Another example that personalized marketing is working for organizations in the world of sports: The Shop.NHL.com catalog.
NHL used the data it had on people in its database, in particular, what their favorite team was, to send them a catalog with imagery from that team on the cover. Keep in mind all they did was change the cover…no personalized photos…no name on a jersey or anything like that.
NHL tested against a standard cover, and the personal team specific cover did 35% better, and the best performing catalog for the New York Rangers, pulled 215% better. The NHL is now going to expand the program to add 4-8 pages of personalized content into the catalog.
If that’s not enough to convince you to try personalization in your marketing, even at the smallest scale, I don’t know what is.
Source: DMNews
