Tips to Manage the Marketer's Personalisation Dilemma
NOVEMBER 17, 2014
Which one your reader sees depends on the company’s SIC code. Small touches like these increase response rates at the cost of a moderate increase in resource. Personalisation isn’t all-or-nothing. Between mass appeal and one-to-one customisation, there’s a profitable middle way. To personalise or not? No question: for almost all one-to-one communication, you should personalise. But there are differences in degree.