It’s valuable to know how to get messages to your target audience. Whether you’re sending out email blasts, mailing pamphlets or messaging on social media, you need to take into account the ‘who’ before you can consider the ‘how.’ Two types of effective message communication are targeting and tailoring.

Targeting deals with a larger defined subgroup of people possessing similar characteristics. This might be past customers or clients or even a broader audience you hope to envelop. The messages sent through targeting use language like, “to whom it may concern” or “dear valued customer.” These can easily be sent out to hundreds or thousands of people and get the same message across while retaining past business.

Message targeting can work well through mailers, email blasts and social media.

Tailoring is more like getting fitted for a suit…or just having one tailored. A tailored message is customized per each individual and lacks the generic text. Tailoring messages are great for making a more personal connection and generating new business. If you are trying to pick up local physicians for your business, you’ll want to address the recipient directly, offer news or information directly related to their work as a physician and use more than one medium to send a message.

Tailoring will be more effective with mailed pamphlets, newsletters or brochures and social media. Email is tricky when you want to make a person feel that a message is unique to them. Mail will help you to get a lot of information across to whomever you’re trying to reach. Social media works too, and follow-ups and interactions are easy and make the communication style seem personalized. Keep these two message types in mind for best results.