{"id":43240,"date":"2026-02-11T12:59:14","date_gmt":"2026-02-11T11:59:14","guid":{"rendered":"https:\/\/mailcommsgroup.com\/?p=43240"},"modified":"2026-02-11T13:01:56","modified_gmt":"2026-02-11T12:01:56","slug":"customize-bells-direct-marketing-direct-marketing-big-companies","status":"publish","type":"post","link":"https:\/\/mailcommsgroup.com\/en\/blog\/customize-bells-direct-marketing-direct-marketing-big-companies\/","title":{"rendered":"How to personalize direct marketing campaigns in large companies to increase effectiveness"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row type=&#8221;grid&#8221; css=&#8221;.vc_custom_1547557263471{margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column dp_animation=&#8221;&#8221; el_class=&#8221;El nuevo reglamento europeo obliga a recabar el consentimiento expl\u00edcito para el tratamiento de los datos de car\u00e1cter personal&#8221; font_color=&#8221;#81d742&#8243;][vc_single_image image=&#8221;43249&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;grid&#8221; css=&#8221;.vc_custom_1679050935288{margin-top: 0px !important;padding-top: 0px !important;}&#8221;][vc_column dp_animation=&#8221;&#8221; css=&#8221;.vc_custom_1547557427896{padding-top: 0px !important;}&#8221;][vc_empty_space height=&#8221;80px&#8221; css=&#8221;.vc_custom_1742553516084{margin-top: -70px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770725867831{padding-top: 50px !important;padding-right: 50px !important;padding-bottom: 50px !important;padding-left: 50px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<span style=\"font-size: 20px;\"><strong>Table of Contents  <\/strong><\/span><\/p>\n<ol>\n<li><a href=\"#uno\">Keys to personalize direct marketing campaigns in large companies to increase effectiveness<\/a><\/li>\n<li><a href=\"#dos\">Technology tools to improve the effectiveness of personalized direct marketing campaigns for large companies<\/a><\/li>\n<li><a href=\"#tres\">Frequently asked questions on how to customize direct marketing campaigns in large companies to increase their effectiveness<\/a><\/li>\n<\/ol>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;110px&#8221; css=&#8221;.vc_custom_1770725870461{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]Greater promotional investment does not guarantee successful results. And, clearly, the ultimate goal of marketing is to attract and retain customers. <strong>It is proven that personalization makes the difference between an effective <a href=\"https:\/\/mailcommsgroup.com\/en\/marketing-communications\/direct-and-promotional-marketing\/\">direct and promotional marketing<\/a> campaign and one that is not.<\/strong> Here are some general guidelines to guide you when planning these actions to optimize your results. <\/p>\n<p>These are the two points we address to analyze this issue:<\/p>\n<ul>\n<li>The elements on which a large company&#8217;s personalized marketing campaign must be based in order to be successful. <strong><a href=\"https:\/\/mailcommsgroup.com\/en\/blog\/marketing-customized\/\">marketing campaign to be successful.<\/a><\/strong><\/li>\n<li>The technological tools your company needs.<\/li>\n<\/ul>\n<p>We begin by recalling what personalized marketing is and its benefits for large companies.<\/p>\n<div class=\"section\">\r\n\t\t<div  class=\"row morado bg-morado-claro pd-t-20 pd-b-20 banner-goto bd-r-20\" style=\"background-image:url(https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2023\/11\/Banners_Blog_Burofax_01.jpg);\">\r\n\t\t\r\n\t\t<div class=\"flex vcenter height\">\t\t<div class=\"col3-5\">\r\n\t\t\t\t\t\t<div class=\"pd-20 negro bg-transparente \">\r\n\t\t\t\t\r\n\t\t\t\t\t\t\r\n\t\t\t\r\n\t\t\t\t\t<h4><strong><span style=\"font-size: 24px; color: #fff; text-shadow: 0px 1px 8px black;\">Attract and engage your customers with relevant and personalized messages.<\/span><\/strong><\/h4>\n\r\n\t\t\t\t\r\n\t\t\t<\/div>\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t<div class=\"col2-5\">\r\n\t\t\t\t\t\t<div class=\"pd-20 align-c negro bg-transparente \">\r\n\t\t\t\t\r\n\t\t\t\t\t\t\r\n\t\t\t\r\n\t\t\t\t\t<a  href=\"https:\/\/mailcommsgroup.com\/en\/marketing-communications\/direct-and-promotional-marketing\/\"  class=\"btn negro bg-blanco max-width-marketing-banner\">MORE INFO DIRECT MARKETING<\/a>\r\n\t\t\t\t\r\n\t\t\t<\/div>\r\n\t\t\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t\r\n\t<\/div>\r\n\t\r\n<\/div>[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725872797{margin-top: -100px !important;}&#8221; el_id=&#8221;uno&#8221;][vc_column_text css=&#8221;.vc_custom_1770724321680{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #47d7ac !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h2 style=\"margin-top: 0;\"><span style=\"color: #000000;\"><strong>Keys to personalize direct marketing campaigns in large companies to increase effectiveness<br \/>\n<\/strong><\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]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&#8217;s promotions. Personalization is guaranteed if it is based on these pillars.