Move from Mass Marketing to 1:1 Marketing

Traditional mass marketing relies on demographics to try to segment their audience and tailor their campaigns to individuals. Unfortunately, they target based on demographic averages and while that's better than no segmentation, it makes broad assumptions. The end result is that the customer ends up receiving marketing and sales communications that are unwanted and ineffective. What we need ideally is a segment size of 1, where the target profile is adjusted to the individual's preferences.

- Mass demographics don't address individuals
- Brute force bulk campaigns are not cost-effective
- Poor targeting increases customer opt-outs

Increase Campaign Effectiveness

Gryphon's Contact Governance Platform provides you with the preference management capabilities you need to capture customer choices ranging from basic opt-ins to detailed preferences. Collect and augment customer preference information during any interaction with the customer. An integrated marketing campaign needs an integrated preference management capability to guarantee that the customer experience is consistent across all communications. These can include:

- What channel to contact with (mail, email, phone, fax)
- When to contact the customer
- How often to contact the customer
- What products or services to contact the customer about

This information can then be used to govern how marketing campaigns are applied to each individual customer, making sure that they receive only the communications they want in the way they want and when and how they want.

Turn Contacts into Partners

Preference management means that you have moved beyond mere communication and into a true partnership with your customers. They trust you and are willing to share their information with you because they believe that you can provide them with value in return. Ultimately, preference management enables a whole range of benefits, including:

- Increased customer loyalty
- Increased customer retention
- Decreased sales costs

- Focus on the right prospects
- Accurately targeted campaigns with significantly higher yields

Learn how Gryphon Networks can help you get started with an integrated preference management solution and turn your customer contacts into profitable relationships. Call us today at 781-255-0444, or email us at information@gryphonnetworks.com.