Avoid “Ready…Shoot…Aim”
Defining goals beforehand will let you quantify the value of personalization.
Build customer trust
Swap tangible benefits for customer information. Stress your privacy and opt-out policies.
Stay flexible
Minimize hard-coding of your personalization criteria.
Start small
Focus on a single personalization feature— cross-sales, for instance. Then build from there.
Respect customer preferences
If a customer opts out of personalized mail, obey.
Keep your database up to date
The state of the world changes continually. Your database should reflect it.
Analyze personalization value/costs
Test before rolling out
Never assume that personalization always pays for itself.
Boost your predictive ability
Constantly analyze cross-sales, customer value, attrition data and other factors.
Speed the process
Ask database vendors to keep you checked out on their systems to avoid bottlenecks.
Interact with customers fast
No customer owes you patience while your system fumbles with his order.
Observe trends
It’s the only way to know where your program is succeeding, or falling short.
See also:
Variable Data Home Page
Marketing Home Page
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