Your customers value individuality. Seeing or hearing ones name demands attention from that person. Personalization in marketing leverages your customer data to build a tailor-made message which is relevant to the customer. It builds rapport and improves customer loyalty, and this is why personalization in marketing is critical. Personalization in print marketing has often been overlooked but with technology progressing at a rapid pace adding personalization has become possible. But, to take full advantage of personalization, your customer database needs to be complete and robust. Clearly defined customer personas are

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