For most of us, the direct mail process can feel like a mystery and its complete understanding elusive. Perhaps it is our aversion to the voluminous regulations; or infinite variables that affect postage rates and the deliverability of a printed piece; or the nuances of the mailing panel and how it’s positioned on a postcard or catalog. Whatever it is, over the next several weeks, we will provide valuable information to help you successfully navigate the world of direct mail.
Despite the financial woes of the USPS, direct mail is alive and kicking. According to Nielsen’s report, “The Evolution of Circulars: From Print to Digital, Q4 2011,” shoppers across the board state that direct mail is relied upon 67% of the time for sales and product information. Permission based emails from retailers have an equivalent reach.
According to the 11,000 shopper subset of the Nielsen Homescan panel, Millennials, the most tech-savvy generation, responded favorably to print as the most influential channel when deciding where to shop (direct mail – 92%). Direct mail is still a valuable tool in the tool box. We’ll help take the mystery out of maximizing its potential.
When did you first realize your name was important to you? Was it when you signed your own letter to Santa Claus; if you even believed in that sort of thing? Or was it when you proudly signed every piece of artwork you produced as a child, even that piece made from uncooked elbow macaroni?
The last post in our personalization series focuses on what we call the Image Character Live. Live because we use a live piece of art such as a drawing or object and then convert it, essentially, into a custom font.
Does using your first name in zany ways seem trite and overused? Perhaps, but when you step back and consider the end-user, you realize that the use of our names in everyday conversation is important and it breaks down barriers. Below is a link to a blog that you might find interesting as it relates to first names.
What would be a stocking, hung on the quintessential mantel over the fireplace, if it were not personalized? Imagine the chaos and confusion that would ensue. You too can bring clarity and nostalgia to your marketing pieces by utilizing what we call the Image Character Photoshop effect, the fifth trick in our ongoing series.
Personalization using a name is the first step, but true one to one marketing goes even deeper. In a study conducted in July, 2011, three-quarters (74%) of North American consumers said they "don't feel they're receiving a benefit from sharing personal information with marketers," and just 52% said they somewhat or strongly agree with the statement that companies use their personal data "so they can better serve me," according to a survey designed to test consumer attitudes about personal data collection and use by marketers. To read the full post, click Print in the Mix below.
The “tiling” technique is the fourth trick in our personalization series. Tiling is best suited for grid-like images, such as windows in a skyscraper, bricks in a driveway or ink swatches on a color chart. Your product, service or environment probably has grid-like images associated with it. When someone sees their name blended with your image, happiness and bonding will result; subconsciously at least. If you’re not feeling that way now, perhaps it's because your last name isn't Picasso!
Do you remember the slogan; M&Ms melt in your mouth, not in your hand? M&Ms may not melt in your hand, but they sure do get sticky if held too long.
Part three in our series about personalization tricks revolves around the “fill randomly” technique. The sample shown in this post is a good example of how it can be utilized. The trick is making it look real and legible. Baseballs, golf balls, popcorn or jelly beans are all objects that would work well. Imagine a postcard targeting golfers with their name, message or offer written in golf balls. Send a marketing piece that the recipient will want to keep for awhile (aka sticky) and your chances of a response increase.
Giving your marketing a name badge is easier than you think. Part two in our series about personalization tricks revolves around the “masking” technique. The samples shown in this post are variations of that method. It is a relatively easy way to create an effect to personalize any piece while using variable data printing or email.
Personalization has come a long way in the last decade, but it is still underutilized. Let it elevate your response rates and the campaign’s overall effectiveness. Over the next several weeks, we’ll explain in detail how we can help you with the following personalization tricks.
