1. A QUARTERLY FROM THE DIGITAL PRINTING PROFESSIONALS FALL 2012
1:1 MESSENGER
<<First>>, Welcome to the latest issue of
TM
1:1 Messenger. We hope the information it Place
contains will help <<Company>> produce effective Your
Your Logo Here Your Logo Here
data-driven, personalized campaigns. Postage
Here
In This Issue You’ll Find:
Getting Personal
• est practices for using personalization
B
Place Your Address
to bring in new customers.
Place Your City, State Zip
• resh ideas for using
F
personalization to retain
customers once you have them. First Last
Company
Build a solid customer database with these step-by-step best practices.
• usiness-boosting facts about
W
B
Address ant to generate more leads • n agricultural products
A incentives, to achieve a direct mail
direct mail and SMBs, the power
City, State Zip and increase your ROI? manufacturer combined personalized response rate of 54.8%. In addition,
of kits, and the growing need for integration of mobile.
Get personal! Personalized postcards, personalized landing 33.8% of recipients stopped at its
printing, especially in an integrated, pages (via personalized URL or booth or one of its partners’ booths
multi-channel campaign that includes QR Code), alongside at the show.
personalized URLs, QR Codes, high-value
© iStockphoto.com/Mstay
QR CODE FPO and other channels, can reap huge • childcare company used
A
Need a QR code? Rep Name
Call Great Reach benefits. Let’s look at the results of personalized direct mail,
Communications at Rep E-mail three real-life campaigns: personalized landing pages (via
978-332-5555 Rep Phone personalized URL or QR Code),
and personalized maps to achieve
an ROI of 2,200% based on new
enrollments and an average
childcare service length of
four years.
SMBs Flock to Print continued inside
For small and mid-sized businesses (SMBs),
About
marketing is still about print. In 2012, This Issue
local newspaper advertising was
tops for marketing investment, Paper Used
with 64% of SMBs buying local Your paper choice here
newspaper ads, followed by online
ads (62%), ads in local publications Equipment Used
(54%), and direct mail (45%). Your printing equipment here
Design Programs Used
InDesign CS5
Adobe Illustrator CS5
Adobe Photoshop CS5
Font Families Used
Chaparral Pro
Gill Sans Standard
Source: Borrell Associates ITC Franklin Gothic FIRST, we want to know how you are bringing in customers
“2013 Local Advertising Outlook” and keeping them in! Log into personalized URL here
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to take a short survey and receive a FREE gift!
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Your Company • Your Phone • Your Website Copyright © GRC 2013

2. Smart Ideas
Getting Personal 3. Segment your list first.
© iStockphoto.com/Sjlocke
Continued from front page
Unless you are mailing to a highly
targeted audience to begin with, try
Kits Boost
• n environmental hygiene company
A
used personalized direct mail,
focusing on one segment of your list
at a time. Target your message to that
Open Rates
personalized reminder postcards, portion of your audience, then build
Turning leads into customer relationships for life.
Want to boost response
O
and personalized URLs (allowing the 1:1 messaging on top. rates? Make it a mail pack! nce you bring in valuable 2. Send reminders for 5. Ask their opinion.
prospects to get more information In one survey, 86% of direct customers through a someone else’s special day. Use personalized URLs or
and request a free sample) to achieve 4. Pre-fill any forms. mail recipients said they prospecting campaign, it’s Offer to collect important online surveys to ask
a response rate of 12.3%. More Not all personalized communications open mail when it comes easy to think you’ve accomplished dates for birthdays, customers’ opinions about
than 200 sales appointments were use forms, but if they do, pre-fill them. as part of a kit or mail pack. your goal. But really, you’ve just gotten anniversaries, or other your company, your offerings, or
scheduled. This reduces barriers to response.
Source: fast.MAP Marketing them in the door. Now what? How special occasions for your bounce new product ideas off them.
GAP Tracker (2012)
do you maintain that relationship so customers’ loved ones, such People like to do business with
But results like these don’t just 5. Integrate personalized printing
they stay engaged and continue to buy as spouses, children, and parents. companies who care about what
happen. They take good planning and into a multi-channel strategy.
from you over time? Send gift ideas with unique insight they think and that make them feel
strategic execution. Here are five best Using multiple channels to
Once you’ve landed a customer, it’s from your area of expertise and offer included.
practices that can help ensure that communicate with customers
time to move into customer retention discounts on purchases. Everyone
your results will be extraordinary, reinforces your message over time.
mode. This requires a plan. There are a needs help with gift giving. The more you can engage your
as well. This is a proven strategy that
number of ways personalized printing customers beyond the sale, the
increases effectiveness, increases
can play a key role in that plan. 3. Encourage customers more you earn their goodwill and
1. Traditional marketing response rates, and builds your brand.
Lots of companies send to sign up for sneak peeks loyalty. So when it comes to customer
rules apply.
personalized newsletters or note- and exclusive insights. communication, think beyond the
Start with great creative, snappy Lead generation using personalized
cards now and then. Many will send People like to be in the initial purchase. Think about
copy, and compelling incentives. printing is highly effective. Building
personalized reminders several days know. Encourage your building a relationship
Personalization gets results, but you in best practices makes it even more
or weeks in advance of a product customers to sign up for your for life.
still need to implement the basics of so. Talk to us about
or service renewal, as well. Those newsletter, friend you on Facebook,
great marketing. personalizing your
are great ways to stay in touch with or connect with you on Instagram or
next lead
customers, but more and more Pinterest. Give them insights into
2. Focus on relevance, not data. generation
companies are doing them. Here are product development or offer them
Data is just data — it’s a number or campaign.
five more unusual ideas that will help unique ways to use your products and
a piece of information in a spread-
you to really stand out from your services they might not have thought
sheet. Use your data to speak to
competitors. about. Experiment with “send your
the recipient in a way that
best idea” contests via social media to
means something to them. You
want them to say, “Hey! That’s me!” 1. Send a discount for no reason. foster more engagement and get your
Everyone likes to be customers talking about you.
appreciated. Send a
coupon with a discount 4. Say “thank you” for loyalty
on your customer’s next and longevity.
purchase “just because.” It will If you know when your
More Mobile Than surprise them and foster goodwill. customer first began
working with you, why not
Toothbrushes! send a personalized thank you card
and gift commensurate with the
In 2012, consumers worldwide had value of their business?
nearly 5 billion mobile subscriptions.
That’s almost a billion and a half
more active mobile subscriptions
than toothbrushes sold.You’ve heard
© iStockphoto.com/Blackred
it before, but it bears repeating. Are
you making mobile part of your
multi-channel mix?
Source: Responsys (2013)
iStockphoto.com/Small_frog, lightbulb/insets: mbortolino, Cimmerian, Ever, Alexsl
Your Company • Your Phone • Your Website