Personalisation, relevance and consistency in database marketing

Yolanda Noble

Joined-up customer communications used to be something of a pipe-dream for most businesses. Database experts could establish an all-round view of each customer, but the process of translating this intelligence into joined-up communications was often either unwieldy or unaffordable.

However, three things have come to pass over the last two years:

  1. High-speed personalised printing has become affordable for all customer communications, rather than just high-value ones.

  2. The ability to create a tailored set of contents for each customer's envelope has become very sophisticated.

  3. Statements are now recognised as a powerful advertising medium in their own right.