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6 Customization Strategies to Optimize Your Marketing

"Remember that the name of a person is for that person the sweetest and most important sound in any language." – Dale Carnegie

This truth is the cornerstone of Dale Carnegie's timeless advice in his perpetually successful book, How to Win Friends and Influence People . This is as true – and important – today as when Carnegie wrote it in 1936.

This shows how personalization is critical when trying to establish and develop a relationship with an individual. Probably everyone of us threw the mail directly into the trash that was addressed to "the occupier" or ignored the letters that begin, "Who it may concern."

And addressing someone by name is a way of personalizing a message, that's not the only way. There are other elements of our personality and behavior that we consider "personal". Think of a time when you drove on the highway and zoomed in on dozens of billboards. Occasionally, you will see one that requires a second look because it promotes something that resonates with you; he connects with you in a personal way.

When you market your product or service, it makes sense to use as many customization strategies as possible. I understand that if you do not have a lot of resources, you will not be able to take advantage of all the customization strategies available, but you should try to find the ones that are most profitable for your business.

Below are five specific customization tactics and broader categories of customization that you should consider when refining your marketing this year.

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Name falling

Let's start with the axiom of Dale Carnegie: use the names of your customers and prospects whenever it's possible. For example, the email marketing software almost always gives you the option to insert a name field in the body of the email as well as in the subject line. In addition, train your customer service team and other people to respectfully address people by name; When clients have the impression that you are taking them seriously, they will in turn feel that you are taking their problems or questions seriously. This strategy is inexpensive, so everyone should use it.


Customization can be done via the location – do not you feel a bit hot and confused when you meet someone from your area? The location can be used, for example, if you are a new or used car dealer located in an area where there are many other car dealerships. It would be a great strategy to spread your marketing message or ad to customers when they are in your location or nearby. Today, many advertising platforms, including Google's AdWords, allow you to define a location where your ads will appear. Offering a discount when opportunities intersect in your territory could be a winning strategy.


In some respects, it is the online digital version of geotargeting. When people have shown a personal interest in your product or service through their online browsing history, you can send them follow-up ads. Dan Hecht has written an excellent beginner's guide on the Hubspot blog, if you want to get familiar with the variations and how they are implemented.

Conditional Answers

Services like Infusionsoft allow you to customize your communications to your audience based on their behavior. For example, when a user clicks on "Link A", he can move that person into the "X Series" tracking emails or offers that relate to the specific area of ​​interest represented by the link A. Clicking on link B will trigger a different follow-up. until the email series. By the way, I know that Infusionsoft can be expensive for some small business owners. However, many standard email service providers today have autoresponders that can provide similar functionality.

Big Data

Unless you have lived under a rock, you know that a myriad of companies aspire to our online habits, compile them, and then use them to market us. For example, if you have identified yourself as a fan of Adelle on Facebook, this little information is in a database somewhere. Companies like Flybits gather all kinds of data – including your location, online habits, likes and dislikes, and the social media platforms you go to – and bundle them into formats that let you use them in your campaigns. marketing.


Customer Relationship Management (CRM) systems, when used properly, can help you customize your relationships with your customers and prospects. To be used effectively to personalize your contacts, you must have the right fields – including enough space to include notes – and make sure everyone is actually using the system. Knowing the history of someone with your company when you establish a new sales contact or contact with customer service is an extremely powerful customization.

The implementation of these six personalization strategies will, over time, grow your business and give you advantages over your competitors. Become familiar with each one. Take them out for a test drive and find the ones that suit you best.