Comments on: Should Direct Mailers Be Targeted Toward Women? http://home.sharedmarketing.com/should-direct-mailers-be-directed-toward-women/ Co-op Advertising and Local Store Marketing Wed, 12 Jan 2011 15:38:51 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Mark Redshaw http://home.sharedmarketing.com/should-direct-mailers-be-directed-toward-women/comment-page-1/#comment-274 Mark Redshaw Wed, 12 Jan 2011 15:38:51 +0000 http://home.sharedmarketing.com/?p=359#comment-274 I worked with one of the largest discount retailers and their focus groups showed that customer intimacy not just personalization drove results. As a matter of fact when we added personalization to the coupons, redemption dropped precipitously. What the focus groups wanted was to have someone understand their needs without shoving it in their face.....once we dialed in the selection of products down to the individual we heard the phrase "Its like they know me....." which equaled incredible response rates .....more than 10x normal direct mail. I worked with one of the largest discount retailers and their focus groups showed that customer intimacy not just personalization drove results.

As a matter of fact when we added personalization to the coupons, redemption dropped precipitously. What the focus groups wanted was to have someone understand their needs without shoving it in their face…..once we dialed in the selection of products down to the individual we heard the phrase “Its like they know me…..” which equaled incredible response rates …..more than 10x normal direct mail.

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