One way to make your communications effective is to personalize them, and that can be achieved by making good use of the data you have available alongside customer profiling, says Hutchison:

“While it can be a challenge for smaller businesses, there’s no doubt that more personalised communications mean you’re more likely to get a good response. That starts with having the right name, address and job title for the person to whom you’re sending the information.” Colour is another element that can make a big difference, says Hutchison: “Colour makes messages more appealing and makes a massive difference to the effectiveness of mailings. You can also achieve outstanding results by adding relevant promotional information to invoices and statements. Quite often, changes that are relatively small can result in big differences.”

Add a touch of colour and improve your response rates.