Consumers today respond to greater levels of personal communication from their vendors. The Internet has conditioned consumers to expect that we are remembered when they shop. From Amazon.com remembering your book purchases and your bank knowing your transactions, you have come to expect all of the places you shop to remember important details about you, and how you like to do business.
You need to provide marketing pieces that speak personally to them. One to one marketing (sometimes defined as personalized marketing) is an easy strategy for customer relationship management. Through one to one marketing tactics, companies can provide a greater level of personal interaction and increase greater customer loyalty and profits.
Start With a Name
The key is to take the data you already have and start to apply it to your customers. The simplest form of one to one marketing is a simple mail merge in Microsoft Word- don't say “Dear Valued Customer,” say “Dear Tom Smith.”
As you become more proficient in how you handle your data, you can get very fancy by including variable images. For example, if your customer has purchased camping equipment, you might include pictures of great outdoor destinations. It's easy to keep lists of clients and track their purchasing behavior and type of product or services they like.
Electronic Forms- Personalize You Communications
Another way to increase personalized marketing by using Electronic Forms- forms the client already receives from you. You can customize a simple marketing message based on their needs right on a invoice, statement or survery.
You probably already have the data you need to provide more personalized marketing pieces. The first step to providing a personal message that can help your customers to want to do more business with you in the future.