Log In | Become a Member | Contact Us


Leading printing executives into the future

Connect on Twitter | Facebook | LinkedIn

Featured:     Print 2017     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

Industry Insight

Do you think marketers understand the full value of personalized communications?

You might want to think again. Sure, many do. But their primary association, the DMA, apparently doesn't. A friend forwarded me an email he received recently from the DMA, and while I will not include the whole thing here, here are the high points that demonstrate that something is lost in translation here!

By Cary Sherburne
Published: July 31, 2011

You might want to think again.  Sure, many do.  But their primary association, the DMA, apparently doesn't. A friend forwarded me an email he received recently from the DMA, and while I will not include the whole thing here, here are the high points that demonstrate that something is lost in translation here!

The recipient's name was not used in the email.  It starts out,

"Hi,

Thank you if you participated in last month's survey.  Your feedback was helpful."

OK, so first of all, the person's name was not used, nor did they know whether or not he had responded to the survey.  These two things are easy these days! And the DMA of all people should be able to take advantage of at least this level of relevancy!  The subject line was "Following Up," which implies a personal communication. And as my friend said, "Ironically, it starts with a sentimental opening: 'Because of You.'"

The theme of the organization is "The Power of Direct"!  I suppose at least it didn't say Dear Occupant.

And although a real signature  from the CEO was included, the return email address was information@email-dma.org.

Yikes! This highlights the fact that print and/or marketing services providers still have a HUGE opportunity to educate the market about the value of relevant communications, whether they be printed or electronic.  Sometimes, because we are immersed in this stuff every day, we forget that not everyone knows as much as we think they do.

Make it your goal to personally call on at least five customers this month to share the good news about how their customer communications can be enhanced with relevant communications!  We have the tools, we have the know-how. We can make it happen for them.  We just need to be out there explaining it and providing real-world examples of improved ROI, response rate, order size, whatever the metric is.

Maybe now is a good time for you to do your own personalized self-promo campaign as a door-opener for those customer visits you will make this month. Walking the talk is often the most effective way of getting the word out.

Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.

Cary Sherburne is available for speaking engagements and consulting projects. To get more information contact us.

Please offer your feedback to Cary. She can be reached at cary@whattheythink.com.

 

Discussion

By Alin Jacobs on Aug 04, 2011

An early adopter of personalized and relevant market communications, I never gave much thought to the response email address. Without a doubt Information@ really does dilute the efforts.

Thanks Cary for sharing this important nugget.

 

By Jeanette Bredsten on Sep 20, 2011

Thanks for sharing this Cary!

When I wrote my thesis on personalized print in Europe last year at RIT, I was surprised to see how little research was being done on this topic. I stumbled over a virtual marketing conference called "Future of Marketing" (http://futureofmarketing.com) in March where they discussed personalization. The conference revealed that marketers don’t have the full knowledge of how to “capitalize on it (personalization) fully,” and they do not know how it will “evolve in the coming years”. I believe your post is a great example of this.

Again, thank you for sharing!

 

By Jan Doelenaar on Oct 29, 2013

The power of personalized communications is huge and undeniable. The problem: how to sell it, a lot of customers do not understand the possibilities.

Although a lot of beer breweries are starting to understand the power and starting with personalized inventions etc etc.

Greets Jan Doelenaar,
Co Founder Copyshop Breda

 

By Jan Doelenaar on Oct 29, 2013

Greets Jan Doelenaar,
Co Founder www.bredacopyshop.nl

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

WhatTheyThink's Printing Industry Blog

The blog features commentary, opinion and updates from our editors, contributors and guests.

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved