How to personalize direct marketing campaigns in large companies to increase effectiveness

Greater promotional investment does not guarantee successful results. And, clearly, the ultimate goal of marketing is to attract and retain customers. It is proven that personalization makes the difference between an effective direct and promotional marketing campaign and one that is not. Here are some general guidelines to guide you when planning these actions to optimize your results.

These are the two points we address to analyze this issue:

• The elements on which a large company’s personalized marketing campaign must be based in order to be successful. marketing campaign to be successful.
• The technological tools your company needs.

We begin by recalling what personalized marketing is and its benefits for large companies.

Making your customers feel that they are treated and addressed in a personal way is essential and has a direct impact on the success of your company’s promotions. Personalization is guaranteed if it is based on these pillars.

Large companies handle an enormous amount of data from their many customers. Is this an advantage? In principle, yes, but as long as you can work with quality information.

In other words, the company receives customer data from different sources. The effective thing is to unify this information, not to have it scattered in different departments or areas. This comprehensive view of each customer on a single platform allows for truly personalized decision making.

The most interesting thing about being able to segment your audience is being able to vary the selection criteria (product preference, demographics, purchasing behavior), depending on the campaign.

Segmentation is the first step, but then promotions or offers with personalized messages must be created and launched. In the case of large companies, this whole process gains in efficiency and relevance if they have tools that allow the automation of these processes.

We have only begun to take advantage of the potential of Artificial Intelligence. In the case of your company’s direct marketing strategies, it is smart to set aside prejudices and benefit from its contributions.

In the specific field of marketing, its predictive analysis capacity helps to decide the best time to contact a customer, personalize offers or identify conversion opportunities.

Here you can deepen in the topic of agentive AI and some of its most frequent uses.

The customer data is yours. It is a material protected by various international regulations on data protection. But, in addition, depending on the sector (health, financial, legal…) there may be specific regulations. Companies can handle this information of individuals, as long as their privacy is preserved and they comply with all the rules that affect them.

In direct marketing campaigns, it is also necessary to ensure the security of all communications with customers. Among the most effective measures are compliance with regulatory standards, data encryption and user authentication.

Technology has become an exceptionally valuable ally in optimizing the success of large companies’ personalized direct marketing campaigns. From the wide range of possibilities, we highlight these for their impact and because they simplify the whole process.

This type of technological tool allows data collected from different sources to be unified and used to design personalized marketing campaigns. And not only that, it also makes it possible to automate them, which is essential for the effectiveness of a large company’s strategies.

These are the main features of these platforms:

• Personalized one-to-one communications.
• Multichannel.
• Analysis of the return on results in real time.
• Automated tracking of each customer’s itinerary.

A good example of such a platform is Salesforce’s Marketing Cloud. Our colleagues at Unified Comms can help you learn more about and implement this exceptional tool in your company.

Living in a digital age does not mean giving up traditional physical channels when it comes to personalizing your company’s marketing campaigns. Therefore, it is in your interest to have a platform that integrates several digital media (email, SMS, social networks, Whatsapp or mobile and internet applications), along with physical media (postal, call center).

Discover Communicalia, our omnichannel platform to personalize the communications of your marketing campaigns.

These are the proven proven benefits of combining online and offline channels in direct marketing campaigns.

The quality of the data handled by your company is a determining factor in designing a personalized campaign with guarantees of success. This quality comes, of course, from the fidelity of the information collected. But it also depends on whether it is kept up to date and how it is analyzed. You need a tool to manage your databases, which allows you to combine them and speed up reporting.

At this point it is important to mention the importance of knowing and managing exclusion lists such as the Robinson List.

At MailComms Group we encourage you to learn about Salesforce, the proposal to integrate your company’s systems and applications, facilitating communication and the fluid and secure exchange of data. It is just one of the technological tools that we integrate in our services. Contact us and we’ll talk about your case!