Getting to Know You: Gathering Data for Personalized Printing

In our first 1:1 Marketing series post, we discussed the need to crawl, walk, and run when testing out a personalized, multi-channel approach to your marketing. With personalization driving response rates into the teens (and some even higher) – it’s imperative that marketers begin to understand how to gather, consolidate and utilize data to maximize results in this digital world we live in.

What we’ve found from working with our clients is they either:

A) Have all the data they ever dreamed of, but they just aren’t quite sure how to most efficiently harness its power.

Or B) They don’t really have any data outside a name and contact information to really begin personalizing their marketing.

Sound familiar? Keep reading…

The Challenge of Bringing it All Together

 A key challenge for many companies who do have customer data is finding a way to marry all the different silos of data gathered into a single customer relationship manager (CRM).

Since the rise of the digital age, creative departments have been split into separate operations – email marketers working independently of direct mail marketers. Sometimes they’re not just separated by a room or a floor, but they actually operate in different states entirely!

Without a way to combine all the creative departments gathered insights – it’s no wonder marketers are finding it a challenge to create a truly 1:1 approach to all of their marketing channels. We understand these challenges, and that’s why we’ve invested in our multi-channel marketing solution, DMAutomation.

Gather, Analyze, Fine-Tune, Repeat

Whether your own an ant hill or a mountain of data, just imagine the power of combining and collecting information (about email, social media, and yes – even print) into a single dashboard for real-time analysis of campaign activities. That’s what DMAutomation is all about.

  • Gather: With personalized URLs (PURLS) – you’re able to gather so much insight on your customers (not to mention, people really love seeing their names attached to URLs).PURLs are quickly becoming the hub of 1:1 marketing campaigns. Often branded to match campaign messaging for cohesiveness – PURLS can feature everything from personalized coupon offerings to pre-populated data collection forms that have an incredible influence on response rates.Additionally, PURLs are utilized in both direct mail and automated email campaigns – allowing you to identify the channels that are most relevant to your audience and enabling you to save by marketing wiser.What’s more? By including personalized QR codes on direct mail pieces, you can help your customers easily navigate between printed piece and digital realm with just a quick scan.
  • Analyze: All this ability to gather information would be useless, if you couldn’t find a way to bring function to the data. That’s why our dashboard makes it a breeze to understand exactly how your campaign’s performing, at the exact time that you need to know.DMAutomation marries email stats with direct mail scans and responses so you can get a real-time look at how you’re performing. Oh, and did we mention it tracks everything at the individual level as well? Harness these “conversations” to give your customers exactly what they
  • Fine-Tune: With the opportunity to split test campaigns – you’ll be able to utilize campaign analytics to identify effective messaging (remember our crawl, walk, run suggestion when rolling this out though).
  • Repeat: As you begin to identify what is working best for your target audience, DMAutomation enables you to dynamically modify campaign components and deploy to additional targets so that you can achieve maximum results.

Interested in seeing DMAutomation in action?

Request a demo! We’d love to share with you how we can help you automate your marketing efforts and improve your bottom line.

Documation LLC is a 20-year old commercial printing company with clients all over the Unites States and Canada. We specialize in large volume printing for associations, publishers, and agencies in the direct mail and one-to-one communication market as well. Our staff includes creative designers and list management experts, and our capabilities include print on demand, mailing solutions, high-speed production inkjet printing, and variable data printing.





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