The customer experience is changing dramatically and rapidly. Everything is digital. And with more digital capabilities, comes less face-to-face interaction. Your customers are now able to do anything from transferring money, to depositing checks, and even opening new accounts remotely via mobile apps and home banking systems. Things that used to require an in person visit, now simply do not.
As face-to-face interaction drops, and digital experiences rise, your member’s documents are becoming more important than ever to help your business maintain a personal connection with customers, drive brand awareness and market your products and services.
Unfortunately, generalized statement stuffers are no longer effective.
The good news?
In-document marketing has the potential to offset print and production costs, and provide added value to your customers by containing targeted and personalized material, which will increase the quality of marketing content, and create a better member experience as a whole.
And the best part?
The cost is essentially free... Because documents are already being delivered, there are no added delivery charges to include marketing content.
By implementing personalized marketing in your documents you can maximize them as not only a way to deliver transactional information, but a marketing vehicle and an opportunity to deliver content personalized to individual’s specific needs.
So how do you do it?
Here are 3 tips to help you get started with incorporating personalization in your document marketing:
1. USE DOCUMENT TEMPLATES
Document templates are essential. Templates give you the ability to easily optimize documents for production by automatically reducing extra white space, including headers and summary tables, and improving the consistency of your branding through designated branding windows.
Though templates, you can also globally allocate specific areas for marketing messages across all your documents… making implementing personalization in your customer documents significantly easier. Which brings us to our next tip…
2. MASTER BUSINESS RULES
A business rule is programmed logic that replaces manual steps. They are the lifeblood of personalized marketing and are what allows you to automatically include specific messages for only certain individuals, without manually choosing who gets which message. You can create business rules to segment your members based on specific criteria, and then dynamically insert the personalized content into the designated marketing spaces in your templates.
3. ADOPT A SELF-SERVICE MARKETING MANAGEMENT PORTAL
A secure marketing management portal is what will allow you to create business rules to segment customers and dynamically incorporate the personalized content into documents. It is key to implementing personalized marketing. By utilizing a self-service system that provides 24X7 online access, marketing teams can easily and quickly make changes to documents, manage marketing messages and execute campaigns.