• Write From Your Reader's Perspective by David Fideler
  When potential customers arrive at your website or look over your marketing materials, they immediately want to know what's in it for them. If that's not obvious, chances are they will move on quickly. By using the word "you," you begin ...
  More articles on Copywriting, Customer Engagement, Customer Relationships, Personalization
• The Surprising Evolution of Online Marketing in Software Sales by Jayson Gehri
  Online marketing is nothing new for software marketers. It's only natural that the software industry and computer-software users migrated to the Internet early on. So although the idea of online marketing isn't new, how software is marketed online continues to ...
  More articles on Marketing Smarter, Online Marketing, Personalization, Targeting
• How To Generate Blogger Buzz: Eight Proven Tips by Kimberly Smith
  For those accustomed to traditional PR, the blogosphere seems an entirely different beast—but one that has the potential to turn your message into a viral sensation. The following eight tips will help you capture the right kind of attention from ...
  More articles on Blog Comments, Blogging, Creativity, Humor, Personalization, Public Relations, Targeting
• The New Direct Mail: Five Tips to Turn Print Campaigns Into Gold by Randy Spurrier
  Twitter and Facebook might make for captivating marketing headlines, but the same savvy Chief Marketing Officers who are embracing social media are also quietly reinventing a less-buzzy marketing technique: direct mail.
  More articles on CRM, Customer Engagement, Direct Marketing, Marketing Tips, Personalization, Segmentation, Targeting
• A Two-Step Process for Launching Successful Email-Marketing Campaigns: Find Your Voice, and Segment by Steve Adams
  Email is one of the easiest, most affordable, and most effective marketing tools out there. Nonetheless, launching an email-marketing program can seem a daunting challenge, especially for time-strapped entrepreneurs and small-business owners.
  More articles on Email Campaigns, Email Marketing, Email Subject Lines, Marketing Tips, Personalization, Segmentation, Small Business, Writing
• Three Ways to Personalize Your Email Marketing: Remember Who You're Talking to by Karen Talavera
  Sometimes we get so caught up in the procedural logistics of email marketing that we forget we're communicating with real people. We think in terms of lists, databases, target audiences, and segments. With email, as with conventional channels, it's important to ...
  More articles on Creativity, Direct Marketing, Email Marketing, Personalization, Testimonials, Writing
• How to Become 'Their Brand': Engaging Today's Fickle Customers by Manila Austin
  Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the modern consumer. Just what do these terms mean? Mainly, they mean ...
  More articles on Branding, Community, Customer Engagement, Customer Relationships, Feedback, Market Research, Personalization, Personas, Segmentation
• Email Optimization: How Simple Changes Increase Open Rates, Clickthrough, Response, and Average Order Size by Debra Ellis
  Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one. Practitioners of knee-jerk planning rely on emails to bolster a sagging month or fill in the ...
  More articles on Brand Awareness, Customer Relationships, Email Marketing, Measurement, Personalization, Testing, Writing
• Improve Lead Capture, Conversion: Replace Landing Pages with Personalized Microsites by Sundeep Parsa
  You can improve lead-capture and sales-conversion rates by directing your prospective customers to special Web site landing pages. But you can enjoy even greater success by expanding your landing pages—turning them into microsites—and customizing the home pages and navigation menus of ...
  More articles on Landing Pages, Personalization, Targeting
• How to Sell the Experience When Features and Benefits Aren't Enough by Jonathan Kranz
  Suppose your product features are much like your competitors', and the benefits of using your products or services are similar. Looks like you're on the commodity train. When a typical approach fails to distinguish your business from the pack, it ...
  More articles on Customer Experience, Personalization, Product Marketing, Testimonials, Websites, Writing
• Personalized Search: All's Well... or Orwell? by Scott Buresh
  Google is now (and has been for some time) collecting data on individual users, and they are assuming that users will trust them with this data to "Do No Evil," as their famous slogan goes. Only time will tell whether ...
  More articles on Customer Behavior, Google, Keywords, Personalization, Search Engines, SEO
• Wired for Winning Loyalty by Jill Griffin
  More articles on Brand Ambassadors, CRM, Customer Engagement, Interactive Marketing, Mobile Marketing, Personalization, Word of Mouth
• Customers in Captivity—Debunking the Loyalty Program Myth by Jeanne Bliss
  The gig is up. Your customers think it's simply too much work to reap the benefits of a "loyalty program." So here's the classic experience customers have with loyalty programs. After reading this, how loyal would you be? Scratch that. After ...
  More articles on Customer Relationships, Marketing Inspiration, Personalization, Targeting
• Ten Ways Marketing Can Lower Cost per Lead by Jay Bower
  Management wants more leads, but you can't get an increase in your budget. To meet their demands, you have to lower your cost per lead. You have to either increase response rates or cut your cost per contact. There are literally ...
  More articles on Copywriting, Direct Marketing, Lead Generation, Marketing Tips, Personalization, PPC Campaigns, Referrals, Search Engine Marketing, Targeting
• The Press Release is Dead (Will Somebody Please Tell the Clients?) by Sally Saville Hodge
  In competing for a piece of business not too long ago, the author's public relations firm was asked to supply three samples -- of recent clips, bylined articles, and press releases. For two of the three requirements, the issue was ...
  More articles on Personalization, Positioning, Press Releases, Public Relations, Targeting
• P13N: The Power of Personalization by Suzanne Taylor
  Useful and sticky Web sites find out what's most important and relevant to their customers--and then customize their experiences in a meaningful way. By giving customers more of what they want (and when they want it), Web companies can use ...
  More articles on Customer Engagement, Customer Experience, Customer Retention, E-Commerce, Personalization, Websites, Word of Mouth
• The New BrandScape: Six Future Trends Changing Marketing by Mary Brown
  Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century. With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping your eye on the horizon of future trends in branding ...
  More articles on Branding, Customer Engagement, Personalization, Word of Mouth
• It's a Woman's World (Wide Web) by Bill Morton
  Successful sites don't happen by chance. A compelling online experience geared toward women is developed with care and the understanding that she has to be considered from the very beginning of the process. To help your site take up residence ...
  More articles on E-Commerce, Online Marketing, Personalization, Personas, Website Design, Women
• SWOT Team: Boosting Survey Responses by Hank Stroll
  This week, how can you entice more people to consider filling out your surveys? Join the conversation! Also this week: What loyalty programs are most effective at addressing both local and international customers?
  More articles on Customer Behavior, Customer Relationships, Customer Retention, Marketing Challenges, Personalization
• Dear Editor, Please Write About My Company by Brian Pelletier
  Media relations is known for being both an art and a science. But sadly, many public relations professionals come across as if they're using a 99-cent watercolor set and grade school chemistry kit.
  More articles on Email Campaigns, Personalization, Targeting, Writing

