Why Segmentation & Personalization Are So Important

No matter what kind of business you operate, segmentation and personalization are great strategies to stay competitive in the marketplace. Personalizing your marketing campaigns can differentiate you from the competition and build a stronger relationship with your customers. It’s a great way to show that you care about your customers as individuals and want to create experiences that cater to their unique needs.

Whether in printing and signage or digital marketing, here’s why you should leverage customer analytics to personalize your messages.

What Are Segmentation and Personalization?

Segmentation and personalization go hand in hand to improve your reach as a brand. Segmentation is the act of dividing your customers into groups by demographic or other characteristics in order to more effectively cater messages to them. For example, you may market to Baby Boomers in a different way that you’d market to Gen Z customers. Segmenting your client pool is a great way to maximize the impact of your marketing efforts.

Personalization goes a step further, offering customers highly tailored marketing experiences to keep them engaged. Using customer data—such as name, gender, interests, purchase history and more—marketers can personalize their messages to cater to customers both within a segmented group and as an individual.

Personalization can be high-tech or low-tech, depending on the marketing medium. In the case of print materials like direct mail, you can use variable printing to include personalized information like the customer’s name, birthday or special interest on postcards or coupons.

In digital marketing, businesses can use customer analytics to identify shopping patterns and target customers more effectively. By leveraging data, you can give customers specific product recommendations or only show results relevant to their interests. For example, you can keep track of how often they purchase and email them a discount code when it’s time to reorder.

Why Personalization Matters

Marketing shouldn’t be treated as one-size-fits-all, because every customer is unique. Getting to know your customers and tailoring content to them based on data will make your campaigns more effective in the short term and the long term.

Personalization increases customer engagement and loyalty. Buyers want to be more than just a number. They want to be seen and heard by brands and would rather shop from a business that makes them feel good and caters to their individual interests. Personalization humanizes your brand and creates a unique and satisfying customer experience with every mailer or email.

People’s time is also valuable. Customers don’t want to have to seek out what they’re interested in. Personalization puts the products that are most relevant right in front of them, making the buying process faster and easier. Tailoring purchase recommendations to buyers makes it more likely that they’ll purchase from you. In fact, 91% of consumers are more likely to shop with brands that recognize and provide relevant offers and recommendations.

Using a personalized approach is also a better investment of your marketing dollars. Generic marketing messages may fall flat because they’re not relevant to everyone who sees them. On the other hand, personalized messages are more likely to result in a sale because customers receive valuable recommendations and feel more connected to your business. Over time, these numbers add up. According to recent research, 70% of companies that use advanced personalization have already earned 200% ROI or more from the strategy.

Leverage Data to Personalize Your Marketing Efforts

Personalization is important to both print and digital marketing strategies. It can be as simple as adding customers’ names to a piece of mail or as sophisticated as using analytics to send customers targeted ads or search results. In order to effectively segment and personalize your marketing, you need to get an idea of who each of your customers is. The more your business understands your customers’ needs, the more you can create content that’s truly relevant to them. This is where data and analytics come into play.

There are many ways you can gather customer data, from email newsletter opt-ins to product delivery information to digital analytics that track customer behavior. Once you have that data, it’s important to store it in a way that allows you to sort through and use relevant information for your marketing campaigns.

Personalize Your Campaigns with AlphaGraphics Pittsburgh

Implementing a new segmentation and personalization strategy can lead to tremendous results in your marketing campaigns. Pay attention to your customers’ needs and pain points and use data strategically to design each message for them. When you do, you’ll likely see higher sales, better ROI and stronger customer relationships.

Ready to get started on a personalization strategy? AlphaGraphics Pittsburgh is here to help! Whether you’re leveraging direct mail, email marketing, search engine optimization or anything in between, the experts at AlphaGraphics will help you reach the right people in the right way.

Need help with your next project? Let’s get started!