Recently, I received a direct mail piece from my dog's veterinarian. It was a Healthy Pet magazine featuring William Shatner (Of course?). Although it was a direct mail piece, there are still relevant lessons that can be transferred to using personalization in emails. See the image of the piece below.
I enjoyed several aspects of the mailing...
1. Personalized Image. The picture of the dog on the front looks exactly like my Henry - down to the crazy pug eyes and the tongue always sticking out. It was perfect and got my attention right away.
2. Name. I noticed they had included Henry's name on the front as well. (Even though it was spelled wrong, but more about this later.)
3. Last Visit. If you glance through the pages, you notice the vet also included the last appointment date we had. I added it to my planner right away as a reminder to schedule the next one.
Here are some factors to consider if you plan to use personalization in your email program...
1. Correct Information. Using personalization can be tricky. You need to be sure you have the right information before deciding to incorporate it. For example, I loved how they used Henry's name, but part of the effect was lost on the fact I was distracted by the misspelling. If you are going to use personalized pieces in your email be sure you have the correct information for everyone in your database. Otherwise, it may not turn out well when sent.
2. Permission. This is a tidbit specifically for using personalization in emails - make sure you have permission before sending them any kind of emails. Using personalization will be the least of your problems, if you have not previously obtained permission.
3. Social Media. There were several mentions on the mailing to visit their Facebook page. I assumed it meant for my specific veterinarian, but no. When I got there, it was basically an empty site. I made it to the appropriate one, but still it lost some of it's pizazz. When incorporating social media into your email, be cautious of all sites and aspects. You don't want your subscribers to go astray.
1. Personalized Image. The picture of the dog on the front looks exactly like my Henry - down to the crazy pug eyes and the tongue always sticking out. It was perfect and got my attention right away.
2. Name. I noticed they had included Henry's name on the front as well. (Even though it was spelled wrong, but more about this later.)
3. Last Visit. If you glance through the pages, you notice the vet also included the last appointment date we had. I added it to my planner right away as a reminder to schedule the next one.
Here are some factors to consider if you plan to use personalization in your email program...
1. Correct Information. Using personalization can be tricky. You need to be sure you have the right information before deciding to incorporate it. For example, I loved how they used Henry's name, but part of the effect was lost on the fact I was distracted by the misspelling. If you are going to use personalized pieces in your email be sure you have the correct information for everyone in your database. Otherwise, it may not turn out well when sent.
2. Permission. This is a tidbit specifically for using personalization in emails - make sure you have permission before sending them any kind of emails. Using personalization will be the least of your problems, if you have not previously obtained permission.
3. Social Media. There were several mentions on the mailing to visit their Facebook page. I assumed it meant for my specific veterinarian, but no. When I got there, it was basically an empty site. I made it to the appropriate one, but still it lost some of it's pizazz. When incorporating social media into your email, be cautious of all sites and aspects. You don't want your subscribers to go astray.
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