Examples of and lessons from communications that neglect basic direct marketing Best Practices.
A Boy Named Sue
In late December, a major full-service business-to-business provider of print and related solutions produced and mailed 2011 calendars to many of its customers. The printer used this as an occasion to show off its personalization capabilities.
Beautiful content. Great personalization. Unfortunately, the recipient’s name is actually Marc -- not “MARK” as it was printed on the calendar -- so the calendar will not be used.
Lesson: Correct personalization is just as important with business-to-business communications as it is with direct-to-consumer communications. Be sure your customers’ names are correct before your personalize your content.