[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725875237{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770724357881{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h3 style=\"margin-top: 0px;\"><strong>360\u00b0 view of each customer<\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]Large companies handle an enormous amount of data from their many customers. Is this an advantage? In principle, yes, but as <strong>long as you can work with quality information.<\/strong>   <\/p>\n<p>In other words, the company receives customer data from different sources. The effective thing is to unify this information, <strong>not to have it scattered in different departments or areas.<\/strong> This comprehensive view of each customer on a single platform allows for truly personalized decision making.[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725881373{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770724409840{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h3 style=\"margin-top: 0px;\"><strong>Process automation<\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]The most interesting thing about being able to segment your audience is being able to vary the <strong>selection criteria (product preference, demographics, purchasing behavior), depending on the campaign.<\/strong><\/p>\n<p>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 <strong>gains in efficiency and relevance if they have tools that allow the automation of these processes.<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725883757{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770724454080{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h3 style=\"margin-top: 0px;\"><strong>AI Support<\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]We have only begun to take advantage of the <strong>potential of Artificial Intelligence.<\/strong> In the case of your company&#8217;s direct marketing strategies, it is smart to set aside prejudices and benefit from its contributions.<\/p>\n<p>In the specific field of marketing, its predictive analysis capacity helps to decide the best time to contact a customer, <strong>personalize offers or identify conversion opportunities.<\/strong><\/p>\n<p>Here you can <strong><a href=\"https:\/\/mailcommsgroup.com\/en\/blog\/artificial-artificial-intelligence-generated-trust-or-distrust\/\">deepen in the topic of agentive AI and some of its most frequent uses.<\/a><\/strong>[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725889621{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770724587681{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h3 style=\"margin-top: 0px;\"><strong>Guarantee in data processing<\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]The customer data is yours. It is a material protected by various international regulations on data protection. But, in addition, <strong>depending on the sector (health, financial, legal&#8230;) there may be specific regulations.<\/strong> Companies can handle this information of individuals, as long as their privacy is preserved and they comply with all the rules that affect them.  <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-43251 aligncenter\" title=\"personalization-direct-marketing\" src=\"https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2026\/02\/personalizacion-marketing-directo.webp\" alt=\"Direct marketing personalization strategies\" width=\"560\" height=\"388\" srcset=\"https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2026\/02\/personalizacion-marketing-directo.webp 560w, https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2026\/02\/personalizacion-marketing-directo-300x208.webp 300w\" sizes=\"auto, (max-width: 560px) 100vw, 560px\" \/><\/p>\n<p>In direct marketing campaigns, it is also necessary to <strong>ensure the security of all communications with customers.<\/strong> Among the most effective measures are compliance with regulatory standards, data encryption and user authentication.<\/p>\n<div class=\"section\">\r\n\t\t<div  class=\"row morado bg-morado-claro pd-t-20 pd-b-20 banner-goto bd-r-20\" style=\"background-image:url(https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2023\/11\/Banners_Blog_Burofax_02.jpg);\">\r\n\t\t\r\n\t\t<div class=\"flex vcenter height\">\t\t<div class=\"col3-5\">\r\n\t\t\t\t\t\t<div class=\"pd-20 negro bg-transparente \">\r\n\t\t\t\t\r\n\t\t\t\t\t\t\r\n\t\t\t\r\n\t\t\t\t\t<h4><span style=\"font-size: 20px; color: #fff; text-shadow: 0px 1px 8px black;\"><strong>Take advantage of direct marketing campaigns to increase your reach and customer loyalty.<\/strong>  Contact us and find out how we can help you.