Importance of Personalizing Customer Communications
By Toppan Merrill
1 min read | Industry Insights Insights Home

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With one in five consumers feeling the need for a digital detox, the need for well-targeted and personalized content is greater than ever. Highly relevant content is sure to stand above the noise and break through the clutter, but it relies first on the targeting and segmentation of your customers into small groups. Equally important is the flexibility of your marketing communication to leverage personalized outreach, whether it be email or direct mail based, in getting the right content in front of the right customer at the right time.

Creative ideas for personalizing content

Content personalization is a hot topic for many marketers and product managers, though not everyone executes personalization effectively. For example, many communication campaigns start with a dynamic insertion of the recipient's name, allowing the campaign manager to check off a box and consider personalization complete. However, effective personalization requires more attention than just addressing a consumer by their first name.

With today’s technology and need to engage customers and improve outcomes it is important to personalize the actual content in a way that is relevant to each customer and their investments. On your customer portals make sure your delivering content that is relevant to them and their investments. 

Make personalization seamless, current customers can be thanked for their loyalty on their customer Anniversary date, along with tips and tricks on saving for retirement. Personalization for current customers can help ensure they feel like more than a number to your Firm and that you do care about their repeat business.

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The more you can personalize your content to the customer the more likely they are to remain satisfied loyal customers with driving healthier outcomes. Some effective out-of-the-box ideas for personalized content for approaches spanning both traditional and digital channels include:

  • Make deeper connections — Firms with the most sophisticated needs such as PHI and PII compliance, can utilize secure data integration through template-based design to personalize the content their customers are viewing in email newsletters, market outlooks and other direct mail pieces. Suppose the customer communications are being routed through a dynamic publishing solution that truly enables personalized communications. In that case, the content can be personalized from such characteristics as the customer's age, gender, or location.
  • Utilize targeted recommendations — A services organization, such as a retirement provider, could take an algorithmic approach to consider the customers financial wellness journey and suggest content on how to impact their retirement goals. The recommended content could be delivered via app notifications or email newsletter. Or perhaps a little extra personal touch is needed, and such content could be placed in the customer's hands as a physical mailer.
  • Leverage gamification — A variety of organizations could use information such as purchase history or consumer location to get extra personal, providing calls to action for additional loyalty program points if they complete a specific challenge. For example, Starbucks' introduction of such a gamified loyalty rewards program assisted in lifting its revenues to over $2.5 billion. Similar gamification tactics could be used through a variety of channels, such as event marketing or direct response marketing, to move current customers along the customer journey toward advocacy.

Be sure to subscribe to our blog to find out ways to leverage the power of a multichannel outreach approach and efficient ways to manage and produce your campaigns.

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Toppan Merrill


Toppan Merrill, a leader in financial printing and communication solutions, is part of the Toppan Printing Co., Ltd., the world's leading printing group, headquartered in Tokyo with approximately US$14 billion in annual sales. Toppan Merrill has been a pioneer and trusted partner to the financial, legal and corporate communities for five decades, providing secure, innovative solutions to complex content and communications requirements. Through proactive partnerships, unparalleled expertise, continuous innovation and unmatched service, Toppan Merrill delivers a hassle-free experience for mission-critical content for capital markets transactions, financial reporting and regulatory disclosure filings, and marketing and communications solutions for regulated and non-regulated industries. With global expertise in major capital markets, Toppan Merrill delivers unmatched service around the world.


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