|
The Three Legs of Personalized Communications
 Why blanket customers with a uniform message when you can
appeal to them directly? Every customer is unique and if you want to see your
cost per lead drop and your response rates skyrocket, there’s no better way
than to appeal to each customer with the words, images, and graphics that make
them feel you are talking to them alone. Turn to the expertise of DMI for the
three legs of personalized communications.
For example, consider how the fictional XR Camera Company might
use the three legs of personalized communications to attract a recent customer
back to the store:
-
: A few days after
filling out the registration card on his new camera, Mark Santoro receives a
personalized brochure in the mail. The brochure has a photograph of Mark’s
XR-300 camera, along with text and other relevant pictures highlighting
available lenses, flash equipment, and other accessories for his camera. Within
the brochure, he is addressed directly by name. For instance,
"Mark, to learn
about more lenses and accessories matched to your new XR-300 digital camera,
along with other exciting promotional offers, check out your personalized web
site: www.XRcameracorp.com/Mark.Santoro."
-
: Once at the site,
Mark is again greeted by name and sees pictures and text relevant to his XR-300
camera and matching accessories. As a further incentive, Mark is offered a
discount coupon he can use at the store where he first bought his camera in
exchange for his filling out a brief questionnaire. In doing so, he reveals
that he’s primarily interested in travel and nature photography. Immediately,
links lead him within the site to lenses, accessories, and workshops that are
well suited to his interests. DMI’s personalized URLs provide built-in tracking
to enable continuous monitoring of the campaign’s progress based on Mark’s site
landing and entry of relevant information.
-
: Soon after his
visit to the URL, Mark receives a personalized follow-up e-mail, which was
automatically generated from the data he entered about his particular
interests. The e-mail’s copy and imagery is now even more targeted, focusing on
appropriate lenses and accessories for his XR-300 camera best suited to travel
and nature photography, and includes an invitation to sign up for a local
workshop geared toward these pursuits.
The value of personalized communications is very clear—instead
of letting the purchase of his camera be the “end point,” the camera
manufacturer has now begun an interactive relationship with Mark that should
only lead to greater customer satisfaction and product sales.
To find out how DMI's Print On Demand services will assist
your company please
contact us.
|