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Improve your roi with direct mail
- 1. bakergoodchild.co.uk Sources: http://postalnews.com/postalnewsblog/2012/09/18/the-effectiveness-of-highly-Personalised-direct-mail/ http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyond http://www.dma.org.uk/ http://www.marketingweek.com/2013/12/17/the-marketing-trends-for-2014-part-one/ http://www.ricoh.co.uk/about-ricoh/news/2015/mail-matters.aspx Colour The sensitive useof colours will increase response rates, this varies by genre and genders/ages will respond differently to colours used Multi-dimensions Different sizes of enclosures will pique the interest of recipients and are likely to increase conversions 3D Printing Use of 3D printing to provide various enclosures (e.g. miniature version of a sofa) bakergoodchild.co.uk STATS ABOUT PERSONALISATION HOW PERSONALISATION INCREASES ROI PERSONALISATION PROCESS OTHER WAYS TO INCREASE RESPONSE RATES In this infographic we discuss how ROI can be increased in direct mail projects through the use of personalisation techniques. Here are some statistics to support that personalisation is important in Direct Mail. Although not strictly personalisation, the following are other techniques to increase response rates: 68% revealed image personalisation would enhance direct mail campaigns Increased sales Using knowledge of past purchases Use of PURLs Reduced costs & less wastage Profit Undoubtedly increasing profit is a major reason for personalisation within direct mail projects: FELT PERSONALISATION IS VERY IMPORTANT Reduced waste Through customers responding more due to the personalisation of the mailshot to their preferences Vegetable ink Companies can use vegetable based inks for a lower carbon footprint Recycled stock Recycling can be stated on the direct mail and could increase response rates Tree planting Materials can be bought from sources which automatically plant new trees Green There is a definite green / environmental benefit from personalisation of direct mail: Data accuracy Customers will appreciate correctly addressed information Thanks Customers will appreciate acknowledgement and thanks for past purchases Promotions Being mailed with the latest offers is likely to be appreciated Tailored content Personalised content will increase the customer’s view of the company Customer Satisfaction There is an intangible ROI of increased customer satisfaction in areas such as: Personalised print media has a more powerful presence than a Personalised email, because the audience can recognise that it takes more effort to customise print media than digital 56% of consumers say they would be more inclined to use a retailer if it offered a good personalised experience Direct Mail campaigns with a highly personalised element can expect an ROI increase of between 300% - 1000% i.e. 3x to 10x more) Personalised Personalised= 6.5% response rate Not personalised= 2% response rate Non personalised Make sure the data is correct, e.g. address, title, customers name, purchase history, etc Treat B2B different to B2C customers Behavioural personalisation targeting - Use loyalty card scheme info if available and Abandonment of shopping cart information. Demographic personalisation targeting - use different language in different parts of country (e.g. cob, bap or roll). Use different mailshot based on demographics of postcode and/or recipient income info (if available). Target based on recency of last purchase - Example a customer who has bought in past 3 months may be segmented differently to customer buying in last 12 months or one buying 12 months+. Clean Data Segment customers Use technologies such as: Personalised URL (PURL) – a personalised URL relating to the campaign, e.g. www.personalisedurl.com/sharonstevens Augmented Reality – inclusion of images which when clicked on by a mobile device / tablet etc. extra web based information can be provided, this is a true integration of digital and print technologies Clickable paper – is a Ricoh developed technology, which works in the same way as augmented reality and allows users extra information when they click on the areas of the paper with clickable content Google Analytics (or other tracking software) – To monitor the success of a campaign where customers are steered to web URLs e.g. PURLs Test and Tweak: Personalisation can be tested in small batches until the optimal degree of personalisation is perfected. The idea being to mail to a small sample, monitor results through tracking and then repeat to most effective personalisation sub-groups mailed to Give Customers a Preferred Communication Method: Give customer choice of print, landing page, telephone number, e-mail address, social media channels Include call to action: For example coupon/voucher, opportunity to donate (non-profit), limited time offer to buy/renew, clearly state any expiry dates (subscriptions, membership, insurance premium) etc. Embrace Technology Overall give consumers the impression you are communicating directly with them and nobody else - Include customer name in letter - Mr/Mrs Jones - rather than Dear Sir/Madam Include customer name on outer envelope Purchase/donation history information - Include info about past purchases or donations for a charity Tailor by gender - Personalise the offer to the right sex, e.g. men’s shirt to men, ladies bra to women, etc. Cater to any previously stated preferences / interests, e.g. a Travel company might segment by cruises, beach holidays, all inclusive or safari holidays, etc. Handwritten signature - Although a luxury, customers love to see effort. A handwritten signature for each mailshot is an option. Even for 10,000+ sized mailshots people could be hired to do this Include PURL - a personalised URL which when clicked will personalise the view to customers preferences and also indicate to Company that there has been a response Deliver a truly personalised experience