Personalization: It Doesn’t Have to Be Complicated | PMI

It’s no secret that consumers of today want to feel seen by companies. They want to feel like every social media post, every tweet, every email in a direct mail marketing strategy is personalized for them. 

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? 

The good news is, 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 lots of data. Even a single data point can make a difference. 

For example, if you are 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.

Another easy way to get basic data from your consumers is by connecting with them on social media or through a survey. Asking them simple questions about products or what they prefer to use or do can give you user data you can use in the future without taking a lot of time and energy. 

  1. 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.

For example, if you’re a travel business breaking down your images in your promotional products or something along those lines, you could use one image for couples, one image for single travelers/business professionals and another for families that travel. 

  1. Reinforce using multiple channels.

People love a good followup, whether that be through email or direct messaging. By following up with clients, you show them you’re invested in what they want and want to provide them the best service possible. 

Use multiple channels to reinforce your messaging. If you send a direct mail offer, you might follow up with an email a few days later. “Hey, Julie, did you see that super offer we mailed you a few days ago? Don’t miss out!” 

  1. 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?”

  1. Send a gift now and then.

Send a surprise gift now and then. If someone places an order, include a small gift related to that item. 

One retailer does this exceptionally well: If customers order “girlie” things, it sends them a “girlie pen.” If they like pizza, it puts a pack of pizza gummies in the box. Not surprisingly, this brand gets extremely high marks from its customers.

Don’t forget the power of social media. A simple followup message or like on an Instagram story they posted with your product in it can go a long way. 

Work With Us

Customers have more purchase options than ever before. What will make them stick with you? If it is the personal experience, make it a great one.

By working with the skilled professionals at PMI, you can create a personalized and impactful marketing strategy that not only gains new customers but keeps them coming back for more. 

If you need help with creative marketing services, reach out on our website today.

Northern California
33200 Transit Avenue
Union City, CA 94587
P 510.931.7000

Southern California
6790 Embarcadero Lane, #100
Carlsbad, CA 92011
P 858.800.4424

terms & conditions
© Copyright PMI 2020

Have a question? Talk with us now.

Stay informed with BANISH BORING,
our quarterly email newsletter.