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• [Your Name Here]
  Marketing messages with personalized subject lines usually fail to impress DJ Waldow. "[Most] of those emails use my first name as the 'hook' to get me to open," he writes ...
  More articles on Email Marketing, Email Subject Lines, Personalization
• Outside the Box, Inside the Pocket
  Mobile marketing isn't the unicorn it used to be. Most folks in your demo probably have a real, live phone within immediate reach for most of their waking days. And ...
  More articles on Mobile Marketing, Personalization, Smart Phones
• Are You Drippy or Loopy?
  Although B2B marketers may use the terms drip marketing and closed-loop marketing interchangeably, they are actually two distinctly different approaches to lead nurturing, says Maria Pergolino in a recent post ...
  More articles on B2B Marketing, Collaboration, Email, Landing Pages, Lead Nurturing, Personalization
• Don't Become a Frenemy
  "Refer-A-Friend campaigns can be tricky territory," says Kristen Gregory in a post at the Bronto blog. "Let's be very clear: just because someone gives you the email address of their ...
  More articles on Copywriting, Email Campaigns, Email Marketing, Email Subject Lines, Permission Email Marketing, Personalization, Referrals
• Now Is the Time for Me, Baby!
  Good news for those marketers who seek to advertise aggressively and creatively to Baby Boomers: You are right on track! New research is finding that for many Boomers "aging is ...
  More articles on Customer Behavior, Marketing Tips, Personalization, Targeting
• The Seven-Second Rule
  When subscribers open email messages, you have about seven seconds to answer their most important question: "What's in it for me?" According to Steve Adams, the best way to prove ...
  More articles on Email Marketing, Personalization, Targeting, Writing
• BTW: We Should Meet IRL
  "For too long, too many marketers have underestimated the value of email's impact on offline retail," say Lisa Harmon and Alex Madison in a post at the Email Experience Council ...
  More articles on Collaboration, Email Marketing, Marketing Smarter, Personalization
• 'Hello, First Name': How to Avoid Being an Email Cliché
  Imagine that a typically obnoxious B2B-marketing email has come to life—and he wants to talk to you even though you can't remember where you met or why he has your ...
  More articles on B2B Marketing, Email Campaigns, Email Marketing, Email Service Providers, Personalization, Personas, Videos, YouTube
• You Sure Are Testy These Days
  Just because an email strategy works for one company—even one very like yours—that doesn't mean it will automatically work for you. "This is due to different cultures and expectations," says ...
  More articles on Email Marketing, Personalization, Testing
• Hey, Remember Me? Hey!
  Imagine that a typically obnoxious B2B-marketing email has come to life—and he wants to talk to you even though you can't remember where you met or why he has your ...
  More articles on B2B Marketing, Email Marketing, Marketing Inspiration, Personalization, Writing

