Whether it is the online audience or the mailbox audience, a common thread has come forward. Younger consumers want to be entertained, but want messages directed to them personally. Mature consumers desire relevance and usefulness. Whether by email or a printed piece, consumers all want businesses to make contact with them as an individual and provide relevant information about their services or products.
As a printer/media provider, it would be ideal to print more. More clicks on press, more sales dollars. But is that responsible?
Every time I go to my mailbox, I get the same old static direct mail…which shows me that a company is only hoping I take interest in what they are selling.
Then you have the “mail merge-esque” direct mail that features first name personalization in hopes I buy the showcased product or service, though most of the time it has no relevance to me.
Hope is not a strategy.
As spoken by UFC Champion Conor McGregor a couple weeks ago, “Precision and timing beats power and speed.” Same thing holds true in business, and same thing holds true in direct mail. It’s all about quality over quantity.
Companies can tout 121, W2P, 123, or ABC all day long, but without precision – their efforts will end up as M2T… Mail to Trash. Pure and simple: waste.
What you need is precision.
Symeta has proven that a relevant and precise approach can be highly successful in Belgium. Take this case study for example. You can see how this precise, hyper-personalized approach triples (sometimes more) response rates.
Increased response rates correlate to increased sales. Leveraging targeted print may mean less ink on paper, but more return on investment for your pocketbooks.
In the long run that leads to more print campaigns that create customer loyalty through relevance delivered to our mailboxes. Maybe that’s not so bad, eh?
All parties from marketers and consumers, to suppliers and printers win in this hyper-personalized model, but most importantly it’s responsible direct mail marketing.
At Documation, we have built our business to be agile, fast, and precise in order to help our clients achieve this type of relevant marketing. In the direct mail, omnichannel, and commercial print arenas, we take pride in our intelligence and precision.
Now our clients are able to personalize their customer’s experience, and minimize the amount of waste coming through the mailbox. Instead of the tearing out only 4 coupons out of 50, their customers are getting 15 to 20 relevant coupons based on products and services they know they’re interested in. This level of relevance and precision is leading to quite a bit less M2T.
Unmarketing to engage your audience.
Call it unmarketing with print, or call it unprint – we need to challenge ourselves to think more along the same lines of one of my favorite podcasts, the Unpodcast by Scott Stratten.
Stratten’s “Un” theme is taking the rules, throwing them in a blender, and pureeing them. Sometimes I think that’s what marketers need to do with their direct mail marketing.
Take a lighted match to that traditional stuffy suit thinking and engage the consumers. We’ve taken a hard look at the traditional thinking of how we sell print, and rethought the way we do business. We understand it’s time to stop marketing noise and start engaging the audience.
We have no problems with “big data.” There are many ways to collect it, and even more ways to utilize it to create that “ultimate experience” for the consumer. That “ultimate experience” will bring the young and mature consumers to your door.
Interested in learning how we can help you create that relevant dialogue with your audiences? Let us know!