Personalization in direct response marketing is not a new concept. Marketers and copywriters have been adding personalization fields like name and address to the granddaddy of direct response channels—direct mail—for decades.
However, personalization has evolved well beyond these simple techniques. And as technology advances, it has become increasingly important to customers.
Here are our guiding principles when it comes to direct response:
- Personalization is vital to producing loyal customers.
Customers expect brands to align messaging, products, and offers to their unique and evolving needs and preferences. In fact, 80% of customers say the experience a company provides is as important as its products and services. - A personalized approach is just as important in B2B as B2C marketing.
According to Salesforce research, 83% of business buyers and 84% of consumer buyers say being treated like a person, not a number, is very important to winning their business. - Use personalization organically and conversationally.
We all know personalization is a good strategy. However, overusing it can come across as contrived and disingenuous. Have you been in a conversation where someone used your name so often it became uncomfortable? The same is true in direct response. The best uses of personalization are those that are most natural. - New advances in technology enable real time personalization.
“Umbrella” or “rain jacket” promotions that include a local weather feed; upcoming events happening near you; being able to relate to where your customer is in any given moment can be very personal. For example, one of our successful campaigns for a credit protection product included a variable banner with a reassuring message based on whether the customer opened it in the morning, afternoon, evening, or overnight. - Look for opportunities to collect zero party data.
Some of the most effective campaigns are those that use data that comes directly from your target audience, like their interests and preferences. For example, we created a series of promotional emails to encourage small business owners to consider a business credit card. One of the early emails included a survey asking whether they preferred cash back or rewards points. Based on response, prospects received an email about credit card options based
on their reward preference. - Trustworthy data is crucial.
Have you ever gotten a direct response promotion where your last name was cut off or spelled incorrectly? Or, as a business owner, your company name included your “doing business as” information? While your organization may have data, it’s important to know if it can work for your intended use. Some organizations choose to create “nickname” fields to ensure that the data fields used for personalization are customer friendly. - Make personalization a key factor in your omnichannel experience.
From customer service to retargeting, consumers and business buyers expect personalization to carry across all touchpoints within your organization, creating seamless experiences.
There has never been more pressure on brands to provide meaningful experiences. When you can use personalization to demonstrate that you understand the customer’s wants and needs, you can deliver communications that are timely, relevant, and effective.