I am a huge proponent of personalized marketing for bricks and mortar and professional practice business owners and I have outlined many strategies in my High Impact Marketing Manifesto.
Study after study shows that personalized marketing (done right) increases response and results. These days with all the advanced technologies, personalized marketing can go way beyond simply inserting your recipient’s name into your piece.
The more you know about your recipient, the more opportunities you have to craft a hyper-personalized message, but personalization can be a double-edged sword and when used incorrectly, it can have a negative effect.
In this article I want to show you a specific example that appears to be on the right track, but falls way short of its goal.
Some of the best direct mail I’ve seen over the years comes from area auto-dealers, but the example I received above, while it has some merit, is not one of them (click to enlarge).
Apparently this letter went out to service customers (which I am) and at first glance it seems to do a decent job of trying to create a personalized marketing experience by sending a special offer to current customers (this strategy in and of itself is an important reminder).
Specific to the mailer above, let me first identify two positive personalized marketing things they did right.
1) They are using my name and personalizing the letter to me and not “Dear Customer.” Do not underestimate the power of putting your recipient’s name in print, especially in your headline. It was the infamous, Dale Carnegie who said, “A person’s name is to that person the sweetest and most important sound in any language.”
2) They know my year and model of my car, which is a good […]