If you listen to all the buzz, you’d need many data points to create relevant, personalized mailings. The reality is that sometimes, name and address are enough. Let’s look at three ways to use a single data point to create more relevant mailings than you might expect.
1. Geographic mapping.
For local businesses, mapping can be a powerful tool. Using someone’s address, you can generate personalized maps from the recipient’s home or business directly to your location. Insert personalized maps into layouts like any other image. Opening a new store? Show recipients how to get there. (Consider putting the drive route in red.) Inviting them to hear a speaker or attend a concert? Add a map to the venue and highlight available parking. Sure, everyone has Google Maps these days, but it’s not about actual directions. It’s about helping someone visualize a location. Once they do, they are much more likely to go.
2. Learn from location
You can learn much about someone’s needs using their physical address alone. For example, identifying which homeowners live in townhouses, single-family homes, and older homes allows you to craft your offers and messaging more precisely. Someone with a home over 25 years old may need roofing and window replacements. Homeowners in beach locations might need upgrades to a boat ramp.
3. Gender personalization
You can personalize images, salutations, and other information with the right software. Develop customized messaging, imagery, and product selection based on gender. Be sure to set up gender-neutral messaging and imagery for names that the software does not recognize or those, such as Bobbie or Leslie, that cross gender lines.
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