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 information is that you are asking for then the less accurate information people are likely to give. E.g. If a user is on a car insurance site and is asked for insurance renewal data they are likely to give the information as they can see how this is relevant and will improve the service they receive. If they are then asked salary or age of children a percentage of individuals will drop out because these details are not related to what they are doing.

Areas to consider when personalising emails.

Type of customer

+ Where are they in the buying cycle? In most cases prospects, new customers and long term customers require different types of emails targeting their needs.

+ What area of the business are they most interested in. This information can be gained from where they came from, what they searched for, what they have purchased in the past and what the user asks for. N.B. Ensure you clearly state on your website and at the point of collecting data what the information will be used for (for further details see the DMA best practice guidelines available to download on the DMA website).

Location of customers

+ Does the location effect where the individual will go to buy your product or service? Mention local stores if relevant or if running promotions use local reference points for relevance.

Reference to past communications

Referring to past positive experiences the customer has had with you will reinforce why the user should continue to use your product or service.

Relevance

If there is topical or related information that you know the user will find useful, be the first to provide this information to them. Even if it does not result in an immediate sale it can instil confidence and position your company in a very positive helpful light which will help to build the relationship for the future.

Don't let personalisation end at the email. Make sure landing pages they visit and their whole website experience is a continual personalised journey. The more reliant the information is on information you hold in your database, the more crucial it is your database is maintained correctly. Don't get it wrong, personalisation done badly has very negative effects with people unsubscribing, not using your business and being turned off by the lack of professionalism.