It’s time you say goodbye to mass marketing and hello to highly personalized and data driven communications. It’s nearly 2022, after all. Personalized marketing is more effective, drives better responses and has a greater ROI.
One of the most important pieces in personalization is data. You need to know who you are marketing to in order to reach them on a personal level. This is where segmenting your audience comes into play. The more specific you can get, the better.
Let’s take a look at one of our own case studies to see how we used data to drive better results. Our client, a financial planner, was trying to get prospects to attend a dinner seminar where he could educate them on his services and expertise in person. We knew that a direct mail invitation using variable data as well as a personalized URL would work well. We also knew his target audience was people over the age of 45 with a high net worth.
That’s a great start, but the demographic was still quite broad. We narrowed it down even further into age groups of 45-55, 55-65 and 65+ who were either men, women or married couples.
This is where the power of data intersects with the function of variable print data to create marketing magic. We were able to use the database to automatically change the imagery of each invite to better reflect the recipient. So, for instance, a couple in their 40’s would get a picture of a similar aged couple, perhaps with teen children and messaging was focused on paying for college and saving for retirement. A single woman in her 70’s would receive an image of a similar aged woman and messaging was centered around making sure her assets were protected to ensure she could fully enjoy life.
Each person received relevant messaging and imagery that best matched their own life stage. This was much more effective than if we sent out a generic invitation in a one-size-fits-all scenario. And we have data to thank for it!
So, consider how data can be used to springboard your next campaign!