Personalization helps improve your relationship with your donors and members. Members expect a high level of personalization surrounding their product suggestions, communication materials, and marketing tactics, which you can tailor around an individual’s preferences. Personalization has become a standard tactic in marketing, but you may want to consider hyper-personalization as your next strategy.
Personalization must go beyond adding a member’s name to the envelope. With every organization using the same personalization strategies, you need to use methods to make sure you stand out each time. Your organization will introduce new features a member hasn’t seen before by using a hyper-personalize approach. Hyper-personalization also allows you to narrow down a specific audience better than previously available.
What is Hyper-Personalization?
Hyper-personalization in marketing combines behavioral and real-time data pulled from multiple channels for organizations to create an extremely customized marketing strategy. This type of marketing allows you to tailor products, services, and advertising to each member for maximum relevance and conversion potential. A hyper-personalized experience also establishes goodwill, increases loyalty, and brings a smile to your member’s face
How to Hyper-Personalize Your Next Marketing Project
Hyper-personalization takes personalized marketing a step further by leveraging big data and artificial intelligence to deliver more relevant content. This method allows you to offer each donor or member a unique experience. Email marketing is a good example of a medium using a more personalized approach, but your organization can (and should) consider ways to enhance the personalization of your direct mail campaigns.
There is a multitude of ways to hyper-personalize your next direct mail marketing project. Here are a few recommended options to integrate into your next mail campaign.
pURL’s
pURL’s are uniquely personalized URL’s that help connect your offline and online channels. They allow you to enhance your integrated marketing solution. Adding a pURL to your direct mail advertising sends recipients to a personalized landing page with customized content. pURL’s bring a high level of hyper-personalization to your direct mail content. You can easily add a pURL to direct mail, and an intrigued member will follow the pURL to learn more information online.
Geographic Targeting
Geographic targeting in direct mail marketing involves delivering different content or advertisements to members based on their geographic locations. Geographic targeting is often used for advertising to local prospects. However, your organization can geographically target donors and members in whichever area you think would target the membership base you are seeking. You can specify any location, or sets of locations, as the only area(s) where you want to deliver direct mail. You will then hyper-personalize the content surrounding your geographically targeted area.
Demographic Targeting
Your organization can hyper-personalize direct mail by targeting specific demographics. Common demographic targets include gender, age, location, languages known, annual income, and parental status. Depending on the traits you are looking for, you can choose your audience and provide hyper-personalized content that will appeal directly to your selected individuals. Your message will be received by individuals who relate on a personal level when you choose this level of hyper-personalization.
Top Priorities for Hyper-Personalization
The top priorities of using hyper-personalization are improving the member experience and applying data insights to decision making. Any time you can improve the member experience, you will reap the benefits. You will improve your marketing performance when you effectively hedge your available audience data.
Keep your topmost priorities in mind as you develop your hyper-personalized plan. Refer to your priorities as you evaluate your strategy. You will successfully implement hyper-personalization into your marketing when you keep a focus on your top priorities throughout each stage of the marketing process.
How to Hyper-Personalize Your Direct Mail with Valtim
Valtim has and continues to provide hyper-personalized direct mail marketing. We are well versed in a wide variety of hyper-personalized techniques. We can help your organization integrate pURLs into direct mailers. assist your organization with integrating pURL’s into direct mailers. We also provide effective merging for online and offline marketing campaigns. And if you need better data usage and handling, Valtim has decades of experience with big data management and manipulation.
Contact us to get started on your next hyper-personalized project.
