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Profile before you personalize

Want to rock the results of your next personalized marketing campaign? Profile before you personalize! What do we mean by that? We mean understanding what your customers look like as aggregate demographic or psychographic groups before you send targeted mailings or personalize to them as individuals. As a very simplified example, let’s take age. Each age demographic tends to have different priorities and differing responses to different types of messaging. By running a very simple analysis, for example, you might find that your customer base looks like this: 18-34 years old (38%) 35-49 years old (30%) 50-64 years old (18%) 65+ years old (14%) If you’ve never profiled your customers by age,