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How Multi-layered Personalization Can Snag a Few More Customers…

Contributing Solution Provider

when something is known about the recipient provides a significant benefit for advertising.

Personalization used with multi-channel marketing may be a double whammy and produces a significant increase in responses. However, do not forget the intricacies of personalization.

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services.

A word of caution. Be careful how you use personalized mail, email or any other channel you customer’s may prefer. When you presume too much too soon –– what we call “presumptuous personalization” –– you could do more harm than good.

So, here’s a simple and safe way moving forward with personalization.

Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to get the best return on your marketing investment.

Read any marketing journal or the many service providers daily emails, you’ll find across the board, from SmallBiz to the largest companies, there is a lack of understanding when, how and why using personalization.

Here’s how we look at data and personalization or Rule number one.stencil.dataDrivenMktg2.jpg


Use a greater amount of personalization for house lists or with clients and customers who have purchased from you before. After all, you may talk with them, and they may talk to you.

Naturally, they expect that you should and would know some things about them and their buying habits. So, when you first become familiar or even relating to their needs, it is because they opened the door first.

Conversely, use less personalization when you haven’t previously done business with someone, even though they fit some of the customer segments or profiles. If you use too much personalization with prospects you do not know, your prospects may see this as an invasion of privacy, stolen data or made up data.

Rule number two.

Using personalization with past customer advertising can never hurt your reputation. Go ahead and add more pizzazz to stop their eye movement and probably a few more seconds of attention that can make a difference. Testing can answer your question on the type of personalization you need to start a track to become a customer.

When you use personalization wisely and appropriately, it is a powerful direct marketing mail tool that attracts attention, increases readership, and invariably boosts the chances for a response.

Use an advertising program with multiple channels and deeper personalization, in the form of a purchase history, yields a greater response rate.


In today’s data driven marketing era, it’s important to capture customer information to drive business and future marketing decisions. Today’s marketing must be strategic and beneficial to your customers.

Advertising is set to get the biggest response on selling your products and services. Plus, the added information helps customer service and your people who sell your goods.

No matter how great your product or service is, the fact remains that those who “have a need for what you have to know” must be aware of “what you have to offer.” That is my rule number three.

Let me know what you think.


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Evaluate, Teaching and Coaching Direct and Customer-centric Marketing Strategies – It’s what I do.



Mike Deuerling

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© 2007-2017 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art, HubSpot, PhotoPin, DepositPhotos, Solid Stock, Unsplash, Stencil or John Deuerling. 





I have owned and operated a variety of businesses during my thirty plus years as an entrepreneur. Being a SMB, I have engaged with others to learn and understand how each one was operated. I have had an inquisitive mind my whole life. I have an associate degree in science, completed an apprentice program in carpentry, studied design at another college and received a four year degree in Marketing, and added a few post graduate classes as well. SMB's have used direct marketing and mail as their main channel of communications for many years. Now the swing of the pendulum of marketing has led many to the latest trends in digital marketing. Data drives all forms of marketing communication. However, raw data must be analyzed, segmented, profiled, measured and tested to make the data useful to marketing. Great direct marketing mail processing is like peeling an onion. There are many layers you unfold to get your desired results. The process is easy to understand, and once you learn it, you’ll see what the phrase, “a labor of love” really means. If you have a goal to learn more about your customers from each communication, you will see positive results stemming from each subsequent mailing. The people who complain the loudest about their results when using direct marketing mail is usually those that did not follow the process. Not following the process is like the baker who missed using the correct amount of yeast in a recipe for bread. She wasted a lot of dough. Learning and having the techniques and fundamentals of direct marketing is a valuable skill to have today. Direct marketing mail helps a SMB focus more on results while listening and learning what their customers want. What makes me different? I’m motivated to help every one of my customers use the right tools to meet their goals. In the present digital age, marketing coupled with technology is a skill set now in high demand. I have always embraced the use of technology with marketing.