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By Pageflex Marketing • January 2, 2018

Personalized Communications: How to Maintain a Human Touch at Scale


Personalization isn’t a new or cutting-edge concept, but market research over the past couple of years proves the consumer craving for personalized communications is rapidly growing with no sign of stopping. With 86% of consumers claiming that personalization plays a role in their purchasing decisions (Infosys), and 41% of consumers admitting they buy more from retailers who send personalized emails (MyBuys), buyers are explicitly telling us that tailored, targeted messaging is the most effective way to reach them—and marketers who cater to this are seeing big returns on their marketing investment.

According to Evergage, 88% of marketers saw a notable lift in business results by implementing a personalization program. Furthermore, 79% of organizations that exceeded their revenue goals last year have a documented personalization strategy (Monetate). Research proves that personalization is key to driving revenue and business growth—but how can you do it when you’re an enterprise marketer with locations across the country (or even world), all of them with their own unique local audiences?

Implementing a Personalized Communications Strategy at Scale

Your local end users—those with their feet on the ground, working face-to-face with your customers every day—have the information that’s needed to create the most relatable messages for local audiences. They’re in-the-know when it comes to everything from local vernacular to geographical factors (think climate or local industry news) that can impact sales–and by incorporating relevant information into marketing messages, they can reach their audiences in ways that stand out.

So how do enterprises with hundreds, even thousands of distribution channels empower their local end users to create more personalized marketing messages without compromising corporate brand guidelines? With a distributed marketing platform

A distributed marketing platform gives local end users the means to customize professional and attractive—compliant, corporate-approved—branded templates for their local audiences. From creation to delivery—and even beyond with powerful engagement tracking functions—an effective distributed marketing platform serves as a hub that connects corporate and local marketing teams, enabling the collaboration that’s necessary to create more impactful, personalized communications.

Personalization That Exceeds Expectations

Swapping in a customer’s first name instead of the typical “hi, there” on your communications can be pretty effective—in fact, Canon Solutions America found that using a person’s first name can increase response rates on direct mail by up to 135%—but companies see an even bigger return on their investment when they go above and beyond expectations. 84% of consumers say they are more likely to open direct mail that has their name printed on it (NextPage), but when personalization includes content that’s entirely unique to the recipient, that number gets even higher.

A distributed marketing platform allows for personalization when it comes to simple elements like a customer’s name, location, and language—but its flexible nature enables you to go even further by customizing communications based on purchase history, gender, how long they’ve been a customer, and more.

Drive Loyalty, Engagement, and Sales By Empowering More Personalized Communications

Distributed marketing isn’t just a marketing tactic—it’s a powerful strategy that supports and accelerates local-level growth for your company. Whether you deliver marketing communications solely online, or your company takes advantage of direct mail to reach customers, Pageflex’s Distributed Marketing Platform is a robust solution that makes personalization a breeze in even the most highly-regulated industries. To discover how distributed marketing can accelerate your marketing performance, get the Ultimate Guide to Distributed Marketing.