Second Nature Marketing

Say My Name…Personalization Is Key

Okay, everyone raise your hands if you like receiving letters in the mail addressed to YOUR NAME.  Not “Dear Friend”, “Dear Student”, or “To Whom It May Concern.”  Now, keep your hands up if it’s a piece of mail that is RELEVANT!  It’s all a very simple example to a point I’m about to make.  Believe me, I understand that sending out reminders, invites, and the like are one of the more cumbersome aspects of marketing, as well as time consuming.  I’ve seen some really good messages come my way even though I have no interest or connection at all as to what they’re selling or inviting me to. It really helps if you can make a correlation.  I’m not saying you have the time to do that with every message or email you send out, but once in a while could really help in the long run.  For instance, if you can cross-reference a person’s previous purchases at your store or salon for example; maybe send them an e-blast or postcard that has a personalized list of services you think they might enjoy based on their last experience. Maybe you can include a small discount reward.  If a facebook fan leaves a glowing comment about services they received, personally thank him/her and engage with them. You could also mention additional services they might like or even give them advice related to their product or service.  To make things even easier, a simple personalized thank you note would also make a good statement.  Personalization and relevance…those are things that get my attention overall.  But that’s just me!