{"id":7711,"date":"2021-02-15T13:30:42","date_gmt":"2021-02-15T18:30:42","guid":{"rendered":"https:\/\/paragraphinc.ca\/make-your-marketing-more-nimble-with-digital-printing-copy\/"},"modified":"2021-03-18T10:46:58","modified_gmt":"2021-03-18T14:46:58","slug":"make-your-marketing-stand-out-with-personalization","status":"publish","type":"post","link":"https:\/\/paragraphinc.ca\/en\/make-your-marketing-stand-out-with-personalization\/","title":{"rendered":"Make your marketing stand out with personalization"},"content":{"rendered":"

[vc_row][vc_column][vc_single_image source=”featured_image” img_size=”full” css=”.vc_custom_1611960388051{margin-bottom: 28px !important;}”][vc_column_text]<\/p>\n

Increase your impact with variable content and personalization<\/strong><\/h3>\n

What if someone told you a secret that would increase your marketing campaign\u2019s response rate by 25%? What about 50%, 100% or more? And what if they told you the same secret would improve brand loyalty and customer engagement?<\/p>\n

You\u2019d be excited, right? Well, the secret isn\u2019t really a secret at all. It\u2019s personalization of your marketing program.<\/p>\n

Highly personalized one-to-one marketing permits you to deliver individualized content to your target audience. When done right, this kind of personalized marketing improves your customers\u2019 experience, increases brand loyalty and drives a sense of connectedness between your customers and you.<\/p>\n

Very few marketers are well-informed about the impact of personalization, and even fewer put it to its best use. With advanced digital color applications, you can create personalized printed pieces that go far beyond individual names and addresses. The entire graphic image can be changed from one piece to the next, without slowing production or adding costs. (And once the programming has been done and the graphic images have been adapted, the production cost is the same no matter how much variable content you might use<\/em>.)[\/vc_column_text][vc_row_inner css=”.vc_custom_1612968586479{margin-bottom: 24px !important;padding-right: 0px !important;padding-left: 0px !important;}”][vc_column_inner width=”3\/4″][vc_column_text css=”.vc_custom_1612898891329{margin-bottom: 0px !important;padding-right: 5% !important;}”]<\/p>\n

Why personalization works\u00a0 so well<\/strong><\/h3>\n

People love to receive promotions that make them feel special. When a promotion is about them, they want to see more. A recent study by the DMA showed that using at least three points of personalization can improve response by 10 times or more. Yes, 10 times! Imagine what your next print marketing campaign would look like if your response rates improved by only 100% or 200%. The return on your investment would be staggering.<\/p>\n

The benefits are clear:<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1613161023325{margin-top: -15px !important;margin-bottom: 0px !important;}”]<\/p>\n

    \n
  • You can improve your customers\u2019 experience by offering a more personalized approach.<\/li>\n
  • You can increase brand loyalty with successful personalization, by treating your target audience as unique individuals.<\/li>\n
  • You can boost engagement with your customers and prospects<\/li>\n
  • You\u2019ll also strengthen their emotional connections with your band.<\/li>\n
  • And ultimately. you\u2019ll drive revenue by identifying and responding to your customers\u2019 specific interests and needs<\/li>\n<\/ul>\n

    [\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/4″ css=”.vc_custom_1612899788808{padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;background-color: #e6e6e6 !important;}”][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e”][vc_empty_space height=”30px”][vc_column_text css=”.vc_custom_1612896709162{margin-top: 18px !important;margin-bottom: 0px !important;padding-right: 5% !important;padding-left: 5% !important;}”]<\/p>\n

    People crave attention:<\/b><\/h3>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612896635837{margin-top: -12px !important;}”]<\/p>\n

    Three points of personalization<\/strong>
    \ncan improve response by<\/strong><\/small><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612890773639{margin-top: 36px !important;}”]<\/p>\n

    10x<\/span><\/span><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612896769039{margin-top: -12px !important;margin-bottom: 0px !important;}”]<\/p>\n

    \u2014 Direct Marketing Association<\/span><\/em><\/small><\/p>\n

    [\/vc_column_text][vc_empty_space height=”12px”][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e” css=”.vc_custom_1612896774785{margin-top: 0px !important;}”][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text css=”.vc_custom_1612968707130{margin-bottom: 12px !important;}”]Simply put: there\u2019s a big payoff in anything you do to engage your customers. You can start simply, by tailoring your message and connecting with your customers on a personal level, by using traits such as age, gender, location and interests.<\/p>\n

