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Friday, May 13, 2011
Segment and Personalize
Today, people demand to be spoken to as individuals. It’s no longer viable to send a
mailing to “current resident.” The more you
know about your customers/donors/prospects, the more effectively you can use that information to speak to them — and
the more likely they will respond. Here's a few tips from "Matt's Rules" - Content
that is tailored to the individual is far more compelling and will typically outperform generic, one-size-fits-all copy.
- Personalization adds importance and credibility to a mail piece. Digital printing not only
allows you to incorporate the person’s name, but also include personalized audience-connecting dialogue and graphics.
- Personalization can also give consumers a sense of trust by bonding
them with a company agent or representative. By including a photo and other specific agent information, consumers get a sense
of familiarity that can help with follow-up contact and relationship management.
Bottom line? The more personalized the message, the greater the response rate.
HOW QR CODES BUILD BUSINESS
Instead of posting a long website address that your audience is likely to forget by the time they get to their computer, place
a QR Code on your printed piece. Whether it’s an advertisement, direct mail, business card, flyer, or exterior street
signage, your potential consumer can immediately gain access to what your company is about, what you’re promoting, and
you can nudge them to act now instead of the dreaded “maybe later.” And to top it off, you can track and analyze
the results of your printed pieces. After all, if you can’t measure it, you can’t improve it or repeat it. Marketing
shouldn’t be guesswork
7:37 am edt
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