Switching from Static to Personalized Makes Results Soar

With consumers squarely in charge of product research before they contact your company, content marketing is more important than ever. One of the most important forms of content marketing is the customer newsletter—and more and more are moving to personalized editorial.

What happens to results if you switch from a general-education newsletter to a fully personalized one?

One community-based healthcare system found out. After sending a traditional newsletter for years, it began matching the content to what it knew about their patients’ health conditions. Personalized content ranged from advances in treatments to schedules for clinical trials.

After about a year, the healthcare system conducted a readership survey to find out how the new approach was being received. The results?

• 93% of respondents felt the articles were relevant and of interest.
• 73% read the entire newsletter every time it came in the mail.
• 77% said it was easier and quicker to read.
• 95% said they became aware of services that were previously unknown.

The healthcare system enhanced its relationship with existing patients, along with informing them on additional services. Almost every one of those patients learned about or more on the provider’s services. Imagine the impact on revenues!

Not every marketer can track to this level of detail though. However, there are many simple, cost-effective steps you can use to monitor your marketing effectiveness. Personalized URLs, barcodes (visible and invisible), discount codes, and multiple landing pages can be used for the same campaign. Furthermore, each of these concepts have ways to track and measure their results.

Additionally, if you don’t have any form of monitoring in place, you can’t determine your ROI or see which marketing channels are performing. To learn why measuring is important in business, check out this article from Chron.

There’s a lot of ways to personalize your content, talk to us about converting your content marketing into personalized content marketing so you can see the difference in your results.