Tips & Trivia
Variable Data Printing
By
Feb 14, 2005, 13:44

When you have marketing that is specific to each customer in content and offer a much higher ROI can be expected than by using more traditional methods. Included is a brief guideline on how to approach and implement a successful program using one-to-one direct marketing.

1.) Determine your goals of the marketing campaign such as:

· Reduce response rate costs
· Reduce turnaround time
· Generate more leads and traffic
· Improve retention rates
· Maintain and extend customer relationships
· Generate more sales

2.) Choose your audience carefully and target them with a program that makes sense.

To start with, have a good database. The more you understand about your target audience the more you know how better to reach them. Bio data will give you the opportunity to better market to readers with something they can relate to.

By understanding your customers you will have a program that fits them based on what services and products they will buy. For example, a company promoting a $12.99 car wash service is not as likely to pay the extra dollar or more per piece for 1:1 direct marketing. Where it would make sense for example is taking that same personalized strategy and applying it toward a car dealership that is selling new cars to past customers. By increasing response rates for high dollar items the results will be more cost effective for personalized direct marketing.

3.) Create an effective layout and design.

Have an attention-grabber. Using color and having a themed graphic based on information you know about the reader can make the difference by increasing response rates. If you are selling Buicks and your reader plays golf (according to your bio information) have a golf theme in your piece. Placement is also very important. For example, with a direct mail piece, the envelope is what the reader sees first. This is where your piece has to be noticeable so the recipient will open the mail piece.

4.) Measure your results.

Did your goals meet your objectives? Having different offers or discounts in the same run can provide additional comparison data on your promotion. Having unique offer codes is also a good tool in measuring results.

Obviously this is just a brief guideline to a successful campaign. By planning ahead and setting goals you can determine if one-to-one direct marketing makes sense for you. If it does, then expect to see your customers take action, your response rates increase dramatically and results that will meet or exceed your marketing and sales goals.


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