For customers first getting involved in 1:1 print
marketing, the question that inevitably arises is, “How can I maximize my investment?”
This question often creates great angst about how much data they have and
whether or not that data is sufficient to personalize the document for maximum
return. But how much data you have is not the only important factor. The
following factors are also critical in getting the results you want.
1. Quality of
the database.
Often, marketers get so caught up in volume that
they overlook the importance of accuracy. If you have a choice between spending
your budget on getting more data and
spending it on getting good data, go
for quality every time.
2. Forget cute. Go for relevant.
Think “customer motivation.” Many marketers get
caught up in creating ads that are cute and memorable, but this doesn’t work
with relevance-based targeting. You have about three seconds to catch the
recipient’s attention. If the customer has to think too hard or if there is not
a clear call to action, your piece will fall short.
3. Include a
call to action.
Don’t assume the recipient knows what you want them
to do. Make sure the text clearly states the end goal: visit the store, buy a
product, attend a seminar.
One mortgage company learned this lesson the hard
way. It created a witty postcard whose front showed a pizza slice stuffed with
dollar bills. The headline read, “It’s Not Delivery. It’s [Name of Mortgage
Company].” Confusing, right? It showed
in the response rate — .5%. On the next go-round, the marketer added the
wording, “We deliver the best mortgage in town.” The response rates tripled.
No comments:
Post a Comment