Data Media And Research

As most direct marketers know, if you have the correct name of an individual you should use it when communicating with them. There is no doubt that in the majority of cases as long as the name is correct and the person has opted in to receive the information, including their name in the communication does not do any harm. Individuals are much more concerned about what is in the email and what information they have to give in order to receive the information. So, when appropriate collect people's names but above all, prioritise collecting information that will enable you to send a personalised email that is really relevant to the user. Sending a standard email where the name of the individual is inserted into the top line and/or the subject line will make the email look personalised. Using information you know about the individual to tailor the content of the email will personalise the email in a way which will improve the success of the email campaign. The type and level of personalisation you use will depend on the product and/or service you are providing, the technology and resources you have in place, and if you are communicating to existing customers or new prospects. However, it is relatively easy to start to personalise and you can then establish if the benefits justify further investment. When preparing a campaign, it is important to consider what different customers or prospects will benefit from receiving and what information you will need to collect/profile in order to maximise the effectiveness of the information you send. The easiest way to find this out is to ask a selection of prospects and customers what information they are expecting to receive and then continually ask for feedback as you start to personalise the emails. When collecting information it is also important to only ask for details you will actually use. Additional data fields on a form can reduce the number of people who give you information, and the less relevant the informat