True one-to-one multichannel marketing can be challenging, if not at the very least, intimidating. First, knowing which data to use…if you even have any data. And then finding a way to use said data in a way that doesn’t instantly creep your audience out and send them running for the hills. Don’t worry, we understand the challenges you’re facing.
At Documation, we’ve found that the best way to incorporate anything new into your business, particularly in your direct marketing efforts, is to start with baby steps before attempting to take one giant leap for your business. So how can you do this?
Identify a small market you’d like to test relevant messaging with. Some possibilities include current segmented groups within your marketing, a specific demographic region, or by simply taking your next mailing and randomly pulling a sampling of recipients out.
Once you’ve identified your target list, select one or two variables you would like to incorporate into your messaging. We’d like to challenge you to think outside of the traditional name variable.
Yeah, we know – everyone LOVES to see their name on their mail, but what people really want is relevant information.
In fact, according to the Direct Marketing Association’s 2015 Statistical Factbook, an impressive 69% of consumers said they would be willing to share their personal information in return for relevancy.
Bringing Relevance is Not in a Name
How can you bring relevancy to your communications? Think outside the box a little.
Perhaps you’re a hotel sending “we look forward to seeing you” notes. Try incorporating imagery relevant to the destination city like the state flower, for example.
Or maybe you’re a car dealership touching base with a former client about a potential upgrade or oil change. Utilize imagery that reflects what you know about the target. For example, that could be with an image of their current make next to an image of the latest model you’d like them to upgrade to.
Evaluate, Adjust, & Repeat
The beautiful thing about starting small is the fact that you aren’t putting all your eggs in a single basket. You can start to identify the little things that can boost your audience’s response without breaking the bank. And then, as you begin to see those numbers go up, you can begin to roll that approach out to a wider target group to maximize your results across your entire mailing list.
What Tools Can You Use to Track & Gather Information
Join us in our next post in this series as we outline how to organize your campaign from the get go to minimize the feeling of being overwhelmed, and to ensure you’re considering every possible journey.