The Power of Personalization

Omnichannel Marketing – you’ve heard the term, but what does it mean? Omnichannel marketing is a strategy that aims to create a seamless personalized experience for your customer from the first touchpoint to the last. In today’s world, consumers expect marketers to deliver a personalized, seamless experience regardless of channel or device. Consumers can now engage with a company ways, e.g. in person, phone, mail, website or mobile app, or through social media. Each piece of the consumer’s experience should be consistent, complementary and personalized to them. 88% of US Marketers report seeing measurable improvement with personalization. In a recent study by Adobe, 42% of respondents said they get annoyed when their content is not personalized.

The use of multiple mediums to optimize response rates has become the norm. By creating marketing campaigns that encompass the use of email, direct mail, social media or any online presence, businesses of all types successfully get their message out to the right people. Each of the channels has their own strengths, but combined they represent a very powerful tool to talk to the consumer. Cathedral Corporation has the ability to create engaging omnichannel communication programs and has invested in software to enhance their effectiveness.

Below is an example of personalization. Cathedral utilized database intelligence to formulate personalized content thorough multiple channels. Some examples included the color of the printed piece changed based on gender, the name changed with each email, and the personalization continued with a postcard mailer, a Personalized URL, a non-responder email and a personalized calendar. This campaign generated an 86% form completion rate!

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