HOW TO: Personalise communications meaningfully

Four ways of achieving a more meaningful approach to personalisation in B2B 

Personalisation has been around a long time in the world of marketing. Indeed, since the invention of direct mail, the first-person approach has been so heavily used it has made most people entirely immune to its supposed charms.

Yet the abundance of perfunctory personalisation that continues to surround us creates its own opportunities to surprise and delight. I know the owner of a direct retail brand who occasionally takes the time out to handwrite personal thank you notes for inclusion in deliveries to his best customers – a simple but seriously effective technique for communicating the family-run nature of his business as well as its commitment to great customer service.