Have you ever contemplated the best way to communicate with your customers? Do they want to tear open an envelope or click into an email? Businesses can adapt to client preferences better than ever before with advanced marketing platforms. According to Keypoint Intelligence – InfoTrends’ survey data from November 2018, 80% of consumers frequently engaged with e-mails while 68% often opened/read direct mail. Do you know if your customers prefer email or direct mail? Uncovering the answer starts with data collection.
Personalization Begins with Analytics
To effectively tailor communication methods, businesses must understand their customers’ demographics. Factors like gender, household income, and attitude toward technology can play a major role in identifying ideal communication channels. For example, tech-savvy early adopters are much more likely to prefer digital communications than people without smartphones. Furthermore, response rates increase when relevant information is delivered in a way that doesn’t feel like spam. Consider the following statistics:
- According to research from Experian, e-mails with personalized headings and subject lines are 26% more likely to opened.
- Businesswire concluded that location-specific digital campaign ads are 20 times more effective than traditional advertisements.
Captivating with Personalization
Customized content is essential. It enables a message to transcend the persistent monsoon of information. Data from the Radicati Group found that the average employee sends and receives roughly 121 e-mails per day. Additionally, Branding Bricks research indicates that the average person spends more time online than with all other media outlets combined. Businesses that track behaviors and learn individual preferences gain success across all channels by targeting audiences with relevant messages. In addition to being more cost-effective than the standard “spray-and-pray” approach, delivering appropriate communications that capture consumers’ attention fosters engagement and loyalty.