#7 - personalization
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TRANSCRIPT
Personalization in Direct Marketing
Direct Marketing tips by Mediapost Hit Mail
#7
From Me to You
Attn. Mr. John Smith
Managing Director
Smith Luxury JSC
Smith Luxury logo
Dear Firstname, Dear John,
As a Managing Director at Smith Luxury JSC you know well what direct marketing is all about. It’s about better results.
You know you need better results. But who can deliver them - without the hassle, and without the doubt of biased analysis and money spent for almost nothing.
Take a look in the services Mediapost Hit Mail is offering.
We do all the things you'd expect. Direct mailings, e-mails, SMS’s, calls, database building and improvement - and a few things you might not.
Need a new website? A pleasure. Unique codes generation for your promotional activities? Done. Want a lucky draw to be ran? Not a problem. Advice on your direct marketing efforts? How soon do you need it? Packing up your promotional materials and delivering them properly? Just try us.
With us you'll profit from some of the most ambitious direct marketers in Bulgaria - working for you for less than you can end up paying for, well, not-so-good direct marketers. You'll deal with us in person, not through layers of smiling receptionists and boring presentation meetings, without the frills - but with better results.
If it's anything to do with a better return on the direct marketing investment of Smith Luxury JSC, we can help. You’ll use the whole potential of your customer database. And even more, we’ll make it grow extensively.
John, why not try it for yourself? Just test what we do against what you're running. In some cases overnight, in others over a weekend. In all cases as fast as you need it. We work on any basis you’d like.
Except one. No speculative work. It's Mediapost Hit Mail. We do direct marketing.
Best regards,
Hristo Radichev, Country Manager
P.S. We’d like to get your results where they ought to be. We’ve done it for others, why not for you? Just call us at +359 2 962 86 29 or e-mail us: [email protected].
Personalization is on thecornerstone of the DM belief
The letter you’ve just read is an example of personalization in direct marketing. This means using data elements in such a way that the prospect or customer feels recognized. One of the three graces of direct marketing, as Drayton Bird explains, is that you can refer to your customers as individuals. That’s why its effectiveness is so impressive.
You can personalize by many features.
Some of them are: name(s), interests, gender, age, location, prior purchase history and message frequency preference.
Why Personalizing is Important?
It creates a relationship between you and your prospects/ customers;
It increases credibility and trust;
It differentiates you from your competitors.
Personalization in direct marketing
Including personalized return address labels for recipients to keep and use.
Creating solicitations referencing a prior purchase of “Product X.”
Adding personalized salutations on self-mailers and letters.
Including personalized expiration dates for memberships or subscriptions.
Printing the specific interest expressed by a member or customer in prior interactions.
Employing handwritten envelopes and lift messages.
Personalization benefits
Personalization is a key factor for boosting the response rate of your direct mail/ e-mail campaign.
Need a proof? Please continue reading...
e-mail campaigns
Customer response rates double when 3 to 6 persoelements are used incommunication.
And triple when 7 or more data elements are used.
Personalization can also affect a customer's willingness to remain subscribed to a company's opt-in database.
Messages that are not personalized receive a 0.7 percent unsubscribe rate, while the highest level of personalization decreases unsubscribe rates to 0.2 percent.
For direct mailing campaigns:
Research made by Direct Marketing Association
(DMA) proves that personalizing your direct mail
can lift your response rates by
What always works?
1. Differentiation based on the gender e.g. in salutation;
2. Using expression "you, yours" etc. (could be more formal like "yours”, “sir”, “madam“);
3. Letter should be written in first person;
4. It should be signed by a real person.
People talk to people.
Our 5 personalization tips:
1. Always be sure you are using clear database - one with no mistakes and in line with your level of relationship with recipients; wrong personalization makes people angry.
2. Use as much as you know about your customers for the personalization;
3. Test various personalization types;
4. Have in mind you are talking to real intelligent people; personalize carefully and keep your tone right - don’t be funny about serious things.
5. Whatever type personalization you are using, make it look like you are speaking directly to each person you are contacting.
A point to remember
Personalization doesn't mean plastering clients/ prospects’ names in every corner of the mail.
Personalization means embedding in the text of our appeals certain relevant and important facts we know about them.
James, as a full service dealer we have products and services to help you design, furnish and install workstations, reception areas and conference rooms. James, we are networked with wholesalers and distributors throughout the country to offer you an extensive range of products to meet all of your needs, Mr. Smith, and at a price that is guaranteed to fit your budget. And, James, we will personally deliver and install your office furniture for you so your project is done correctly, on-time and on-budget.
James, as a full service dealer we have products and services to help you design, furnish and install workstations, reception areas and conference rooms. James, we are networked with wholesalers and distributors throughout the country to offer you an extensive range of products to meet all of your needs, Mr. Smith, and at a price that is guaranteed to fit your budget. And, James, we will personally deliver and install your office furniture for you so your project is done correctly, on-time and on-budget.
More to come:
1. Why Do You Need Your Own Database?
2. How to Build a Database?
3. How to Manage Your Database?
4. How to Segment your Customers?
5. Tests - How to Run and Analyze Them?
6. The Deliverability Problem
7. Personalization
8. Online & SMS Promotions
9. Useful Direct Marketing Tips
10. How to Launch Your CRM Program?
11. The Advantages of Direct Marketing (Summary)
two more slides...
Our contacts:
9 Sveti Sedmochislenitsi Str.,
Sofia 1421, Bulgaria
Phone: (+359) 2 962 86 29
Fax: (+359) 2 962 86 29
Mobile: (+359) 885 360 715
E-mail: [email protected]
Web: www.MediapostHitMail.bg
just one more...
Dear reader,
I hope you’ve enjoyed the seventh presentation in the “Direct Marketing Tips” series. This time we got more direct in order to demonstrate the power of personalization. Doesn’t matter if you liked this approach or not - please share your opinion on it with us via e-mail at
or call us (+359 885 360 715). When you do, we'll send you a valuable incentive: you will get all the presentations as soon as they are available. Ready to be used in your company’s office.
Thanks!
Hristo Radichev
Country Manager, Mediapost Hit Mail
P.S. And if you have a friend or colleague who you think would like to meet us in person, please send us their e-mail as well.