This advanced personalization demo is designed to showcase some of the ways in which you can use dynamic and variable copy. Simply fill out the form below and press the “Run Demo” button. We encourage you to vary the information, too, and rerun the demo in order to see how the copy changes, based on the information provided.
The following is a fictitious letter for an equally fictitious ibuprofen-based painkiller called Tamepain. As an example of advanced personalization, the letter incorporates the data you supplied above in the form of dynamic substitutions of names, words and even phrases, all with the purpose of establishing a connection with the customer.
* Fictitious web address for demo purposes only.
Using this sort of variable content is certainly one of the powerful aspects of advanced personalization. It allows you to use your customer data to carefully craft and slant your copy to the known interests, tendencies, conditions and buying habits of your clients. However, as with anything, beware of using too much of a good thing. Consider the following paragraph, which exemplifies some of the things you want to avoid when using advanced personalization.
There are two key problems here. First, aside from sounding repetitive, the overuse of the contact name is too familiar and will likely to turn the customer off. This can be an effective technique, so long as it is used sparingly, usually at parts of your copy where you want to recapture the customer’s attention.
Second, the paragraph makes the mistake of telling the reader “we know this about you.” Again, this is far too familiar. You don’t alienate the customer by revealing everything you know about them. Rather, you want to use that information to craft copy which will get your customers to think: “Hey, I can relate to that.” The following paragraph communicates the same basic concepts as the previous paragraph, but in a much more subtle and refined way.
[DEAR_DS]
We all know how excruciating a [PAIN_DS] can be and how fast relief is a welcome blessing!
Thanks for letting us know that [RELIEF_DS] is your favourite pain remedy. [IB_DS]
We are enclosing a sample of our new product Tamepain and hope that you will try it next time you need pain relief. As a fast-acting ibuprofen we hope that your pain will be gone in minutes.
For more information on our Tamepain products, please visit the following web site:
www.utamepain.com*
[FNAME_DS], I want to thank you for trying our Tamepain product samples. I think that you will be delighted with the results. If there is any other information that you require, please feel free to call our Tamepain hotline at 1-855-555-5515.
Yours truly,
D. Meds
Dr. Meds, Director of Relief
Tamepain Inc.
Hi [FNAME_DS]. Thank you for your interest in the Tamepain product. [FNAME_DS], we know that you suffer from [PAINs_DS] and that your favorite form of pain relief is [RELIEF_DS]. We hope that you will consider trying the pain relief offered by our brand of ibuprofen. [FNAME_DS], as a sufferer of [PAINs_DS], we are certain that Tamepain will provide you with much needed relief.
[FNAME_DS], thank you for your interest in the Tamepain product. We know that, every day, thousands of people just like you turn to medications, such as [RELIEF_DS], for relief from their [PAINs_DS]. The next time a [PAIN_DS] hits, however, we hope that you will try this sample of Tamepain. We are certain that our brand of ibuprofen will provide you with fast, much-needed relief.
Your Data is the Key
Of course, the key to all of this is always going to be your data. Your customer database is the engine that is ultimately going to drive any form of advanced personalization. As such, you should always strive to ensure that your data is in the best possible condition. For help in this area, consider downloading one of these reference documents:
Database and Address Accuracy Primer
This document was prepared in order to help Canadian mailers improve their overall address accuracy and assist in the effective structuring of their marketing databases. It is currently in its second edition.
Making Your Data Letter Perfect
We have always considered personalized letters to be one of the most powerful tools in direct marketing. However, if you don’t do it right, the impact they have can be just the opposite of what you’re looking for. This document will help avoid some of the pitfalls that many people face with personalized letters.
For additional help, please consider our wide range of technical services. With years of experience under our belts, we would be happy to help you get your database ready for Advanced Personalization.
Our goal is to help make your direct marketing the best it can possibly be!
Call us today » 1-800-422-1309
