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Promotional campaigns only make sense if they are effective, i.e. if there is a response from the public. Nowadays, customers demand personalized treatment, both in messages and channels. The direct marketing is the formula that best responds to this new reality, as demonstrated by its higher response rates. It is interesting to analyze how all these strategies can be integrated in an agile and effective way.
Let’s analyze the topic, breaking down the following issues:
- The benefits of personalization and the multichannel approach in promotional campaigns.
- The pillars on which personalized and multichannel marketing are based: data analysis and omnichannel platforms.
Start by reviewing the concept of direct concept of direct marketing and its characteristics.
Advantages of integrating personalization and multichanneling in direct marketing campaigns
Today’s consumers have a strong digital profile, so it seems logical for a company to target them through these channels. But, then the whole segment of potential customers who are not connected all day? It seems that the smart thing to do is to propose multichannel marketing strategies to reach everyone.
But there has never been so much exposure and access to information as today. Therefore, a marketing campaign must launch an individualized message if it wants to differentiate itself and be truly attractive.
Any company can design its direct marketing campaigns based on these two elements, personalization and multichannel thanks to technology. A change in promotional strategy that is affordable and provides very interesting advantages:
- Greater interaction and in a more immediate way, as a result of a more direct communication that generates more trust.
- Increased loyalty, because there is a continuous presence that makes the person feel more cared for.
- A more complete customer experience. The perception of this integral treatment, with the facility to alternate communication channels, amplifies customer satisfaction.
- Increased response rate. Here we have already started to count the results of these more effective campaigns.
Here is more information on the benefits of benefits of combining digital and physical channels.
Keys to integrating personalization and multichanneling into direct marketing campaigns
Technological advances are the main ally of companies when facing this new framework for their marketing strategies. They make it possible to gather and manage a huge amount of information about the market and to act with immediacy in the face of demands.
However, this diversity of available technological tools can end up being a problem if the ones needed for each situation are not identified. In the case of creating customized strategies, combining physical and digital channels, these are the essential ones.
Data analysis
Campaign personalization is only possible if you know your customers. Fortunately, technology makes it easier for you to know your customers in greater detail and more reliably.
You have data available, but it’s not enough to just store it. You need to analyze them, with specific programs, in order to segment your audience and make actionable decisions. A greater amount of information can even be a disadvantage if you cannot select what is of interest to you in each situation.
But, in addition, there is another problem that has to do with compliance with Data Protection regulations. Privacy violations, including those related to storage, have severe penalties.
That is to say, it is essential to have a solution to treat the information in your databases. At MailComms Group we have a Data Quality and another of advanced analytics, so you don’t have to worry about anything.
Multichannel communications platform
It is important to note that when we talk about multichannel, we are not talking about using different digital media. We are focusing on being able to combine digital media with physical media. And this capability requires an omnichannel platform, which allows you to combine and streamline all your communications and also maintain the consistency of the conversation regardless of the channel used.
Meet Communicalia, our exclusive solution to manage digital and physical communications, analyze the behavior of your customers and adapt your strategies to their real demands, combining.
Ask us for more information! At MailComms Groups we are leaders and referents in omnichannel communication services and we have a team of professionals specialized in direct marketing strategies.
Frequently asked questions on personalization and multichannel integration in direct marketing campaigns
What are the advantages of integrating message personalization into direct marketing campaigns?
It is the way to increase the user’s interest in a message that is attractive to him and that he receives through his preferred channel. A customer always appreciates that the company identifies his preferences or reacts to his demands.
Are there benefits to combining physical and digital channels in direct marketing strategies?
Multi-channeling has an impact on customer satisfaction and confidence, as they feel attended to and their concerns are listened to. It reduces the frustration generated by waiting times.
How can you increase the response rate in a direct marketing campaign?
One of the most effective elements is the use of multi-channel communications. In this way, the customer always has the possibility to respond using their preferred channel. Speed is one of the factors that most affects conversion into actual purchases.
What tools help integrate personalization and multichanneling into direct marketing campaigns?
It is important to have the technology. Communication platforms that allow combining digital and physical channels are essential. In addition, it is necessary to have real-time data analysis programs that allow audience segmentation and immediate responses to their demands.