Funeral Home Marketing Trends for 2022, Part 5: Personalization

This is the final installment in our weekly look at funeral home marketing trends for 2022. If you missed the first four parts, check them out in previous blog posts from this month.

Personalization isn’t a new concept in marketing, and it’s been a trend for a while. Almost 100 percent of marketers say personalization helps drive stronger performance, and 80 percent of consumers say they’re more likely to make a purchase with a specific business if marketing was customized.

None of that will be less true in 2022. As your competition in the funeral industry becomes aware of the power of personalization, it’s likely to be even more important for your deathcare firm to customize content.

Here are a few easy ways to personalize marketing efforts to remain competitive in 2022 and beyond:

  • Use people’s names. The concept of mail merge has been around since the early word processing days, and email marketing tools make it easy to put people’s names in messages to them. Even that small amount of personalization can improve open, click-through, and conversion rates.
  • Segment your audience. How you market to at-need families, older adults preplanning final arrangements, and millennials and Gen Xers looking to the future should be different. Segmenting your audience helps you do that.
  • Personalize offers. If someone asks about cremation in your webinar on memorial services, for example, you might follow up with an email detailing your cremation packages.

Ultimately, personalization in marketing is about knowing your audience, using technology tools to automate customizations, and recognizing opportunities to connect on a more personal level with prospective clientele.

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