Digital transformation for customer communications

Introduction

Why is Target Messaging for Your Customer so Important

Have you ever had to sit through an ad that had nothing to do with your interests? Or listened to someone trying to sell a product you couldn’t possibly want? It’s irritating, and in a world oversaturated with advertising, everyone knows the feeling.

Why is Target Messaging for Your Customer so Important

Have you ever had to sit through an ad that had nothing to do with your interests? Or listened to someone trying to sell a product you couldn’t possibly want? It’s irritating, and in a world oversaturated with advertising, everyone knows the feeling.

The result? Audiences everywhere are now experts at tuning out irrelevant messages. People will tune-out at the drop of a hat to generalized, bland messaging.

This poses unique challenges to marketers, but data provides unprecedented capabilities for personalized, targeted messaging. Never before have marketers had the ability to deliver such specific messages to their customers.

At this point in time, variable data printing is one of the most valuable assets at your disposal for marketing with statements, invoices, inserts, and newsletters.

Think about it. If you’re paying to print and mail documents with a marketing message, then why settle for anything below maximum impact? Targeted messaging is your best bet at slicing through the clutter and connecting with your audience. Variable data printing is an extraordinarily cost-effective way of personalizing your marketing messages and achieving the greatest ROI.

Customers are more likely to listen to someone who knows something about them, just like you’re more likely to listen to a friend’s advice than a stranger. After demonstrating a little knowledge of their identity or current situation (maybe they’re paying off loans or putting a lot of money in a retirement fund), customers are more likely to listen to what you have to say. If you know who a customer is, you’re more likely to have a sales pitch that’s relevant to their interests. For example, you could advertise low refinancing rates for members paying off their mortgage.

If you notice they’re putting money away every month into a mutual fund, you could advertise your friendly and professional financial advisors. Or maybe they’re birthday’s coming up, in which case you can send them a friendly message wishing them a happy birthday.

As you can see, variable data printing holds a lot of potential for boosting your marketing and advertising efforts. Considering the minimal additional expense, it’s a great way to slice through the noise of modern marketing to make an impact.

If you’re interested in variable data printing, follow the IDS blog for our expert insight on the subject or contact us today at 1-844-437-3627.

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