Are you personalising your communications to clients and prospects, or using a one-size-fits-all approach? We have so much detailed information about the people on our databases these days, but not all of us are using that data wisely. First, you need to make sure your data is as clean as possible. Then you need to segment it in a way that not only makes sense for your business, but your customers too. Here are 5 good reasons to personalise your comms as much as possible: 1. You won’t be offering a customer a product they already have or a service they already use If I’m already signed up to a particular phone plan, the last thing I want is an email or letter breathlessly telling about how much I can save by signing up to the same phone plan. Instead, I should be getting an email telling me it’s time to upgrade to a better plan, or another offer that complements the plan I’m already on. 2. You can reward your best customers If you can see that I’m a particularly passionate customer then it makes sense to reward me for that loyalty. Keeping a record in your database of which customers give you the most repeat business means you can thank them at key milestones (every 10 visits, or for every $1000 spent). 3. You can limit the number of emails or letters you send Let’s face it, we’re inundated with communications from businesses these days, and if they’re not relevant, they’re just annoying. By segmenting your database and only sending what’s relevant and interesting to people based on their previous behaviour or what they’ve told you about themselves will make what you do send more engaging for them. 4. You’ll get a better response rate If your comms are relevant to me, and I can see you’ve taken the time to personalise them as much as possible, I’m more likely to engage and respond to your offer. Makes sense really…and will help you get a better return on your marketing investment. 5. I’ll know you care Relationships are everything in customer service these days. But if you have 5000 customers, it’s just not feasible to call every single one of them or take them all out for coffee. So, the next best thing is to personalise the way we communicate with people so that it looks like we care about them as an individual – which of course we do! Here are some simple ways to personalise your communications:
- Name
- Location
- Whether they are married, have children or pets – or not
- Length of time as a customer
- Amount of money spent
- Number of visits
- Birthday or other Anniversary
- Relevant offers based on previous behaviour or things you know about them
- Links to relevant articles
- Invitation to an event in their city/state
