Personal Services…

It’s a fairly well understood principle in marketing that the more relevant a communication is to an individual, the more likely that individual is to respond to it. Of course, the greater the level of response, the more revenue and profit is generated. Obviously, in certain media, personalisation can be difficult – impossible even. However there are plenty of channels where marketers can and should be tailoring their messaging to improve their results: direct mail, email and online are three perfect examples. What frustrates me is the small number of... Read The Rest →