Direct marketing is a communication system that aims to create a direct relationship with a specific target. Generally speaking, this communication is done without intermediaries, sometimes through personalized and incentive messages, to obtain measurable and immediate results. So how do you create a personalized message to gain more customers?
Direct marketing: definition and functioning
Generally, direct marketing refers to a marketing process that takes place between a business entity and its target, that can be either prospects, customers, or an organization. Indeed, communication activities will be interactive and conducted from one person to another (one-to-one marketing). The company will then be able to match its various promotional offers to the needs of the consumers, thanks to specific databases. Generally, each interaction is personalized according to the profile of the targeted person. This type of marketing activity is highly beneficial in building relationships with potential customers.
Why is it important to opt for the design of a personalized message for your campaign?
In direct marketing, the personalized message makes it possible to gain many customers by targeting them directly, as well as to retain the ones you already have. The goal of this personalized message is to address the interests of the customers in order to respond perfectly to their needs and expectations. Therefore, it allows the company to generate more sales as well as to examine the needs and opinions of its target audience, with the purpose of optimizing its offers and refining its database.
However, it is vital to develop this marketing strategy so as to acquire feedback on one's company and especially on its offers, which will help foster its rapid development, by turning in the right direction. This personalized message system allows the targets to be informed of all the offers and events organized by the company. Therefore, it is necessary to take the necessary time in the implementation of this marketing strategy to stand out from the competitors.
How to create a personalized message to gain more customers
There are a few best practices to consider when creating a personalized message.
The personalization of each message is essential: customize each message according to the recipient in order to strongly arouse his curiosity, by including his name, his first name as well as the customer's company, including the different information mentioned in his profile.
Apply an optimized style for more personal communication: it is recommended to use images, GIFs, and relevant content with bullets, headers, and pompous grammar in personalized messages.
Be relevant at the right time: when a message is personalized, it is relevant. So, don't send messages to customers just to present the features of the package; ask for services they haven't used yet, or contact them when they have decided to cut off communication with your company.
Do not terminate the conversation, be available and answer the message as soon as possible: it is essential to always conclude the messages with your customers, for example by inviting them to ask questions and keep the conversation going. Also, you need to respond to customers right away to encourage them to continue the discussion.
Send automatic personalized messages to the right targets: you need to sort through the inbox and take the time to manually assign messages.