Relevant Marketing

First some exciting news...

A few months back I attended a DMIX event.  I am happy to report I am now a full member of this exclusive group after being nominated by one of the existing members.  If you are going to be in NYC on the day of an event and would like to attend as my guest let me know and I will see what I can do.

Today's DMIX speaker was Andy Goldberg, President and CEO Publishers Clearing House (PCH).  He discussed how PCH updated their business by using personalization and relevant messages to communicate with their customers. They are much more then just a sweepstakes and magazine company.  I was amazed at all the different products and services they offer and how they now use the available technology to communicate more effectively with their customers.  By using purchase and response history they are able to segment their customers and deliver relevant offers yielding greater ROI then a one size fits all message.

The take away for me was that if PCH can do this with their wide array of products and millions of customers then any business can.   In my opinion if the message isn't relevant you are wasting a resource.

So the next time you are about to email, call or mail your customers ask yourself is my message relevant? Can I make this communication more personal?

What other businesses do a good job with relevant marketing?