Big Guys Get Personal Too - The Direct Mail Man

What's in a name? If you've visited this blog before, you know that I'm a big believer in personalized marketing. If you sign up for my enews, you'll notice personalization in the subject line and in the body of the email. I don't do this because I think it's cool (even though it is), I do it because it increases my open rate and improves interaction with my readers like you.

In case you haven't already signed up for my free enews, you can click here. Of course by signing up, you'll also get to see examples of personalization.

Personalized Marketing from Big Companies: Don't take my word for it that personalization works, take a look at the marketing communication that you receive from large companies. I purchased a new Mazda earlier this year, and just this week I received the mailer pictured below.

At first glance, this may look like your average marketing piece, but upon closer inspection, you'll notice that my first name, "Blase," is personalized on the license plate. Pretty slick! You can click on the image above for a better view.

When the mail piece is opened, it references the specific model car that I purchased and makes recommendations for service based on how long I've owned the car. It also lists the address, phone number and service hours of the Mazda location closest to me.

This is just one example of the many personalized marketing pieces that I receive each week. Each day that goes by smart companies, both larger and small, are leveraging their customer data to personalize their marketing communication. Yes, that's right, even smaller companies can utilize personalized marketing; take a look at my recent post, Examples Showing The Power of Personalization in Marketing.

Remember, your customers want to know what's in it for them. The more personal and relevant your marketing piece is, the more likely they are to respond to it. As the percentage of personalized communication increases, your one-size-fits-all boilerplate communication will be more and more likely to get lost in the shuffle.

What steps are you taking to leverage your customer data and personalize your marketing? We specialize in personalized email and print communication. I hope you'll, contact me if you need help getting started with personalization.

Source: http://www.thedirectmailman.com/direct_mail_answers_for_p/2012/08/big-guys-get-personal-too.html

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