fbpx
our-story-gallery-002

Personalization Works—But You Have to Get It Right

Studies consistently show that personalization works, but you have to get it right. Get it wrong, and customers will move on.

This comes from Accenture’s “13th Annual Strategy Global Consumer Pulse Research,” which surveyed more than 25,000 consumers around the world. Accenture found that 41% of U.S. shoppers said they have disengaged with a company because of “poor personalization and lack of trust.”

The cost to U.S. retailers is staggering: $756 billion in lost retail and brand sales.

Fortunately for print marketers, “poor personalization” tends to be associated with digital marketing rather than direct mail. Digital marketing can seem like a stalker — following you around the web and popping up at every turn. But direct mail is more transparent, and consumers’ reaction to it is overwhelmingly positive. In fact, InfoTrends found that 84% of consumers said they are “much more likely” or “somewhat more likely” to open direct mail when the content is personalized.

How do you get personalization right? Whether you are sending direct mail or email, the answer is simple: transparency. Let customers know that you are collecting data on them. Ask for their preferences so they can give information voluntarily. Position targeted and personalized communication as a benefit to your customers and one that they can participate in to make the experience better.

Need help developing your marketing database for more effective targeting? Let us help.

 

 

https://retail.emarketer.com/article/price-of-personalization-failure-756-billion/5a2719bbebd4000570c897f5?ecid=NL1001s

bartaco Business Cards with Variable Data Printed QR Codes for VCARD scanning

bartaco Business Cards

Business cards are such a small thing, but these little beauties for bartaco pack a ton into 2.5 by 3 inches. First, the color. Delivering

Read More »
CORE 2022 Corporate Partner posters, Children of Restaurant Employees, giving back

CORE 2022 Signage and Posters

In addition to printing menus, signage, and other materials for restaurants across the country, Calagaz Printing is proud to be a Silver Partner with CORE to support the children of restaurant employees. CORE is a national non-profit that provides financial relief grants when food and beverage workers experience hardships. We recently printed partner awards and constantly produce multilingual informational posters to spread the word about the assistance available through CORE grants.

Read More »