There is a reason pet stores put kittens and puppies into open cages in the center of the main aisle. Customers who reach out and pet them are more likely to buy one. The same concept also works in print.
People who interact with a printed piece are more likely to respond to its message. It’s why “create your own brochures” are so effective. It’s not only because the results are fully personalized to people’s needs, tastes, and wants. It’s also because, by creating the brochures themselves, people have a more vested interest in them.
Consider the example of personalized college brochures. Colleges and universities send out mailers to high school seniors in the target demographic, inviting them to a personalized URL where they can get more information on the school. Students select the course tracks, extra-curricular activities, and other information they are interested in. The school then prints and mails the personalized brochures, usually within the next 24–48 hours.
Not only are response rates higher than traditional campaigns, but the enrollment rates for the students who create personalized brochures are consistently higher, too.
There are lots of other ways to get people to interact with print. Recipients can lift a flap. Press a button. Scan a QR Code. Pull out a glued-on accordion-fold message panel. It doesn’t matter how they interact. What matters is that once they do, they are more likely to respond because they “own” part of the message. That generates results.
Talk to us about how you can create a more interactive component in your next 1:1 print marketing piece!
Think you can’t personalize your print marketing because you only have a customer’s name and address? Think again. Here are three types of personalization you can deploy with just the name and address of your customer:
Personalized maps: Using just the recipient’s address, you can create personalized maps from their home to the desired location. Think event marketing and store openings. The recipient comes home to an announcement of the opening of a new restaurant, new branch at the bank, or a new fitness club, along with the exact distance to the new location, a personalized map from their house to the location, and a discount for their first purchase.
Home targeting: Using address processing services, you can find out information about the person’s home you can use to personalize the message. Is it a single-family home? A townhouse? An older home? Older homes may need roofing and window replacements, while new construction might need landscaping or deck treatments.
Genderizing: With the right software, you can genderize your list, enabling you to add a gender field to your database. This allows you to customize the messaging, imagery, and product selection based on whether the recipient is male or female. Be sure to set up gender-neutral messaging and imagery for names that the software does not recognize or, like Bobbie or Leslie, that cross gender lines.
Need help getting the most out of your database? Call us to discuss your options.
What is drip marketing? It is a powerful form of marketing in which marketers gradually “drip” content out to customers and prospects over time. Drip marketing includes a wide variety of channels, including direct mail, email, newsletters, and social media. It can be used for brand building, product introduction, cross-sells, and a variety of other marketing goals.
Let’s look at how one marketer used drip marketing with direct mail to get 1400% ROI.
Phase #1: Step one was sending an eye-catching, high-gloss trifold mailer that grabbed instant attention inside the mailbox. Once the mailer was opened, recipients were greeted with name personalization, relevant text, and a personalized URL that allowed them to enter an email address and download a free, high-value white paper. They were also encouraged to fill out an optional survey to provide the marketer with more insight into their individual needs.
Phase #2: Step two was a follow-up mailing to nonresponders. This mailing built on the name recognition built by the first mailing, but it was tweaked to differentiate the two. The piece also included a personalized URL.
After the second mailing, the marketer was swamped with responses — so much so that the third mailing was delayed for several weeks so that the response team could keep up.
Phase #3: The third mailing went to people who had not responded to the first two mailings. The marketer used an invitation-style A7 envelope with full-color brochure insert, personalized note, and personalized URL. To sweeten the pot, respondents were offered the chance to win a sporting package or high-end coffee brewing system.
The results? The company exceeded its sales goals by 400% and achieved more than 1400% ROI!
What made this program such a success? The marketer understood that sometimes it takes more than one contact to build name recognition and trust. In a drip campaign, each piece builds upon the next, and in the end, you gain results not possible with a single marketing touch.
Want to tap into the power of drip marketing? Give us call!
How is a “best-in-class” marketer defined? What makes these companies different? According to the Aberdeen Group, best-in-class marketers are defined as being in the top 20% of industry performance in process, organization, industry knowledge, technology, and sales performance.
To find out what makes these best-in-class marketers so successful, Aberdeen surveyed […] Continue Reading…
When we think of 1:1 marketing, we think about higher response rates, increased customer loyalty, and larger order sizes. But how about lowering the cost of business? Because marketers often think of personalization as increasing the cost per piece, the idea of using it to lower cost of business […] Continue Reading…
When it comes to successful personalization, everything hinges on the database. It’s critical to keep your data clean and up to date. Here are some hilarious stories of what happens when you don’t. These true tales are taken from LinkedIn’s Direct Mail discussion group.
The California Department of Health sent […] Continue Reading…
Do you sell the kinds of products or services that are ordered on a cyclical basis or that renew according to a regular schedule? If so, you should consider sending simple, calendar-triggered reminders based on the customer’s purchase or service history to keep your revenues flowing.
Auto dealerships use this […] Continue Reading…
Want to increase the results of your direct mail campaigns? Try a combination of print and email. It’s a powerful “one, two” punch that can really deliver.
Why would having an email address make such a difference? Let’s look at three reasons.
Customers who provide email addresses tend to be more […] Continue Reading…
Sometimes, the power of personalization goes beyond the direct sale. A little ingenuity can go a long way. Let’s look at the way one automotive manufacturer combined 1:1 printing with creative marketing to boost its sales significantly.
Buick wanted to boost sales of its vehicles, so it came up with […] Continue Reading…
Studies have shown that using color on the outside of your direct mail envelope equals higher open rates. In fact, one study found that 69% of people are more likely to open a mail piece with color text and graphics on the front than they are when the envelope […] Continue Reading…