Getting Personal: An Introduction to One-to-One Marketing

One-to-one marketing is a strategy where direct marketing communications are personalized to the demographics, interests and needs of specific groups, or segments, of customers and prospects. This is much more than simply sprinkling someone’s name throughout a form letter. One-to-one marketing is effective because it tailors the actual direct marketing messaging and offers to resonate with the recipients.

While one-to-one marketing can employ various delivery channels like email, direct mail and personalized websites, it is first and foremost a strategy. It begins with understanding and segmenting your marketplace while ensuring you have sufficiently clean data to implement your business decision criteria. It then continues with selecting the offers, messaging and channels that will work best for each segment, and creating communications that will drive results.

This short, marketing overview will introduce you to some of the key concepts of one-to-one marketing to help you envision how you might use it and how you might get started.