Super Shoes Rocks Personalized Content

Recently, we heard about a major retailer who rocked its print personalization, and we wanted to share its success with you. We hope you find it inspirational as you plan your print marketing for the upcoming year.

Super Shoes sells more than 200 shoe and apparel brands in 40+ stores in eight states. To increase the effectiveness of its direct mailings, Super Shoes decided to get personal.

Super Shoes started with channel preference. While many of its competitors were turning to digital marketing, the retailer knew that its customers still preferred to receive direct mail promotions like postcards and catalogs.

“We have an email database, but our customers tend to respond more to print,” says Matthew Willard, marketing director at Super Shoes, as quoted in 1to1 Media.

Super Shoes layered in attitudinal behavioral attributes (which can be purchased much the same way as demographic data) and past purchase histories. This allowed it to target its mailings based on demographic and psychological profiles. Customized content included images, copy, messaging and offers.

Super Shoes had tested different mail formats (postcard, oversized postcard, newspaper insert, catalog) and found that an oversized postcard was the most effective for its customer base.

It sent eight different versions of its mailer and tested against the generic version. The results? The generic offering had a 2.5% conversion rate. The personalized mailing had a 6.7% conversion rate.

Want to personalize your next direct mailing and see how your conversion rates soar? Give us a call.

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Wednesday, February 10th, 2016 Going Postal: News You Need No Comments

3 Reasons to Care About Customer Loyalty

When it comes to boosting revenues, many companies focus on acquiring new customers. In fact, according to Econsultancy’s “Cross-Channel Marketing Report 2014,” 44% of marketers are placing a greater focus on customer acquisition than customer retention. Only 18% are focusing more on customer retention. However, focusing on acquisition to the exclusion of customer retention may not be the best strategy. Here’s why:

  1. The 80-20 rule applies in marketing, too. Research shows that 80% of a company’s revenues come from 20% of its customers. These 20% love your brand and find value in a relationship with your company. Identifying and courting those customers can be enormously profitable.
  2. The chances of making a sale to a new customer ranges from 5–20%, according to Marketing Metrics. By contrast, the likelihood of selling to an existing customer jumps to 60–70%. Your existing customers can be your most lucrative. You want to keep them.
  3. According to Peppers & Rogers, it can cost up to seven times more to acquire a new customer than to keep an existing one. For this reason, it can take up to one full year before a new customer becomes profitable. Once you’ve acquired those new customers, you need to keep them.

On board with customer retention? Let us help you identify your most profitable customers and craft a great customer retention campaign!

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Wednesday, January 20th, 2016 Going Postal: News You Need No Comments

Can Postal Automation Save You Money?

You’ve heard the advertisements. “When we save money, YOU save money!” When the retailer gets a deal, they pass the savings along to you. The United States Post Office is no different. There are certain mailing sizes and formats that process through the USPS equipment more efficiently, so when you save them money, they save you money. That’s what automation discounts are all about.

Even if you don’t have the volumes to qualify for automation discounts, staying within these guidelines will ensure that you get the most out of your mailings. By following the guidelines, you can prevent your mail pieces from being delayed or undeliverable.

Here are the categories to keep in mind:

Format Size: To qualify for automation discounts, First Class postcards, letters, and flats must be within a certain size range. For example, to qualify for discounts, postcards must be ½” x 5” to 4 ¼” x 6” and range from .007” to .016” in thickness.

Addressing: For the mail to process most efficiently, the address block must be placed in the right location. For letters, it must be ½” from the left and right edges. For non-barcoded mail, it must be 2 ¾” from the bottom edge. For barcoded mail, it must be up to 4” from the bottom edge.

Font size: For maximum readability, the USPS prefers that the address be printed in font that is a minimum of 10 points. If it’s a san-serif font, all the better. If you are using window envelopes, make sure that the entire address is visible. If the city-state falls below the window, the mail piece may disappear too — as undeliverable.

Background contrast: While bright envelope colors can grab attention and increase open rates, you need to be sure that the contrast between the envelope and the printing is sufficient to be read by the postal machinery. If the address is not readable, you will lose your automation discount and, potentially, the mailing could be rejected. You can’t get a response from a mail piece that is never delivered.

No 3D objects, please: Anything that renders the mailing less than completely flat will eliminate your postal discount. This means no clasps, buttons, or other 3D closures. Sure, those things may look cool, but they will not run through the automated equipment.

Looking for more ideas to maximize your postal discounts? Give us a call.

 

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Sunday, January 10th, 2016 Going Postal: News You Need No Comments

Get Ready for the New USPS Promotions in 2016

Get ready for great USPS promotions in 2016! Just like in 2015, the USPS will offer a 2% discount on qualifying promotions that use interactive technologies that make your mail pieces more effective and cost-efficient, too.

The new promotional categories for 2016 are as follows:

Emerging and Advanced Technology/Video in Print […] Continue Reading…

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Tuesday, December 22nd, 2015 Going Postal: News You Need No Comments

Is Print Personalization a Gimmick?

Print personalization — you hear about it everywhere. Use printed pieces to talk directly to recipients based on name, gender, past purchase history, or other information to achieve higher response rates and better return on investment (ROI). Is this really a smart marketing approach? Or is it just a […] Continue Reading…

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Friday, December 11th, 2015 Going Postal: News You Need No Comments

Personalized Print: Are You Focused on the Right Things?

For customers first getting involved in 1:1 print marketing, the question that inevitably arises is, “How can I maximize my investment?” This question often creates great angst about how much data they have and whether or not that data is sufficient to personalize the document for maximum return. But […] Continue Reading…

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Wednesday, December 2nd, 2015 Going Postal: News You Need No Comments

Avoid the Pitfalls of Lifetime Customer Value

Over the last several years, much has been written about the benefits of measuring lifetime customer value (LCV). The theory is that if you can determine the revenue potential of all of your customers, you can direct your marketing resources to the accounts that have the highest potential yield […] Continue Reading…

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Friday, November 20th, 2015 Going Postal: News You Need No Comments

The Reply Card: Art or Afterthought?

The sales letter, lift letter, and brochure tucked inside your direct mail package all share one purpose – to compel the reader to complete and return the reply card. While most cards may never be returned, every card that is returned represents an interested prospect. The value far outweighs […] Continue Reading…

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Tuesday, November 3rd, 2015 Going Postal: News You Need No Comments

In B2B Marketing, Experience Matters

When it comes to developing marketing content for the B2B market, targeting by experience level matters.

This is the conclusion of a survey of 700 global business executives by The Economist Group, which found that B2B prospects from Generation Next (up to 10 years business experience) have very different preferences […] Continue Reading…

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Tuesday, October 20th, 2015 Going Postal: News You Need No Comments

Personalized Marketing: It’s Mainstream

From personalized coupons arriving in the mailbox to “just for you” recommendations in the inbox, personalized marketing is everywhere.

In fact, in a study of more than 1,000 enterprises, InfoTrends found that not only is personalization occurring more frequently, but when marketers do send out personalized marketing pieces, those pieces […] Continue Reading…

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Sunday, October 4th, 2015 Going Postal: News You Need No Comments

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