Seventy-three percent of customers in an “I am Omi-channel” study reported that they prefer personalized marketing messages and shopping experiences.  And while an over-whelming majority report that they prefer individualized campaigns, 85 percent of the people in the study reported that after they signed up for a loyalty program, they never heard anything from the brand or the company.

While personalized marketing can seem like a daunting and overwhelming task, it’s definitely worth the hours of work put into organizing and sorting database information — as personalized marketing campaigns see a 33 percent higher response rate.

If you don’t have a database, start to build one.  Use loyalty programs, pURLs and even QR codes to collect customer information and grow your database to offer your company the ability to create personalized marketing campaigns in the future.

By offering loyalty programs you can track what a customer purchases, how often they purchase and use that information to send them products or services that they’d not only be interested in purchasing, but also time the messages to when they’re most likely ready to make a purchase based on the timing of their last purchases.  This process reduces your overall cost per lead because you’re able to send fewer messages by targeting both what content you send and when you’re sending a message.

Timothy Freeman
President
Print & Graphic Communications Association