Want Great Direct Mail? Do This!

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Photo by Samuel Zeller on Unsplash

Want to get the most out of your direct mail budget and maximize your ROI? Here are five simple ideas that can bring great results.

  1. Be relevant, not complicated. Personalized communications do not have to be complicated to be effective. If you are a roofing company, for example, you do not need to know the recipient’s household income or favorite hobbies, or whether or not there are children in the home, to create an effective mailing after a windstorm. Finding homeowners with older homes (and older roofs) might be enough.
  2. Go small or go home. Most of us are familiar with the phrase “Go big or go home,” but when it comes to mailing, sometimes less is more. You can often bring in more revenue with smaller, more targeted, more relevant mailings.
  3. Clean it up. Removing duplicates and running your mailing list through software like National Change of Address (NCOA) and CASS help ensure your mailings reach their destinations. This not only increases marketing efficiency, but it saves on postage, too.
  4. Send triggered mail. The effectiveness of direct mail increases dramatically when you send the mailing at the very time the customer is ready to buy. “Triggered” messaging does just that. For example, car dealerships alert customers when their vehicles are due for scheduled maintenance based on their last service call. Florists send out reminders in advance of key anniversaries.
  5. Don’t get stuck in a rut. If you’ve been sending the same type of piece for years, try something new. Change the mailing format. Change the color of the envelope. Mix it up, so the recipient sees something new and fresh.

Are you stuck in a direct mail rut? Could you use some fresh ideas to increase the relevance of your campaigns and boost your results? Graphic Village’s direct mail experts can help. Call us today!

Want More Loyalty? Reward Your Customers!

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One of the most powerful ways to deepen customer loyalty is to reward your customers for sticking with you. This is why loyalty programs are so popular. Plus, customers actively participating in loyalty programs not only continue to buy from you, but they spend more money when they do.

According to a recent study by Oracle:

  • 72% of U.S. online adults belong to at least one loyalty program.
  • In a typical three-month period, loyalty program members spend $42.33 more with traditional retailers (those with physical stores) than shoppers not in a loyalty program.
  • The highest penetration — more than two-thirds of consumers in loyalty programs — occurs in high-frequency activity categories like grocery and drugstores.

When developing a loyalty program, think about what really motivates your customers. This may be different for different segments of your audience. For example, while many people associate loyalty programs with coupons and discounts, research has shown that overemphasizing these incentives can actually decrease engagement. Among the affluent, offers that give exclusive access or elite status (such as an opportunity to purchase wine in their own personal batch) can be more effective.

Loyalty programs can be personalized based on individual customer buying habits, or you can send general alerts, discounts and other rewards to participating members. Also, consider matching marketing channels to customer preferences (direct mail, email, mobile). Like your rewards offers, different segments of your audience might prefer different channels.

You’ve worked hard to bring in those new customers. Now make sure they stick with you!

Is Investing in Personalized Messaging Worth It?

Still on the fence about personalizing your print campaigns? Wondering whether it’s worth the time and expense to develop marketing databases, create customer profiles and develop messaging for personalized communications?

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Then take a look at this new consumer data. According to Epsilon, consumers not only want personalized experiences, but they expect those experiences will provide them with tangible benefits—and they are willing to trade some privacy to get them.

  • 90% of consumers see personalized communications as “somewhat” or “very” appealing.
  • 80% say they are more likely to do business with a company that offers personalized experiences.
  • 75% say it is “very cool” when they receive personalized offers.

Epsilon also found that consumers are very willing to provide personal information when it will be used for personalized offers, product recommendations and discounts.

More than two-thirds (68%) said: “It is worth giving my personal information to a company” in exchange for these benefits.

And more than half (57%) feel confident their personal information is secure.

So, is personalization worth the effort? Consumers certainly seem to think so.

Whether you’d like more information or are ready to get started, Multi-Craft is here to help put your ideas in motion. Give us a call!

How Marketing Guru Got Called a “Brown Noser”

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How do you get called a marketing brown-noser by your boss? You create powerful online market segmentation and get an 82% increase in conversions.

This is what Kathy Hecht, former marketing executive at American Greetings Corporation (now vp marketing and business development for Silver Star Brands), did.

Hecht created a test on American Greetings’ website. First she created a basic profile for the types of Spring holiday cards customers might be interested in. She created three buckets: Passover e-cards, Easter cards, and Easter Bunny cards. When customers logged into their accounts, they saw one of the three options based on their profile. The company saw an 82% increase in e-card sends.

“On the first day of the program, my boss called me and said, ‘OK, you brown-noser, what are you doing?” recalls Hecht in a white paper from Direct Marketing News. So Hecht asked her boss to experience it for himself. He logged in as a customer and was exposed to a Passover e-card banner. Then she logged in and received the Easter card banner. The company hasn’t done business the same way since.

While this example relates to online commerce, the principle applies to print, as well. Break your target audience into segments, then send more targeted, relevant material, and response and conversion rates will soar.

Want to experience similar results? Let us help you create targeted customer segments and relevant marketing materials to go with them.

Top Characteristics of Satisfied Customers

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What makes a customer satisfied or unsatisfied in doing business with you? A recent survey from MarketingSherpa provides important insights. The “Consumer Satisfaction Research Study,” based on data gathered from 2,400 customers, asked consumers to identify the characteristics of companies they do business with, including their marketing practices. It also asked whether they were satisfied or unsatisfied and why. As it relates to marketing, here are the top answers of “satisfied” customers:

  1. “It [the company] doesn’t always try to sell to me but tries to provide value” (35%)
  2. “Its marketing is not intrusive” (34%)
  3. “It is respectful of my privacy” (33%)
  4. “It makes me feel like I have a relationship with them” (31%)
  5. “Its marketing is engaging and interesting to me” (25%)
  6. “It knows what I like and don’t like” (23%)

Top reasons customers are unsatisfied? “It [the company] doesn’t make me feel like they have a relationship with me” (34%), “the company always tries to sell me instead of providing value” (27%), and “the company doesn’t know what I do and do not like” (16%).

So get to know your customers. Not just what they buy, but when they buy, why they buy, and their channel preferences.  Be respectful of their privacy and don’t make them feel as if they are under a microscope. Instead, be subtle, engaging, and relevant. Make your audience feel as if you more interested in improving their lives than simply selling a product.

Need help targeting or personalizing your next direct mail or email campaign? Let us help.