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0800 917 6377
Personalisation - “the process of making something suitable for the needs of a particular person”
(The Cambridge Dictionary definition)
Personalisation, in the marketing world, is achieved by utilising a database to add specific information to a communication or webpage. The simplest format is adding a name and address to a letter or a name to the subject line of an email. Even these simple acts of personalising a communication can result in increased response rates.
However, personalisation can be much more exciting and create more impact…
Consider this scenario. You’re looking to buy a new car and visit the local dealership. Having talked to them about the model, colour and accessories you go home to consider your options.
A couple of days later a lovely brochure for the exact model and specification you viewed drops through your letterbox. Maybe it contains a link to a PURL (personalised web page) showing images of your chosen model, content specifically for you and all forms pre-completed with your details.
Importantly for the dealership, they can track who has visited their PURL and can follow up accordingly – maybe via automated email or another printed direct mail.
It’s powerful multiple channel marketing but most importantly its personalised and relevant.
…with personalised images to boost response rates on your next campaign.
You may have seen these types of image where your name is written in the clouds or in the sand to tempt you into booking a holiday with your favourite travel company. But we would advocate an approach where the text is in a place you are expecting to see it - maybe a car number plate:
Consider the goals for your next campaign and how including personalisation could add impact and relevance to make it more successful. Think beyond ‘name and address personalisation’ and create a powerful, personalised multichannel marketing campaign across email, print and PURL.
Give us a call at Print4London.com to find out more about personalising your direct mail and integrated campaigns and communications.