Print
personalization — you hear about it everywhere. Use printed pieces to talk
directly to recipients based on name, gender, past purchase history, or other
information to achieve higher response rates and better return on investment
(ROI). Is this really a smart marketing approach? Or is it just a gimmick to
get you to buy more print?
Consider
the way you are being marketed to.
When you shop online, cookies follow your every move so that when you return to
the page, the view is customized to your preferences. At the grocery store,
your receipt is printed with coupons based on the items you just purchased.
When you receive mail from your financial services provider, it contains
information only on those funds in which you have invested.
Personalization
has become so ingrained in our consumer experience that it’s just become our
default expectation. If you aren’t incorporating 1:1 print into your print
marketing, you are out of step with the overall trend in marketing.
What
about cost? Today, every marketing cost is increasingly scrutinized. Although
marketers tend to think of 1:1 printing as a high-cost luxury, when handled
properly, the opposite is true.
- 1:1
printing optimizes your marketing investment by not mailing irrelevant
information to the wrong people. It makes every record count.
- 1:1
printing provides provable ROI so you can compare its value against other
marketing methods and justify your spending based on real numbers.
- By
generating higher response rates and per-order values from targeted
customer segments, you can spend less and bring in more revenues.
- More
relevant communications (including newsletters, bills and other
correspondence) help companies improve customer retention and reduce
turnover. This has a direct impact on the bottom line.
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