Nov 27, 2007
Don't "Just Say No" To Targeted Documents
A lot has been said about the benefits of targeting your message to the audience - but what if you don't? Things (like market share and customer base) will just stay the same, right?
No -- not really.
More and more businesses are starting to include targeted messaging in their documents and other communications. Some are taking smaller steps with simple text messages while others are jumping in with both feet with custom graphics, colors and even completely unique mailing packages based on the recipient.
Based on this trend, customers are experiencing more personalization overall in their day-to-day lives. Merchants and business vendors are sending out targeted offerings in print and online in an effort to gain market share. You only need to visit Amazon.com a few times to experience how shopping behaviors are being leveraged into creating a more relevant experience.
One could argue that there's still plenty of time to jump on the targeted marketing bandwagon. So what's the hurry? After all, the industry has only recently coined the term "transpromo" after over a decade of access to the very software that supports this type of document formatting.
So what's the risk of waiting a little bit longer?
The risk increases over time. As more and more companies utilize and refine their use of targeted communications, documents without personalization look even more generic in comparison. There begins to be a message (perceived or real) that the OTHER company understands me better.
Remember. We're not comparing "Dear Sir" with "Dear Mr. Jones" any longer. Mr. Jones most likely opens up a completely personalized package at least once each month. In it might include:
- Coupons for merchants within a few miles of his home
(not a listing of all merchants within his state or region)
- Discounts on equipment he owns that may be nearing the end of its warranty
(not a full catalog of all the equipment offered by the retailer)
- Deals on accessories for products he currently owns
(iPod owners get related offers)
The risk in becoming slow to adopt means your documents will increasingly look less and less relevant and "What's-His-Name" may actually say "no" ... to you!