Are you among the marketers who have not yet started sending personalized direct mail and email communications? Are you still using a “one size fits all” marketing strategy? If so, here are three data points that you should keep in mind.
- 80% of consumers are more likely to do business with a company if it offers a personalized experience. (Epsilon)
- 41% of consumers have abandoned a brand because of “poor personalization.” (Accenture)
- Targeted communications that are relevant and useful can create lasting customer loyalty and drive revenue growth of 10% to 30%. (McKinsey)
We live in a world in which consumers expect to be catered to. Not only are they willing to reward brands who cater to their wants, needs, and preferences, but they are willing to punish those who don’t.
Fortunately, “personalization” doesn’t have to mean knowing what color socks your customers put on in the morning. It can be as simple as knowing that they own a specific brand of car or that they are nearing retirement age. This way you don’t send suggestions for great off-roading trips to someone with a Smart Car or tips for building your career to someone who is looking forward to retirement.
If you aren’t yet personalizing your direct mail and other marketing communications, it’s time to start. It’s not as challenging as you might think, and the benefits are worth the additional investment. Best of all, you won’t be doing it alone. We’ll be right with you every step of the way.