Database: Data Prep
Personalization's Double Bottom Line
The steps outlined above aren't the full spectrum of personalization possible, but they are a good start.
Personalization has additional benefits besides increasing campaign response rates. With consistent and well-crafted personalized campaigns, your customers gain the sense that your company is tailor-made to their needs, that your company as a whole "fits them and gets them." This good will helps you retain your customers over the long haul, encouraging loyalty and word-of-mouth among their friends and families. In today's market, every edge must be used to stay competitive. A complete, accurate and updated customer database is the real competitive advantage a company has.
Renan Levy is president and COO of Intellidyn, a database marketing services agency with headquarters in Hingham, Mass. He can be reached at (781) 741-5503 x105.