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direct mail , email newsletters , marketing strategy

Personalizing Your Marketing Strategy

If someone asks the question, “Who is your target market?”, have you been known to respond, “Everyone”?

If you have, please continue reading.

Do your customers applaud your marketing efforts?

While you may want as many people as possible to purchase your product or service, it is very unlikely that “everyone” will. But, you’ve heard this before, right?

Why is it that we all know that we need to pick a group best suited for our business, but we continue to use a “throw it against the wall and see what sticks”, widespread marketing approach?

Which activities have you done in the past?

  • Cold calling a listing of businesses of no particular group or location
  • Cruising a neighborhood in your vehicle to note all the companies you will contact
  • Mass emailing everyone in your address book
  • Stamping postcards “Resident”, “Business Owner” or my favorite “Decision Maker”

It’s time to start personally connecting with your potential customers. Personalized marketing has a higher response rate than haphazard and impersonal messaging.

Here are some suggestions to personalize your marketing strategy:

  • Take the time to uncover the names of the individuals who should receive your mailings. For example, addressing a postcard to “Marketing Director” will most likely be ignored, but a postcard addressed to “Ben Affleck, Marketing Director” will at least get a quick glance.
  • Only connect with people who know you. If you send your email newsletter to everyone in your address book, you are going to receive a high unsubscribe rate, or worse, have all future communication from your company marked as spam. Only connect with people who have an established bond with you (i.e. you are members of the same networking group).
  • Identify your bond with the individual in your correspondence. You may see at the top of your email, “You are receiving this email based on the relationship you have with Company XYZ”, but this statement does not describe this “relationship”.
  • Try a handwritten note. It’s a lost art, but when executed properly, it is a very powerful marketing tool. Sure, it may take longer to write a personalized message on a postcard, but your potential clients will take notice. If this takes too long, try adding a personalized phrase on a preprinted postcard and handwrite the contact’s name and address.

I can speak from personal experience that this approach works and has secured a number of clients for Freshly Baked Communications over the years. Has this approach worked for you? Feel free to share your experiences with personalized marketing in the Comments section.

About Lauren Young at Freshly Baked Communications

Author of "Pour - Marketing Success Starts with the Right Ingredients" and the CEO/Founder of Freshly Baked Communications. Visit my website at http://www.FBC-Chicago.com.


4 Responses to “Personalizing Your Marketing Strategy”

  1. Lauren, this is great advice to help get applause at the next marketing meeting. Keep up the good thoughts.

    Posted by Noreen Natale | May 5, 2010, 7:46 pm
  2. Thanks for the post Lauren. I totally agree that personalizing your marketing efforts is extremely important to increase their effectiveness. There now exists a host of tools that can help automate this process. With these tools you can easily intersperse key pieces of customer information within your message, giving it a more personalized feel. To take it a step further you can segment your target audience in to smaller, more similar groups and then create content specifically for each subgroup. These solutions are definitely not as personal as your suggestions, but are very helpful if you are targeting larger groups.

    Posted by jbyers | June 4, 2010, 8:10 pm

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