World Water Day, Belgium. To celebrate World Water Day, the corporation’s direct mail marketing. Fiskars Cut out Campaign. Fiskars is a scissors manufacturing company out of Finland. 100+ Unique (And Easy!) Fundraising Ideas; Top 25+ PTA Fundraising Ideas; School Fundraising Ideas; 30+ Easy and Creative PTO Fundraising Ideas; Fundraising Ideas for Kids; Church Fundraising Ideas: 50+ New Ways to Fund Your Ministry; 20+ Top Booster Club Fundraising Ideas for Your Next Project; 30+ Slam-Dunk Fundraising Ideas for Winning. Send a list of a certain type of restaurant in a certain neighborhood. Include a map, delivery.
One of the best ways to make this happen when it comes to personalization and direct mail is to present ideas that demonstrate an understanding of data and a healthy dose of creativity. This includes sharing practical ideas of personalization that apply to their particular business.
If you are looking to personalize direct mail pieces for your customers, here are three ideas worth considering. Perhaps they'll help to inspire you to sell more personalized solutions to your clients!
Consider the location of the recipient and design the materials accordingly.
By taking a look at the recipient's location, you should be able to identify a data element that could be converted to personalized content. For example, if you are sending direct mail to promote a customer's retail store, gym, or another physical location, you could personalize the piece to show just how close the person is to that spot. This could be represented graphically, via a map, or simply in text (i.e. 'you are less than 2 miles away!').
When targeting previous customers, appeal to that and possibly reference their past purchase(s).
If you are sending direct mail pieces to your client's existing customers, you truly have no excuse not to personalize the materials. Gather the data and take the time to look at their purchase history. With that data, you should be able to ensure that the promotions and offers on the direct mail piece are truly relevant to each one of their customers.
Based on demographics, select color(s) that may appeal to each group.
This one may take a bit more research and creativity. But there certainly are studies out there regarding the effect that certain colors may have on different groups of people. If you can find a way to use the right ones for the segments inside of your customer's target audience, you should be able to increase the overall response rates.
All in all, there are plenty of ways to uniquely personalize direct mail pieces for your customers. What's important to both you and your customers is that the pieces you create stand out from the masses and truly appeal to the audience being targeted. To begin doing so, take a look at data and channel your inner creativity. You'll be amazed at how well a little extra unique personalization pays off, and your customers will be thrilled with the results!
About John Foley, Jr.
John Foley, Jr. is the CEO of interlinkONE and Grow Socially. interlinkONE and Grow Socially work together to provide guidance and personalized online marketing solutions designed to help customers grow their business. John and his team help their customers maximize their direct marketing efforts through consulting services and software that allows for the execution of marketing campaigns, personalized URLs, public storefronts, inventory management, web to print services, and variable data publishing. Learn more about John at www.JohnFoleyJr.com, and his companies at www.interlinkONE.com and GrowSocially.
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Today direct marketing to highly targeted prospects, can be a difficult challenge. Your mail piece will join the ranks of hundreds of other pieces that are competing for the same attention. It is imperative that your direct mail Stands Out and Gets Noticed.
In order to ensure your direct mailer has the highest possible immediate impact—and the highest possible response rate—an interactive and dimensional mail piece should be used. This method of sending a unique mailer is a sure way to get the attention you need.
The results from three-dimensional and interactive mailings are usually very high. The Direct Marketing Association ranks dimensional mail as the second highest in response rates for direct orders. In their statistical member feedback survey, the average response rate was 2.3 percent and the highest response rates were 8.3 percent.
Unique Direct Mail
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