How To Use Personalization To Enhance Your Marketing Campaigns

In Psychology there is a principle called The Cocktail Party Effect, which basically states that "nothing captures someone's attention more than hearing their own name".

Have you ever been in a crowded room with multiple conversations going on and a few conversations over you hear someone say your name? What did you do? Most likely, you focused your attention on that conversation to hear what they were saying about you, or maybe you just walked right over and said "are you talking about me?".

Our brains have a fascinating way of sorting through the onslaught of information that is pouring in every second of every day. The Cocktail Party Effect is one of the ways we sort through that information and subconsciously decide what is relevant and what is not. Your own name is as relevant as it gets.

What does this have to do with your marketing?

The same principle can be applied to your marketing campaigns by using text and image personalization to capture your prospect's attention. Many of the thousands of marketing messages we are exposed to on a daily basis get completely ignored. But when someone sees their name on a personalized mail piece, website or email, they are going to pay attention to it... at least for long enough to see your message and consciously (rather than subconsciously) decide if they are interested or not.

So, how can you use this cool 'Jedi Mind Trick' (as Mike, MarketPath's President, likes to call it) to enhance your marketing campaigns? Below are a few tips to get you started...

Mail Merge is Your Friend

Print personalization is not new, it's been around for many years. Many Microsoft Office programs have included a mail merge functions for as long as I can remember. You probably already know how to use Word to create a personalized letter; but did you know you can also do things like create an envelope with a personalized post-it note that you can print right at your desktop? Click here to see an example of one I created in about 5 minutes.

Microsoft Publisher also offers mail merge, which can be used to create more complicated personalized documents. I have seen everything from personalized postcards to personalized invoices and billing statements created using only Publisher and some creativity.

If you are a graphic designer, some of the newer versions of Adobe InDesign and QuarkXPress also offer built-in mail merge functions along with a variety of third-party plugins for personalization.

Send Targeted, Personalized Direct Mail

Work with a designer, marketing firm or printing company to create a personalized direct mail piece. There are many options, from very simple to much more complex, so do some research and get some advice before you start.

Keep in mind when designing a mailing, the personalization will only get your prospect to look at the mail piece. You still need to have a good offer and strong call-to-action to get them to respond.

Personalize Your Email Marketing

Most email marketing software has the option to include personalized fields in your email promotions. I suggest you always begin your email promotions by addressing the recipient by name.

Look for other ways to use their personal information as well. Maybe you can use their company name and have a spotlight section that reads "Special offer for ABC Company". Some email programs will even allow you to personalize the recipient's name in the subject line.

Add Personalized Websites to Your Campaign

Personalized URLs (PURLs), which I prefer to call Personalized Response Websites, are an extremely effective way to continue the personalized experience online.

PURLs merge your prospect data with a simple lead capture website that addresses the recipient by name. It's basically like mail merge for websites.

Creating PURLs requires special software and expertise, so make sure you are working with a knowledgeable provider if you go this route.

Personalize Your Images to Match Your Audience

If you're marketing insurance services to a young, newlywed couple, you don't want them to see an image of retired baby boomers on their marketing piece. Likewise, if your marketing the same insurance to an older retired couple, you don't want them to see a twenty-something single guy.

By personalizing your images, you can make sure the image being shown is relevant to the prospect that is seeing it. This is another form of personalization that has been around for a while, but with modern technology, you can take it a step further and actually include the prospects name in the image itself.

Check out a few cool examples of Personalized Images below...

*Sample images courtesy of Printable Technolgies

A Few More Personalization Ideas

• Create a personalized presentation folder for each person you are presenting to.
• Personalize a magazine or catalog cover to only include content the recipient is interested in.
• Offer personalized gift packaging for your products.
• Put a personalized thank you stickers on all your outgoing orders.
• Give your best customers a personalized poster that has their name on it.

Using personalization on its own will not make your marketing successful, it is just one weapon in your marketing arsenal. By using it as part of an integrated strategy that takes modern marketing tools and best practices into account, you're sure to improve your overall results and be on your way to becoming a Jedi marketing master. May the force be with you!

What has been your experience with personalized marketing campaigns?