Companies that use personalization in their marketing campaigns statistically have shown a higher response rate than if they would have used traditional non-personalized marketing methods. However, there are many factors to consider when deciding how to personalize your next marketing piece.

Some key factors to consider and that have a direct impact on ROI:

• Design
• Quality of list
• Relevance of offer
• Timing
• Level of personalization (name, image, tailored offers)
• Length of campaign (multiple messages may be needed)

Easing into personalization As a way to test the impact of personalization on your specific projects ROI you may want to consider trying an A/B marketing test. This would consist of trying half the project in the same none personalized manner as it typically done, and then try to send out half with personalization. Then track and compare the results to see if any increase in ROI was gained.

Return On Investment (ROI)

Typical response rates, static and personalized campaigns

(Data Source: Caslon analysis of PODI and DMA data)