How to Get Personalized Offline
Facebook
Facebook
Twitter
Twitter
LinkedIn
LinkedIn
Email
Email
0 Comments
Comments
- Let the tactic dominate the strategy. Overpersonalization at a granular level just because you can is a classic campaign killer. For example, specific product recommendations/offers risk missing the incremental sales that a more basic category-level offer might capture.
- Go it alone. Personalized campaigns require integration of all key parties — creative, data management, production, etc. As a rule, the earlier you involve the cross-capability and cross-channel team in planning, the more productive and creative the application and subsequent results.
- Forget that small expense often yields big returns. Will it cost more? Maybe. Will it generate more lift? Yes. Focus on lifetime value rather than up-front cost.
The more you know about a customer, the better the dialogue and the more profitable the relationship. Moving past the introductory stage to craft the most relevant, individual message should be the goal of all marketers. How direct mailers use their unique resources to scale familiarity and reach this goal determines the importance of their roles in multichannel personalization.
0 Comments
View Comments
- People:
- Paul Costello
- Sam Sample
- Places:
- Boston
Paul Costello
Author's page
Related Content
Comments