Consumers today are surrounded with marketing messages everywhere they turn – digitally or in print form, on their phones, in the car or walking down the street. To cut through that clutter, marketers need to create campaigns that speak directly to their target.
To make that connection, marketers are increasingly using personalization. Personalized direct mail can generate anywhere from 2 – 15% better response rates than static direct marketing pieces. In email, the results can be just as dramatic. A study by The Aberdeen Group, a US-based analyst firm, reports that personalized emails improve click through rates by 14% and conversion rates by 10%.
These success rates are compelling. But the challenge for many marketers is that they often don’t have enough data about the customer to create a personalized campaign.
So, how do you reap the benefits of personalization when you don’t have a lot of data about your target?
Use What You Know
Even if you don’t have a lot of deep customer insight to use in a personalized marketing campaign, you can use what you do know about a customer to bring personal elements into the campaign.
locr’s maps are a great example of this type of easy personalized marketing. With the customer’s name and address, you can create a highly personalized map that that connects with your customer.
Once the customer responds to that message, you can then include that information in even more personalized mailing.