personalizes by name these days, so use the recipient’s name creatively. Integrate it into the design in an engaging, eye-catching way. 

Try to incorporate their name into your product. For example, if you own a clothing company that makes personalized t-shirts, you could make a mock design for a business with their name on it. 

  1. Use one variable, but do it well. 

Sometimes a single variable can have a powerful impact on results if you pick the right variable and use it well. This is where previous data collected about your audience will be extremely helpful. 

If you haven’t been examining your audience, now is the time to start. You should be monitoring what kind of people like your product or service the most and identifying who you still need to bring in. All good marketing starts with verified current data. 

For example, will it help to target the mailing by gender? How about by ZIP Code? Would it help to add a map? Personalized maps work great for new businesses or new branches or locations. This is the data you already have. Use it! 

  1. Add new, fresh variables.

Determine which variables you don’t have but that would be helpful in your marketing, and add them. List companies allow you to purchase simple variables like home ownership or household income for the names you already have. 

This doesn’t have to be expensive, and it can boost your marketing effectiveness exponentially. Working with an experienced marketing company can make this process easier. 

Creative Marketing Services

Even if you are just getting started with personalization, you probably have more options than you think you have. So reach out on our website, and let’s talk about them.

Here at PMI, we’re more than just a marketing business. We offer out-of-the-box creative marketing services to fit every kind of business there is. With our expertise and commitment to creating a marketing strategy like never before, you can be sure that money spent with PMI is doing more than you ever could have imagined. 

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