Hyper-personalization
For a long time the approach to fundraising or marketing a brand was pretty simple – find a medium to communicate with as many people as possible, send a single message and hope to see results. Everyone received the same message, in the same way – whether they wanted it or not. Obviously, to some degree, this works. However, you can drive even greater results by appealing to the unique needs and wants of each individual.
Highly personalized direct marketing, or hyper-personalization, has been proven to exponentially improve response rates, boost sales and motivate actions Hyper-personalized marketing takes into consideration you audience’s very different needs and preferences, and creates highly meaningful, effective communication that sparks connections and influences the behavior of each distinct individual. This gives you the ability to make the shift from simply sending out a message to truly engaging with your target audience.
There are many effective ways to hyper-personalize your marketing. Here are a few examples:
Variable Data Printing
Grab the attention of an individual by printing his/her name on a direct mail piece. Then, take it a step further and make the message on the mailer specific to that person. Messages could include references to past donations; actions in previous steps of an integrated campaign, individualized images from events attended and even personal interests.
Emails are not only a great channel for delivering a hyper-personalized message, they are also an excellent tool for gathering data in order to make your next message even more personal. Create a personalized email message in the same way as you would a printed piece. Then add links to landing pages or specific web pages that you believe to be relevant for the individual. When the email campaign is done you can use the data about how each individual interacted with the email to create a more personalized message and determine the best method for delivering that message the next time.
QR Codes and PURLs
The most effective marketing campaigns leverage highly relevant messages with an integrated multichannel approach. Using tools such as QR codes and PURLs, you can bridge the gap between marketing channels, giving your audience the power to choose how to engage and respond to your message, which ultimately builds better relationships and drives results. This also offers the opportunity to gain more insight into their behaviors, reinforcing even greater personalization in future communications.
Getting Started is Easier Than you Think:
One of the biggest misconceptions about personalized marketing is that marketers and fundraisers don’t have data to drive it. Often marketers have more data than they realize and even if it is true they can build an integrated campaign that is designed to leverage data gathered throughout the campaign to continually enhance the personalization from one touch to the next.
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