Personalize Mailings for Increased Engagement
Whether you are executing your marketing campaign via direct mail (postcards, letters, brochures), email, or both, personalizing the message sent can provide significant advantages. That’s why HOA Board List includes “personalizing” data points in every data list we provide, so that our customers can maximize the impact of every marketing campaign.
WHAT IS PERSONALIZATION?
Personalization is the incorporation of prospect information into mailings to make the message sent appear specific to each prospect, thereby boosting engagement and increasing the probability of positive response. In the case of community association marketing, HOA Board List mailing list data can be used to achieve that goal.
HOA Board List data includes not only the “send-to” information for board member prospects (direct mail and/or email address), but also includes multiple informational data points, such as Board position held and property related characteristics. These data points are first used as search criteria (when ordering your list) and can then be used for personalization purposes. These data points include board member names, positions, Association name, and more.
Specifically, HOA Board List data can be used to capture prospect attention, build prospect confidence, make a connection, and make your message more relevant based on prospect circumstances and needs.
For example, in email marketing, you can grab attention in a crowded inbox by including the Board member’s first name in the email subject line (example: Hi Joe) or in salutation content (example: Dear Joe). This principle applies as well to printed materials to also incorporate “Board Member Name” in salutations, headings and call to action content on postcards, letters, and brochures. The goal is to capture the prospect’s initial attention with an opening personal reference.
Mailing list data points can also be incorporated into marketing materials to demonstrate awareness of the prospects’ needs and circumstances based on multiple factors. For example, marketing materials can refer to the prospect’s position on the board, the type of Association, it’s age and size, as well as location. Here’s an example illustrating the use of the Board Position, Association Name, Association Location and Unit Count data points in the body of a marketing message:
"Dear Joe,
As Treasurer of the Happy Go Lucky Condo Association, you know how important it is to stay within your yearly budget. We conduct operational audits, and with your community size of 200 units, we know we can bring substantial yearly savings for your homeowners."
The key to effective lead prospecting is to have a smart strategy and a good message. Whether it's an email, postcard, letter, brochure, or other material, you should look to establish three (3) key elements - make it personal (so your piece gets noticed), make a connection (demonstrate you understand the need and how you can fill it), and make it easy for a board member to respond with
At the end of the day, the extent to which personalization is used will depend upon the mechanism and format of the marketing materials to be sent, considering the costs and capabilities of direct mail production and email marketing systems. The goal of an effective data list is to facilitate this marketing production process and make it easier for you to meet your marketing goals. a clear "call to action”.