Data audits
If you’re in the mood to try your hand at a personalised campaign, be prepared for a rather lengthy journey of data auditing first. There’s no way around this foundational step. If your data is anything less than squeaky clean, your personalised communications will be flawed – and it’ll be a better idea to just go generic.
Data planning
Once your data is clean, it’s time to get segmenting. Joy! There’s no limit to the number of segments that we can create, but it’s good to bear in mind that there always needs to be a purpose in creating any segment. Each segment can then have tailored messages, imagery, etc attached to it.
Campaign creation
Messages, look and feel, imagery, tone… each segmented target group should be spoken to as though you know, understand, and appreciate them. It’s a simple philosophy that comes to life within personalised communications – that is, if you were a person belonging to a particular segment, how would you prefer to be spoken to?
Personalised emails
We all receive a shed load of emails every day. Simply having our name dropped in at the start doesn’t make it a more relevant email. The rules don’t change with online marketing. If you’re personalising an email, we can help you segment your data to create the most appropriate and timely communications.
Personalised URLs (PURLs)
These are fun. PURLs not only enable you to create tailored web pages for your audience, they provide the means for your audience to engage on a personal level with your communications. For example, pre-filled forms can be created for the reader to verify and/or update, and personalised downloads (eg personalised PDFs) can be created for the reader to take away.
Variable digital printing
Nowadays, you don’t need to compromise on print quality for the sake of getting personal with your audience. HP and Kodak are just two print providers who build machines that can not only handle variable digital print, but can produce a quality comparable to professional litho print.
Print-on-demand
Personalised templates are simple to set up, and allow you to populate the creative online, hit ‘order now’, and sit back and wait for the printed items to arrive.
Variable mapping
If you know your postcode, you can find yourself on a map – such as Google maps. So, it stands to reason that if you know the address of your target audience, and you’d like to show them a map of their location (if, say, you’re providing directions from their office to the location of an event you’re hosting), you should be able to so without any hassle.
