5 Tips for Leveraging Personalization in Your Marketing Efforts, Part 2
Some argue that electronic billing will dominate and make transactional print strategies moot. While that could eventually occur, the vast majority of consumers still prefer to receive statements via postal mail, even if they pay electronically. There's also no reason why electronic statements couldn’t contain personalized offers. The point is, look for more opportunities to get personal.
5. Leverage a customer profitability optimization model that includes communities of interest, product propensity, customer life cycle and value scoring. This provides a standardized process and framework for optimizing the intelligence from the data at an individual level.
Whatever your strategy, the key is to get started. Develop a personalization plan and keep working your way up the personalization ladder. Each step will bring new benefits and help generate the return on investment you need to justify further investments.
Bruce Jensen is group vice president of sales at Transcontinental Printing, a Saint-Laurent, Quebec-based provider of a full range of print and online personalization services. Rech Bruce at email@example.com.