Saturday, June 27, 2009

One to One

One to One or 1:1 marketing is employed by companies that want to reach out to prospects and existing clients by using their name in advertisements.  This effective strategy is becoming the "Go to" type strategy for advertising agencies to satisfy client demands for more effective campaigns.  By personalizing a message with a persons name, advertisers take advantage of the prospects inclination to respond to their name when written.  Naturally people feel more comfortable and relaxed when doing business with someone they know.  

An advertiser can position themselves as a company that is aware of the prospects needs and can target specific market information regarding the prospects location, age, marital status and other demographics that are available through mailing list suppliers.  

Compared to advertising that is sent to the masses with a common message and exactly the same information, personalizing a direct mail campaign has been proven to increase a typical 2-3% response to 25-30% response.

Personalized marketing is more costly to produce than static advertising, however, with increased response rates, costs can be shifted from quantity advertising to quality advertising.
Bottom line?  Personalizing your direct mail campaigns will result with you realizing a higher return on investment.  

Please return for my next blog which will explain how to...
"Personalize the Internet"