You’ve probably received emails personalised with your name before, but did you know that as well as catching the eye, personalisation can actually have a tangible effect of up to 31%* boost in profits? Remarkably, 72% of companies say they know they need to implement personalisation in their marketing, but aren’t sure how to do it**.
Personalisation can mean everything from simply using your customer data to add recipients’ names into targeted emails, up to personally branded print marketing, content based on customers’ interests, and tangible items that let customers engage with your brand (Nutella and Marmite have done this by letting customers personalise their jars of chocolate hazelnut spread or yeast extract, for example…).
Personalisation is especially effective in print, letting you target relevant customers based on things like purchase history and location. The immediate benefit is that it attracts attention, letting you put relevant products and offers in the customer’s hands and driving up engagement rates. It also increases the usability of your materials, displaying products each customer wants, and helping increase enquiries, orders and, ultimately, your ROI.
But before you get started, there are just a few things it’s useful to remember to ensure you get the best response from customers. So here are our top tips for personalising all manner of digital, email and print marketing…
1. Set a clear objective
As with every piece of marketing, it pays to set a clear objective which you can use to measure the effectiveness of your campaign. Say, 100 calls to the dedicated phone number on your brochure, or 50 email enquiries off the back of a flyer.
2. Start small
Don’t get overwhelmed right away – start off with a small sample of customers, experiment with different kinds of personalisation, and test what works and what doesn’t.
3. Stay targeted
Segmenting your data by area of interest, age, product preference and more lets you offer customers the most relevant content and offers. For example, sending anyone who’s bought a shirt in the past six months your latest shirt collections, or sending an event invite to anyone who lives within 25 miles of the venue.
4. Clean up your data
Before embarking on any campaign, it’s a good idea to go through your database and have a good cleanse and check everything’s up to date. Depending on the size of your audience, this can be time consuming, but will pay off in the long run as you will be able to target by more parameters (and ensure you don’t send out an email with a ‘Dear XXX’ at the top. It happens…)
5. Don’t overdo it
While personalisation helps build up customers’ trust, don’t go too far. Overdoing it can impose on people’s privacy and end up with them unsubscribing or opting out of your marketing altogether.
Successfully targeted customer communications are always going to be more effective than generic campaigns, instantly catching your customers’ attention and making them feel valued, which in turn builds up a trust and makes them more likely to purchase from you or use your services in the future.
Flight Centre and MatrixCMS
One of the big benefits of MatrixCMS is how it lets you personalise your print marketing in order to target markets. By automating the production process, it frees up your time so you can plan more effective, personalised, segmented campaigns which will help engage more customers. MatrixCMS also allows for easy production of personalised, bespoke catalogues and brochures depending on very specific customer segments and needs.
For example, independent travel retailer Flight Centre use MatrixCMS to create bespoke travel itineraries for customers. Using our solution, their travel experts are able to create a tailored booklet for each customer that includes not only a full detailed itinerary but all the destination artwork and photography associated with their travel options. This is a fully automated process that is completed in about 20 seconds and is all done via a web browser.
** Red Eye, ‘Getting your personalisation off the ground.’