Personalisation is no longer the new kid on the marketing block. Today we receive customised direct mail, emails, even video, often without realising the content has been specifically chosen to suit our demographic or previous brand interaction.
So why are marketers opting for personalised 1:1 communications?
People tend to choose businesses who remember them and demonstrate some familiarity (too much is creepy, so beware of crossing the line). Using a name or other unique feature about a customer will make them feel important, special and validated, making them more likely to return.
Just like a face to face conversation, if someone remembers and uses your name, you tend to like them that little bit more. Personalisation is interpreted as being caring and empathetic, and creates a stronger bond with your brand, product or service.
PERSONALISATION IN DIGITAL
Data driven digital personalisation is still really in its infancy.
We’re not talking about the bots that track and provide re-marketing services from your website interactions, but real customisation based on previous behaviour and purchase history. From data, we generate personalised landing pages, pre-populated donation forms, personalised emails, personalised imagery, and customised PDF books and documents.
Personalised landing pages provide the link between direct mail and digital channels. Use a personalised URL (PURL) to bring customers to their own customised landing page. Include personalised imagery, graphs and custom content based to continue the conversation.
Similar to landing pages eDMs can draw on a whole range of personalised features far beyond the salutation. Change image and content to suit past behaviour, include graphs that present personal statistics or circumstances.
PDF BOOKS & DOCUMENTS
Collect information and present customers with a personalised PDF document. this is a great marketing tool for generating brochures containing highly relevant information. The perfect example would be buying a car. The colour, model and accessories in the brochure would change depending on the customer’s selection.
HOW DIGITAL PERSONALISATION WORKS
This form of personalisation is drive by, drumroll please, your DATA, so naturally the first step in any campaign will start with your customer database. Don’t worry if all that includes is a name and email address, this is a great starting point to build on.
How much do you really know about your customers? Yes, there are assumptions that can be made, but nothing beats factual data collected direct from your customer. Everything from their purchases, preferences and contact details, to their likes, habits and hobbies. This is where data driven marketing really outshines its competitors, because every outbound message can be different.
Data enrichment is an easy starting point for many brands already sending regular outbound digital communication. Start simple and ask your customers to validate any existing information, plus collect one or two bits of ‘non threatening’ new information.
The more information you have, the more targeted your marketing can become. No two customers need ever receive the same generic email again.
PERSONALISED LANDING PAGE
PERSONALISATION IN PRINT
Print is probably one of the most well known and well used forms of personalisation today. This channel will handle everything from simple letter salutations, to personalised imagery, graphs, tables and content. It’s also easier, and more budget friendly to prepare and execute than personalised digital or video communication.
As personalised print is generally delivered via mail, it’s important to choose a supplier with experience in both areas. Preparing, printing and processing customised content is complex, with many checks and procedures required to ensure accuracy.
Here are a few easy options for personalising printed content.
For retail or multi division outlets this is an obvious way to drive foot traffic into your stores. Define geographic locations by a postcode or suburb name, or a flag in your data. Provide image files of correspoding maps leading customers directly to your front door.
The most common type of name personalisation we see is in the salutation block of a letter. Be open to using a customer’s name in more creative ways, like imagery. For more information on creating personalised images, check out our fact sheet Preparing for Personalisation.
This is a powerful tool for representing and influencing future behaviour. Use graphs and tables to demonstrate a customer’s ‘potential’ by using your product or service.
PERSONALISATION vrs CUSTOMISATION
If you’re only adding your customer’s first name to direct mail, you’re missing a huge opportunity. Consider personalising your images as well as your content.
Firstly, let’s clear up the fine print.
Although many providers group personalisation and customisation together, PIVOT views them differently. Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile.
Although many providers group personalisation and customisation together, the Printcraft software views them differently.
Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile.
PIVOT personalises content and imagery with a name, birthday or other unique feature to grab attention. It might use your customer’s suburb in the copy to create a personal relationship, and their name in the clouds to make a WOW statement.
Customisation creates relevancy and interest with content and imagery, not necessarily personalised, but still resonating with the individual because of past purchse history, profile, or stage in the buying cycle.