personalizing marketing communications

How to make your marketing resonate

If you’ve ever been forced to sit through an advertisement that has nothing to do with you or your lifestyle, you know exactly how the average consumer feels most of the time. No one likes to have their time wasted, and misdirected or over-generalized marketing is exactly that: a waste of time. Keep this in mind when you reach out to your customers, whether telling them about a new promotion or simply sending them a bill.

The more marketing experts delve into the minds of modern consumers, the more they realize that impersonal promotions often have the opposite effect they intended. To avoid this, many companies are turning to a tried-and-true marketing technique – direct mail marketing – to help them target specific groups of customers and engage them on a more personal level.

The spice of life

All of your customers are different, so it is crucial that you treat them as individuals every time you communicate with them. According to ChiefMarketer, great direct mail marketing is all about understanding your customers and sending them unique and varying content tailored especially to them. This can mean everything from sending special birthday messages and mailing offers that incorporate a consumer’s specific interests (music appreciation, say, or or an intense love of pizza). No matter how you decide to do it, remember that materials aimed at a specific demographic will be much more effective than shopworn form letters.

Know your customers

Knowing what type of direct mail messages to send requires a deep understanding of your customers. Luckily, modern technology can pay huge dividends. Business2Community recommends using information from your customer’s social media activity to help you understand their demands, preferences and proclivities. Direct mail marketing may be a seasoned tactic, but combining it with newer technologies and strategies can breathe new life into it.

Practical matters

Having the time and resources available to sit and write a personal letter to each and every one of your consumers would be an ideal way to ensure that they always feel valued, but this type of investment is impossible. However, with new business software such as variable data printing, it is possible to send personalized messages to your customers without spending countless hours addressing individual notes and envelopes. Using VDP, you can send carefully targeted messages to incredibly small slices of your customer base – all with simple, easy-to-use software.