Personalization achieves privacy (and thus peace of mind) for your customers

April 18, 2006


Aloha from the Boomerang Team~

Our new press is scheduled for installation this month and along with that comes a bit of remodeling around our plant due to a teeny tiny discrepancy (1-1/2") in the height of the new press versus the space we had originally planned for it.

The new press will be well worth it. You'll notice in the quality of our projects and the positive changes in our pricing. As technology develops, and as all of us marketers endeavor to meet the challenge of the future as we define it, transparent privacy policies for our customers becomes more and more of a priority.

A recent quote from an e-newsletter from Peppers and Rogers states clearly "Personalization, in fact, could prove to be the 'secret sauce' when it comes to privacy. By giving customers control over the type and frequency of ads and other communications they receive, companies could well be the beneficiaries of some kind of privacy halo effect."

"More than anything, what people want is more control over their experience, the author notes. If you give the customer the sense that he's king, he's going to feel that much better about most of what you do. Not surprisingly, irrelevant marketing tends to trigger lower privacy ratings".

The gist of a companion article on marketers working with their legal departments on communicating privacy policies, is that personalization and one-to-one communication with customers is a necessary antidote to spamming and phishing and customer kick-back against that kind of marketing.

We've been talking about this since the concept was relatively new in the industry. It's an important paradigm shift in what we're all doing.

Boomerang has the tools for your one-to-one communications that address privacy issues as well as dramatically different results from traditional direct mail and marketing. We'll share the results of our recent "Year of the Dog" campaign soon. It's been impressive!

To your success,

Matt Heim and Lora Williams