Getting to Know You
Print
and digital personalization start with data. Whether you are using direct mail,
email, or mobile, your customers want your marketing communications to be
tailored to their interests and needs. Research from the Direct Marketing
Association found that when it comes to email, 58% of all revenue comes from
segmented and targeted messaging.
So
how do you do it? Until someone invents a data vending machine that spits out
just the right data in just the right way, we have to do it the old fashioned
way—by getting to know them. As with any relationship, this starts by asking
questions.
These
questions go beyond basic demographics. They get into what makes your customers
tick. For example:
- Are you targeting the right audience?
- What defines this audience?
- What matters to them?
- What motivates them?
- What interests them?
- Where and when can you reach them?
- What are their perceptions of your brand?
- What does their purchase journey look like?
- What are the touchpoints that matter?
- What trends can you identify?
These questions go beyond age, gender and location to include lifestyles, attitudes, and values. Once you have this information, you can create highly targeted segments that are more effective than demographics alone. You can also layer on true personalization to create an even more powerful recipe for driving sales.
If you have a ways to go in this area, don’t fret. This information can be obtained through profiling, purchasing additional data, conducting print or email surveys, and a variety of other techniques. (We can help.) Give us a call and let’s create a plan for getting to know your customers better!
* Questions taken from “The Beginner’s Guide to Audience Profiling” from Global Web Index.