Custom Sales
The best tool for a seller is the observation of his client, although this is often unconscious, whenever a customer walks through the door of a room, the seller notes and establishes a sales strategy in his head, at first sight, sex, age, clothing, gestures, provided the seller a degree of information that then allows you to customize your sales.

Sellers use personalization, allowing them to establish the level of products that customers would be able to consume and also gives arguments to "break the ice" of the sale.

Custom Internet and mass
. Internet and technology, allows customization massify, this means that we can adapt our newsletters and communications based on the data of each contact, and do it automatically with tools like E-Nvía.

Segmentation and Personalization
Personalization of the newsletter allows us to tailor the content of the message, using data we have about the contact (for example by including the contact name in the body of the newsletter) and the segmentation means grouping contacts by common characteristics and then send our messages (eg select contacts who live in the city of Barcelona).
Both functions are complementary and point to the same goal: make the reader feel identified with the information contained in the newsletter.

Acquiring Data
As the seller notes to his client as a first step, we must first Customize us to obtain data from our contacts, and then use them in future communications.

The efficient data capture can be divided into three steps:

MI: When you load contacts from our database or membership cards usually: Name, Surname, Sex, Age, home.
Dynamics: Once you start communicating with our contacts, we can establish mechanisms for updating and getting new data, such as web forms that allow us to obtain relevant information about our customers or contacts.
Hint: Another way to get useful data for personalization is by following links (clicks) to make contacts in our electronic newsletters.

For example, in our newsletter we can offer more information on tour options "Family Vacation", "Family Vacation," "Singles Vacations", every click on a contact gives us some information we can then use to personalize or segment.

E-Nvía generates contact lists based on the analysis of links (clicks) for segmented, personalized campaigns.

Useful information to customize

• Name
• Surname
• Sex
• Age / Age Range
• Marital status
• Demographics (Country / State / City)

The rest of data depends on the type of product or service you provide, for example for financial services could be useful to name the bank which operates the outlet, or in the case of a tourism company, it would be valuable to know as if the contact has a wife and children.

The technology behind personalization:
, a pesar de la sencillez de la herramienta, la tarea detrás de la trastienda, es compleja, ya que se genera 1 (un) Email para cada contacto  y por cada uno, E-nvia remplaza en el cuerpo del mismo los campos dinámicos que le hemos incluido con los datos obtenidos del contacto. When we send our newsletter E-Nvía, despite the simplicity of the tool, the task behind the back, is complex, since it generates a (an) Email for each contact and each, in lieu E-Nvía the body of the dynamic fields that we have included with the data obtained from the contact.
This process allows something we see as "[Name]" becomes "Mary." (Via the option to "add contact variable" in the design of the message)

Basic Customization
Using the variable "Name" in our email is the most common customization are now available to us. As the most common element of surprise lost, therefore we must always look for originality in the inclusion of variables.

Classic example (header customization):

Mary
Your holidays are just a click away

Original variants (personalization in the message body. Recommended!)

We leave that Mary needs.
We all need holidays, but Mary more than anyone else

Original variants using more fields (personalization in the message body. Recommended!)

Escape to Mallorca. We have a vacation flight to Mary ....

Conclusion
Personalization is one element that helps to generate impact, and shows the recipient that we know, making good use of personalization, we are saying to our contacts to work completing forms or interacting with our newsletter, because we will use this data to communicate better and in the end that benefits everyone.

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This entry was posted on Wednesday, October 8, 2008 at 7:33 pm and is found in articles and Practical Recommendations , Features E-Nvía . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response , or trackback from your website.