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Approaching marketing communications as a “process” rather than a “job” allows you to use automation tools to get deeper into the file with deeper customization. Increased customization means greater relevance to the recipient. You can use more of your marketing database—capitalize on more variables—and do a better job of communicating with your potential customer. And you don’t have to worry about the potential size of print runs.
With a process it’s easier to develop strategic clarity and develop messaging of greater relevance to the recipient. Ultimately, that means higher response rates and higher sales.
It’s really rather simple. Response rates are falling in every category except one. Which category? Marketing communications that are relevant to the recipient. How do you make your marketing communications more relevant? Use your databases to tailor the message to your customer or prospect.
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