Personalize Your Marketing for What Consumers Want to See

"When it comes to emails, adding a name costs nothing. Use dynamic first name tags (something most email service providers allow you to do easily) that automatically add the recipient's first name to every email that you send out. Take this a step further by adding the name in the subject line, such as: "Carol, you missed this in your shopping cart." Addressing individuals this way builds rapport without making them question privacy concerns."

"And get this: Direct mail outperforms email by 800 percent in response rates, with email's average response at 1 percent and direct mail's at 9 percent. So imagine combining that power with a personal touch. Placing a person's name in big bold colors on the front of a postcard screams for attention. One study reported that 84 percent of respondents would be more likely to read a direct mail piece if it was personalized to them."

Ninety percent of consumers prefer personalized marketing. Advancing technology enables small businesses to implement personalization without large ad budgets. Using recipients' first names in emails and subject lines builds rapport and can double or triple response rates. Dynamic first-name tags automate personalization for email campaigns at minimal cost. Direct mail produces much higher response rates than email—about 9% versus 1%—and combining personalization with direct mail greatly increases attention. Placing a person's name prominently on a postcard increases the likelihood of being read; one study found 84% of respondents more likely to read personalized direct mail. Personalization is a cost-effective way to attract and retain customers.

Read at Inc