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Personalization case studies, deconstructing real life examples and illustrating lessons learned

• How Getting Personal Helped Spur Renewals for the Golden State Warriorsby Golden State Warriors
  CASE STUDY: So maybe your organization hasn't had a stellar year. (Really, how many have?) But you still have fans. How can you reach out, in a more personal way, to keep the customers you have?
  More case studies on Case Studies, Creativity, Customer Retention, Direct Marketing, Personalization, Videos, Websites
• How Intrigue and Personalization Helped a Marketing Firm Connect With Handpicked Leadsby Babcock & Jenkins
  CASE STUDY: Relationship-marketing firm Babcock & Jenkins didn't tell prospects what it could do, it gave them a taste. Its campaign, launched with a package of brownies from a mystery source, showed how it uses intrigue, personalization, humor, and the soft-sell to establish and advance client relationships. Results: A tasty 50% response rate.
  More case studies on Brand Awareness, Case Studies, Creativity, Customer Relationships, Lead Generation, Personalization, Targeting, Websites
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site Experienceby Sydney's Closet
  Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach.
  More case studies on Case Studies, Customer Behavior, E-Commerce, Personalization, Segmentation, SEO, Targeting, Websites
• How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page Personalizationby Company: Continental Warranty
  Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct them to microsites matching their profiles—and nearly doubled leads.
  More case studies on Case Studies, Customer Engagement, Landing Pages, Lead Generation, Personalization, PPC Campaigns, Sales, Search Engine Marketing, Targeting
• How a Retail Company Increased Web Sales Order Value 60% via Automated Personalizationby Personal Creations
  For personalized gifts retailer Personal Solutions, matching up complementary items for a monthly catalog was one thing. Manually serving up suitable recommendations and keeping up with seasonal inventories for real time online sales without an automated process was another.
  More case studies on Case Studies, Customer Behavior, Customer Engagement, Personalization, Sales, Web 2.0, Websites

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Personalization online seminar broadcasts from the best minds in marketing

• Email Customization: Getting Personal to Deepen Relationships, Generate Additional Sales, and MoreAttendee rating:  - 5/22/2008
  More seminars on Customer-Centric, Customer Relationships, E-Commerce, Email Deliverability, Email Marketing, Personalization, Segmentation, Targeting
• One-to-One Email Campaigns for B2B OrganizationsAttendee rating:  - 1/20/2005
  More seminars on B2B Marketing, Email Campaigns, Marketing Tips, Permission Email Marketing, Personalization, Website Design, Websites

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