    Personalized content makes your message more engaging to each audience member. And the more relevant you are to each member of your audience, the greater attention you\u2019ll receive. After all, we\u2019re all more connected to content that interests us.<\/p>\n

    There\u2019s overwhelming evidence that good personalization can improve response rates by two, three, four, five or six times. Really![\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner css=”.vc_custom_1612968768365{margin-top: -12px !important;margin-bottom: 18px !important;padding-right: 0px !important;padding-left: 0px !important;}”][vc_column_inner width=”1\/3″ css=”.vc_custom_1613057331965{margin-bottom: 24px !important;padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;background-color: #e6e6e6 !important;}”][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e” css=”.vc_custom_1612893187715{margin-bottom: 36px !important;}”][vc_empty_space height=”18px”][vc_column_text css=”.vc_custom_1612897109177{margin-top: 18px !important;margin-bottom: 36px !important;padding-right: 15% !important;padding-left: 15% !important;}”]<\/p>\n

    Personalization works:<\/b><\/h3>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612897052119{margin-top: 18px !important;}”]<\/p>\n

    75%<\/span><\/span><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612893373520{padding-right: 10% !important;padding-left: 10% !important;}”]<\/p>\n

    of buyers are much more likely to buy from a brand that addresses them by name and knows other relevant things about them.<\/strong><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612892757487{margin-top: -12px !important;margin-bottom: -12px !important;}”]<\/p>\n

    \u2014 Accenture<\/span><\/em><\/small><\/p>\n

    [\/vc_column_text][vc_empty_space height=”42px”][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e”][\/vc_column_inner][vc_column_inner width=”2\/3″][vc_column_text]<\/p>\n

    Putting personalization to work<\/strong><\/h3>\n

    Cutting-edge digital presses can print variable data at high speed and low cost \u2014 permitting you to create completely variable versions of your marketing program, start to finish \u2014 pulling images, copy and other components from a database and using them in formats built around preset variables \u2014 such as gender, location, marital status, special interests, buying history or donation history.<\/p>\n

    Your individual messaging aimed at each recipient will produce exciting rates of response and returns on investment. And as you learn more about your customers and prospects, you can create even more highly personalized marketing messages \u2014 messages that are so customized that the response rates are almost too good to be true.<\/p>\n

    Get started by running a small test<\/strong><\/h3>\n

    It’s not hard to get started in using personalization. Of course you won\u2019t immediately allocate your entire budget to personalized programs. A small but meaningful test is a great way to start. Why not set aside 10% of your next project\u2019s run length to test personalization, and decide for yourself. after you\u2019ve seen the tangible results.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_column_text]<\/p>\n

    How much does personalization cost?<\/strong><\/h3>\n

    Every program is different, but a general guideline is that a personalized campaign might be 10 to 15% more expensive than a standard campaign without personalization. The return is so much higher that it far outweighs the small increase in initial investment. After you see the results from personalized programs, you\u2019ll undoubtedly try some new approaches, but nothing works until you give it a try.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner css=”.vc_custom_1612897286640{padding-right: 0px !important;padding-left: 0px !important;}”][vc_column_inner width=”2\/3″][vc_column_text css=”.vc_custom_1612899241806{padding-right: 10% !important;}”]<\/p>\n

    Preparing for personalization<\/strong><\/h3>\n

    It’s not an overnight project to launch a personalized marketing program. The biggest step is gathering the data for use for use in the campaign. And then you\u2019ll want to compare different personalization approaches to find the right one for you.<\/p>\n

    You may already have enough data to start a campaign. Now you have to organize the data and design a piece that puts the personalization to good use. (If this is something\u00a0 you need help with, we can assist you in formatting your data and creating a campaign that works for your goals and your needs<\/em>.)<\/p>\n

    As your database of customer information grows, you\u2019ll be able to analyze patterns and\u00a0 customer pathways, so you can develop a more detailed and personalized image of each customer \u2014 using factors such as behavior, demographics, affinities, sentiment and attitude.<\/p>\n

