What’s in a name? The importance of personalisation.

Flattery goes a long way, so they say – and it is so true – most of us are putty in the hands of someone who is focusing just on us.

Exactly the same can be said for how we feel about someone using our name when they contact us, whether by phone, email or importantly in print. A person’s name is to them, the most important word in any language.

When my eyes focus on the words ‘Dear Customer ‘ I instantly glaze over and assume that I’ve received yet another bit of unwanted junk mail. The writer obviously doesn’t know me at all and straight in the bin (recycling of course) it goes!  

However the attitude does change when I get some attractive mail that addresses me by name. Psychologically I instantly respond more positively to it as my brain quickly assesses that it is from someone who knows me by name… another quick bit of computing in the grey matter and I assume I’ve had some contact with them before. Instantly the mail has my attention and I’m on side.

Occasionally I get a piece of mail that goes one step further and mentions the product I last bought, or perhaps, the wine I last ordered when visiting a particular restaurant – and then quickly I fall helplessly into the arms of The Personalised Mail Fairy. Now, I’m thinking: this person obviously likes me and cares about me enough to have taken the time to remember things about ME.

This type of response is almost a dead cert.

So, the advice is to spend a little time on your database and you will then be addressing your customers or the guests to your event, just like old, treasured and respected friends. Personalisation strikes a chord with everyone. The cost is relatively low but boy the impact is INCREDIBLY HIGH.

Gemini Digital Print has a resident Personalised Mail Fairy and with one wave of her wand all is sorted!
 
Lynn Brazier, Gemini Digital Print

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk