Doing personalization badly is worse than doing no personalization at all.
The key to eliminate wasted direct marketing is to target the right people at the right time with the right messages. When you use personalization in marketing and sales, it is reasonable to assume that you know something about the company. This is an effective way to keep customers spending their money on your products and services.
“According to consulting firm, MarketingProfs, companies that align sales and marketing, are seeing more than a 30% increase in sales using a CRM.”
You want each customer to feel a marketing message is personal, every product recommendation right-on, and the timing is always impeccable.
Critical indicators that will help you navigate the world of marketing and sales personalization.
What companies are currently in the buying cycle to make a purchase? What do they know about your company? What do they think of your competitors? Yes. you can get answers. For instance, when building a buying cycle, you must focus on the right people. The message must resonate with that person.
Accuracy
Probably the single most critical element in personalization. There is nothing more unbelievable when your message arrives and personalized incorrectly.
Data tools
Start with good data and good information. Check and doublecheck your facts.
Personalization is not just a name
Personalization can include any information that could be helpful to your marketing and sales activity. Obvious data could be the features and benefits of your product and services.
Keep adding and updating data.
Continually add good data. Every time you and your sales team communicate with clients, use it to gather more data about their business.
Go slow with prospects.
Do not overuse personalization with prospects. When you use too much personalization too soon, you may lose a prospect. You are likely to learn more about clients and customers, but with prospects it is a smart move to go slow and learn another day.
Be careful with abbreviations in data fields.
In the real world and in a truly personal communication situation you would probably write out the word “Suite.” When it appears in the address as “Ste,” it is a sure giveaway that the message is not important.
Alternative personalization.
If you are not sure about variable data you have, try personalizing your message in ways that do not rely so heavily on using the prospect’s company or contact name.
Do not overuse personalization.
Be natural. Do not overuse personalization in such a way that it seems every paragraph has a personalized message.
Know when to capitalize.
Watch out for capitalization in personalized data. It is a sure sign that what you are sending is not personal.
Personalize just right.
Personalize only what needs to be personalized. When people use a variety of communication channels, they personalize everything at each opportunity. In a real one-on-one letter, you probably would not use the person’s name in every single sentence. You would use it sparingly and perhaps for an effect.
Personalization pays.
Personalized messages always out-pull non personalized. You may decide to need a guide, but an excellent guide cannot only show you if it is right for you and can help you learn how to use it for your situation.
