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