<\/span><\/h4>\n\r\n\t\t\t\t\r\n\t\t\t<\/div>\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t<div class=\"col2-5\">\r\n\t\t\t\t\t\t<div class=\"pd-20 align-c negro bg-transparente \">\r\n\t\t\t\t\r\n\t\t\t\t\t\t\r\n\t\t\t\r\n\t\t\t\t\t<div class=\"btn negro bg-blanco open-contact\">Contact a specialist now<\/div>\r\n\t\t\t\t\r\n\t\t\t<\/div>\r\n\t\t\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t\r\n\t<\/div>\r\n\t\r\n<\/div>[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725893445{margin-top: -100px !important;}&#8221; el_id=&#8221;dos&#8221;][vc_column_text css=&#8221;.vc_custom_1770724634384{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #47d7ac !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h2 style=\"margin-top: 0;\"><span style=\"color: #000000;\"><strong>Technology tools to improve the effectiveness of personalized direct marketing campaigns for large companies<\/strong><\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]<strong>Technology has become an exceptionally valuable ally in optimizing the success of<\/strong> large companies&#8217; personalized direct marketing campaigns. From the wide range of possibilities, we highlight these for their impact and because they simplify the whole process.[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725895453{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770724671992{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h3 style=\"margin-top: 0px;\"><strong>A Marketing Automation platform<\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]This type of technological tool allows data collected from different sources to be unified and used to <strong>design personalized marketing campaigns<\/strong>. And not only that, it also makes it possible to automate them, which is essential for the effectiveness of a large company&#8217;s strategies.<\/p>\n<p>These are the main features of these platforms:<\/p>\n<ul>\n<li>Personalized one-to-one communications.<\/li>\n<li>Multichannel.<\/li>\n<li>Analysis of the return on results in real time.<\/li>\n<li>Automated tracking of each customer&#8217;s itinerary.<\/li>\n<\/ul>\n<p>A good example of such a platform is Salesforce&#8217;s Marketing Cloud. Our colleagues at Unified Comms can help you learn more about and implement this exceptional tool in your company.[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1768311023443{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770725057271{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h3 style=\"margin-top: 0px;\"><strong>Single omnichannel communications platform<\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]Living in a digital age does not mean giving up traditional physical channels when it comes to personalizing your company&#8217;s marketing campaigns. Therefore, it <strong>is in your interest to have a platform that integrates several digital media (email, SMS, social networks, Whatsapp or mobile and internet applications),<\/strong> along with physical media (postal, call center). <\/p>\n<p>Discover <strong><a href=\"https:\/\/mailcommsgroup.com\/en\/technology-platforms\/communicalia\/\">Communicalia,<\/a><\/strong> our omnichannel platform to personalize the communications of your marketing campaigns.<\/p>\n<p>These are the proven <strong><a href=\"https:\/\/mailcommsgroup.com\/en\/blog\/benefits-physical-digital-digital-channels-direct-marketing\/\">proven benefits of combining online and offline channels in direct marketing campaigns.<\/a><\/strong>[\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725976589{margin-top: -100px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1770725173991{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #F2F2F2 !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h3 style=\"margin-top: 0px;\"><strong>Data Management<\/strong><\/h3>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221; dp_animation=&#8221;&#8221;]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.   <\/p>\n<p>At this point it is important to mention <strong>the importance of knowing and managing exclusion lists such as the Robinson List.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-43254 aligncenter\" title=\"technology-tools-bells-marketing\" src=\"https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2026\/02\/herramientas-tecnologicas-campanas-marketing.webp\" alt=\"Technological tools for direct marketing campaigns\" width=\"570\" height=\"436\" srcset=\"https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2026\/02\/herramientas-tecnologicas-campanas-marketing.webp 570w, https:\/\/mailcommsgroup.com\/wp-content\/uploads\/2026\/02\/herramientas-tecnologicas-campanas-marketing-300x229.webp 300w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/p>\n<p>At <strong>MailComms Group<\/strong> we encourage you to learn about<strong> <a href=\"https:\/\/mailcommsgroup.com\/en\/integration-salesforce\/\">Salesforce,<\/a><\/strong> the proposal