Ultra-Personalized Marketing Yields Better Results

A tale of turning one-size-fits-all into one-to-one marketing for outstanding results

Once upon a time…

there was a Fortune-500 consumer service company that had millions of customers using its services every day.

Every day…

the company would send out promotional emails and direct mail postcards to persuade new prospects to try their services and existing customers to use additional services.

One day…

the company realized that sending the same message to millions of people regardless of who they were, where they lived, and what they might like was having diminishing returns.  Despite clever pictures, taglines, and copy in their promotions, fewer and fewer people were responding.

Because of that…

we suggested a more intelligent approach.  What if we could tailor each email and postcard with a genuinely personalized promotion that incorporated what we knew of the prospect into each message?

And because of that…

we built a system that delivered ultra-personalized email and postcards for better results.  The solution had an API that received many relational tables from the company containing data with people, their demographics, their purchase histories, and other useful information.  We worked with their marketing agency to incorporate a matrix of pictures, taglines, and copy.  Then we delivered millions of extremely target promotions.

Until finally…

…the companies results were spectacular.  The more focused and targeted the messages became, the more people purchased the company services.  Even better, we could precisely measure the results of our efforts. We successfully delivered a one-to-one marketing solution at a similar cost to their previous mass, one-size-fits-all marketing with better results.