According to an article, “Reasons You Should Use Personalized Marketing” the average personalized campaign sees a little over eight percent higher than average lead generation and an almost ten percent increase in direct orders and purchases.  Finally, the statistics also showed a lift of 28 percent in consumer’s participation in a loyalty programs — which help to grow a brand’s consumer database and generate more personalized and individualized messages.

To grow your sales, you must first nurture your consumer relationships.  Understanding your audience is key to offering them something they would be interested in purchasing. It’s no surprise that a Caslon study showed personalized messages having a higher response rate than generic communication between brand and consumer.

Personalized marketing gives the consumer the feeling that your brand not only understands their wants and needs, but also gives the consumer the feeling of being noticed and needed by the brand.  When you send more relevant communication, you’re going to see an increase in response rates.

Furthermore, once a personalized campaign is implemented, a marketer can then measure and analyze the results to pinpoint members of the brand’s target audience that are most likely interested in making a purchase based on the responses to messages.

New technologies such as QR codes and Personalized URLs establish an easy way for a marketer to track and measure what content a person clicks on and how long they spend with certain information.  Based on this data, a salesman or a brand representative is then able to follow-up with that individual or organization with a personalized offer or call to action.

Timothy Freeman

President

Print & Graphic Communications Association