to integrate your company&#8217;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. <strong><a href=\"https:\/\/mailcommsgroup.com\/en\/contact\/\">Contact us<\/a><\/strong> and we&#8217;ll talk about your case![\/vc_column_text][vc_empty_space height=&#8221;120px&#8221; css=&#8221;.vc_custom_1770725980341{margin-top: -100px !important;}&#8221; el_id=&#8221;tres&#8221;][vc_column_text css=&#8221;.vc_custom_1770725387510{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #47d7ac !important;}&#8221; dp_animation=&#8221;&#8221;]<\/p>\n<h2 style=\"margin-top: 0;\"><span style=\"color: #000000;\"><strong>Frequently asked questions on how to customize direct marketing campaigns in large companies to increase their effectiveness<\/strong><\/span><\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;10px&#8221;][vc_toggle title=&#8221;What is 360 customer insight and why is it important to the effectiveness of your company&apos;s direct marketing campaign?&#8221; style=&#8221;arrow&#8221; color=&#8221;black&#8221; custom_font_container=&#8221;tag:h3|font_size:20px|text_align:left&#8221; custom_google_fonts=&#8221;font_family:Dosis%3A200%2C300%2Cregular%2C500%2C600%2C700%2C800|font_style:700%20bold%20regular%3A700%3Anormal&#8221; css=&#8221;&#8221; use_custom_heading=&#8221;true&#8221; custom_el_class=&#8221;mg-b-0 fondo-gris-preguntas-frecuentes&#8221;]<\/p>\n<p style=\"font-size: 16px;\">It is about having unified all the data that your company has about a customer and that it has obtained from different sources. It includes, for example, <strong>demographic information, the history of interactions with the company in its different departments,<\/strong> their buying behavior and product preferences or how they act online. <\/p>\n<p style=\"font-size: 16px;\">Having all this information integrated and not dispersed <strong>is the only way to make a true profile of each customer,<\/strong> essential to be able to personalize the message and the campaigns in which they are included.<\/p>\n<p>[\/vc_toggle][vc_toggle title=&#8221;What is the cost for my company to implement technology to improve the effectiveness of its personalized direct marketing campaigns?&#8221; style=&#8221;arrow&#8221; color=&#8221;black&#8221; custom_font_container=&#8221;tag:h3|font_size:20px|text_align:left&#8221; custom_google_fonts=&#8221;font_family:Dosis%3A200%2C300%2Cregular%2C500%2C600%2C700%2C800|font_style:700%20bold%20regular%3A700%3Anormal&#8221; css=&#8221;&#8221; use_custom_heading=&#8221;true&#8221; custom_el_class=&#8221;mg-b-0 fondo-gris-preguntas-frecuentes&#8221;]<\/p>\n<p style=\"font-size: 16px;\">If you opt for a SaaS (Software as a Service) platform as the hub of your omnichannel communications, <strong>you benefit from significant time and cost savings.<\/strong> This type of service allows your company to access these omnichannel communication applications via the Internet on a subscription basis, <strong>without the need to install, maintain and update the software on your own devices.<\/strong><\/p>\n<p>[\/vc_toggle][vc_toggle title=&#8221;How do you ensure data security in a large company&apos;s personalized direct marketing campaigns?&#8221; style=&#8221;arrow&#8221; color=&#8221;black&#8221; custom_font_container=&#8221;tag:h3|font_size:20px|text_align:left&#8221; custom_google_fonts=&#8221;font_family:Dosis%3A200%2C300%2Cregular%2C500%2C600%2C700%2C800|font_style:700%20bold%20regular%3A700%3Anormal&#8221; css=&#8221;&#8221; use_custom_heading=&#8221;true&#8221; custom_el_class=&#8221;mg-b-0 fondo-gris-preguntas-frecuentes&#8221;]<\/p>\n<p style=\"font-size: 16px;\">It depends on the trusted omnichannel communications service provider that is contracted. Some of the most effective measures are encryption of data, both when it is at rest and in transit. Of course, <strong>they should be experts in cross-cutting regulations (eIDAS 2 and GDPR) and industry-specific ones, <\/strong>if applicable. Also, it is interesting that they offer the option of adopting additional measures customized to a company&#8217;s needs.   <\/p>\n<p>[\/vc_toggle][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;grid&#8221; css=&#8221;.vc_custom_1547557263471{margin-bottom: 0px !important;padding-bottom: 0px !important;}&#8221;][vc_column dp_animation=&#8221;&#8221; el_class=&#8221;El nuevo reglamento europeo obliga a recabar el consentimiento expl\u00edcito para el tratamiento de los datos de car\u00e1cter personal&#8221; font_color=&#8221;#81d742&#8243;][vc_single_image image=&#8221;43249&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;grid&#8221; css=&#8221;.vc_custom_1679050935288{margin-top: 0px !important;padding-top: 0px !important;}&#8221;][vc_column dp_animation=&#8221;&#8221; css=&#8221;.vc_custom_1547557427896{padding-top: 0px !important;}&#8221;][vc_empty_space height=&#8221;80px&#8221; 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