Personalisation, relevance and consistency in database marketing

Technology has enabled marketers to personalise communications to customers, affordably and regularly, at every value level.

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...

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