Customers and prospects are exposed to 5,000 advertising messages a day, or more. Marketers have long known that addressing them by name, and tailoring communications to their circumstances, offers a better shot at “connecting” with individuals through all that noise, generating leads, making sales and building loyal customer relationships. Personalization is not a shortcut to relevancy, but it sure helps. It’s an attention-getter, and a tactic that continues to prove itself by increasing ROI.
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