    The results may take some time to evolve, but as your experience and database grow, you\u2019ll become more proficient \u2014 driving results and providing ROIs that are very impressive indeed.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/3″ css=”.vc_custom_1613057343065{margin-bottom: 24px !important;padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;background-color: #e6e6e6 !important;}”][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e”][vc_empty_space height=”24px”][vc_column_text css=”.vc_custom_1612894797554{margin-top: 18px !important;margin-bottom: 18px !important;padding-right: 15% !important;padding-left: 15% !important;}”]<\/p>\n

    It’s easy to get personal information:<\/b><\/h3>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612894654714{margin-top: 36px !important;}”]<\/p>\n

    83%<\/span><\/span><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612895321221{margin-bottom: 6px !important;padding-right: 18% !important;padding-left: 18% !important;}”]<\/p>\n

    of customers are willing to share their data to create a more personal experience.<\/b><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612894708246{margin-top: -12px !important;margin-bottom: -12px !important;}”]<\/p>\n

    \u2014 Accenture<\/span><\/em><\/small><\/p>\n

    [\/vc_column_text][vc_empty_space height=”24px”][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e” css=”.vc_custom_1612890947114{margin-top: 0px !important;}”][\/vc_column_inner][\/vc_row_inner][vc_column_text css=”.vc_custom_1612895951695{margin-bottom: 28px !important;}”]You\u2019ll be building a meaningful one-to-one experience for your customers. It\u2019s a process worth investing your time and attention \u2014 and marketing dollars \u2014 so you can drive your results in customer acquisition, engagement and retention.[\/vc_column_text][vc_row_inner css=”.vc_custom_1612897295774{margin-top: -12px !important;margin-bottom: 12px !important;padding-right: 0px !important;padding-left: 0px !important;}”][vc_column_inner width=”1\/3″ css=”.vc_custom_1613057351803{margin-bottom: 24px !important;padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;background-color: #e6e6e6 !important;}”][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e” css=”.vc_custom_1612893187715{margin-bottom: 36px !important;}”][vc_column_text css=”.vc_custom_1612895870985{margin-bottom: 36px !important;padding-right: 15% !important;padding-left: 15% !important;}”]<\/p>\n

    The results are startling:<\/b><\/h3>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612895894452{margin-bottom: 0px !important;}”]<\/p>\n

    92%<\/span><\/span><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612895938557{margin-top: -9px !important;padding-right: 10% !important;padding-left: 10% !important;}”]<\/p>\n

    of brands see more sales after print program personalization.<\/strong><\/p>\n

    [\/vc_column_text][vc_column_text css=”.vc_custom_1612895740007{margin-top: -12px !important;margin-bottom: -12px !important;}”]<\/p>\n

    \u2014 Econsultancy<\/span><\/em><\/small><\/p>\n

    [\/vc_column_text][vc_text_separator title=”” color=”custom” accent_color=”#4b7c9e”][\/vc_column_inner][vc_column_inner width=”2\/3″][vc_column_text]<\/p>\n

    Personalization will work for you. Really.<\/strong><\/h3>\n

    Clients are often skeptical about the benefits of personalization, but it works for any company, regardless of size or industry \u2014 because everyone responds better to a message that’s relevant to their needs and interests. And as you learn how to turn customer data into meaningful insights, your personalization results will steadily improve.<\/p>\n

    Personalization isn’t a fad. It’s built around technology that’s available to everyone, so don’t wait until everyone else is doing it. It’s time to dive into your customer data, get organized, and start creating targeted, personalized messages that will excite and attract your audience. The results are too good for you to wait any longer. Why not get started today?[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

    Wouldn\u2019t you love to increase your marketing response rates by 25%, 50%, 100% or more? When done right, personalized marketing will connect you more closely with your customers \u2014 building brand loyalty and driving sales results. Here\u2019s what you need to know. <\/p>\n","protected":false},"author":10,"featured_media":8134,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[367,370,362],"tags":[371,357,383],"class_list":["post-7711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-engaging-clients","category-marketing","category-technology","tag-customerexperience-en","tag-marketing-en","tag-technology"],"yoast_head":"\nMake your marketing stand out with personalization - Paragraph<\/title>\n<meta name=\"description\" content=\"Wouldn\u2019t you love to increase your marketing response rates by 25%, 50%, 100% or more? 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