Finding and delivering the appropriate message to the appropriate audience is one of the primary goals of brand marketing. Delivering that consistent message through all touchpoints should be a top priority. But what if your organization does not have a CRM program? Is it possible to personalize your digital promotions without CRM?

1. How to personalize and target
promotions without CRM
By Jonathan R. Pinney, Product Manager at RevTrax

2. Intro Info
Finding and delivering the appropriate message to the appropriate audience is
one of the primary goals of brand marketing. Delivering that consistent message
through all touchpoints should be a top priority.
But what if your organization does not have a CRM program? Is it possible to
personalize your digital promotions without CRM?
The answer is: Yes.
By using the right platform, it is possible to personalize your promotions without a
CRM program by using information you know about anonymous consumers.
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3. One-Size-Fits-All Promotions
One-size-fits-all offers (and associated messaging) are the opposite of what you
do when you market your brand. It’s also contrary to your business goals. So why
does this method persist?
Personalization online in real time should be the norm. The opposite is no longer
sound strategy.
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4. Non-CRM Data Sources
If you do not have a CRM program, there is still a reservoir of data that can be
leveraged to target and personalize promotions for specific audience types and
consumer segments.
This data includes the following:
1. Consumer traffic source
2. Coupon engagement data
3. Coupon redemption data
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5. Non-CRM Data Sources
Consumer Traffic Source:
Understanding how a consumer arrived at your coupon page gives
clues as to the type of consumer engaging with your offer. Those
clues—once identified, categorized, and employed—can trigger the
specific promotion(s) and messaging that consumers should see.
1. Search (which keyword)
2. Display (which ad)
3. Affiliate site (which topic/vertical)
4. Specific section of your site (where are they in the buying
cycle/what’s their relationship with your brand)?
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6. Non-CRM Data Sources
Coupon Engagement Data:
How a consumer has previously engaged with your offer(s) is
another signal that can be leveraged to target and personalize
promotions.
• Is this the first time they’ve seen your offer?
• Have they seen your offer and never printed?
• Do they print your offer every month?
Each of these scenarios is indicative of a certain type of
consumer. Should each of these consumers receive the same
offer? Probably not.
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7. Non-CRM Data Sources
Coupon Redemption Data:
Where does your consumer shop? Have they redeemed your
coupon in the past? Do they consistently redeem? Do they over-
redeem?
Similar to traffic source and coupon engagement data,
understanding a consumer’s shopping habits gives clues to
identify where that consumer sits in your audience segments and
should influence the offer they receive.
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8. Personalizing Digital Promotions
Without CRM
Using the non-CRM data sources listed above, it’s possible to personalize offers
in real time without a CRM program, ensuring each audience segment receives
the offer and message you’d like them to receive. If it sounds difficult to leverage
the data above, it doesn’t have to be.
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9. Conclusion: Personalize or Die
Now that was a joke, but seriously…
The ability to target and personalize promotions (and other content) will continue
to be the focus of forward thinking marketers. It is one of the best ways to drive
consumer engagement and improve customer lifetime value.
Those that embrace and master this skill first will likely dominate their respective
markets. We are already seeing this happen with many of our forward-thinking
clients. Will you be one of them?
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10. Sales@reftrax.com • www.revtrax.com • 1.866.996.TRAX(8729)
Need Help?
If your brand is not personalizing this piece of the consumer journey, maybe it’s time you start.
RevTrax, with our patented promotions platform, is available to assist in this personalization. After all,
providing tools to make the promotions industry smarter is our primary goal.