Browsing Tag

personalization

Revealed: The Best Way to Personalize

What tiny change to a text message appointment reminder cut no-shows by 57%? All it took was adding the recipient's first name. This remarkable result hasn't been formally published, but is recounted in The Small BIG, the latest effort from…

Forget Evil, Don’t Be Creepy!

Three Ways to Avoid Creepiness Marketers are being offered unprecedented new capabilities to target consumers by interests and behavior. There's growing evidence, though, that consumers are finding these personalized pitches off-putting. A…

Put Your Customer on the Product

Lately, I've highlighted the various ways companies (and even colleges) are putting their customers in their ads by using social personalization or other means. In Australia, Coke took the idea one step farther, and put customer names…

Put Your Customer in the Ad!

In my direct mail days, we used personalization whenever possible. Starting a letter with "Dear Roger" instead of "Dear Friend" responds better every time (if the recipient's name is Roger, that is!). A sweepstakes that uses a personalized…

What’s in a Name? Lots!

Dale Carnegie once said, "Remember that a man’s name is to him the sweetest and most important sound in the English language." It's a good bet that even Carnegie would be surprised at how true that statement is, even at the unconscious…

Personalization: Post-Its and Beyond

Have you ever received a printed invitation to, say, a charity fundraiser, and found that someone you know on the organizing committee had hand-written a short note encouraging you to attend? (Or sat in a room with other people actually…