Tip#3: Communicate with Each Customer or Prospect as an Audience of One

You must have a deep understanding of customer needs, characteristics, and behaviors.  Use that knowledge and understanding to compose targeted messages (content and graphics) that speak directly to your audience.  With variable data technology, you can communicate specific targeted messages to different demographic segments of your market with a single campaign.  This is commonly referred to as "1:1 Marketing" or "Personalized Communications."