Why do some 1:1 printing campaigns knock it out of the park while others are less spectacular? Clearly, it starts with great creative, a solid product and a compelling offer. Even the most powerful 1:1 printing campaign can’t make recipients respond to a product that doesn’t have value or isn’t relevant to them.
But sometimes there seems to be a mystery element—a “something extra” that pushes these campaigns over the top. What might that “something extra” be?
Here is a short list of proven response boosters compiled by industry analyst Heidi Tolliver-Nigro, as reported in the marketing report “Personalized URLs: Beyond the Hype.” Although this list was compiled for this sub-category of 1:1 printing, it applies just as well to 1:1 marketing campaigns overall.
1. Start with a highly targeted customer base. Successful programs often do not use the entire list. Marketers might target existing or past customers who already have or had a relationship with the company. Or they might start with a prospect database that mirrors their existing or desired target base.
2. Utilization of other elements, such as over-sized postcards or lumpy mail. Marketing studies show that you have about three seconds (often less) to grab recipientsrsquo; attention before they toss the marketing piece into the trash. By layering these additional elements, you are buying valuable time.
In one case study, the marketer received up to a 75% response rate by mailing fully personalized, lumpy mail packages to high-value targets. In another campaign, the “wow” factor was that the mailer opened into eight accordion-style folds for a total of 62 inches. Of course, you donrsquo;t have to go to this extent. You can use simpler techniques, such as over-sized postcards, colored or clear envelopes or other standard marketerrsquo;s tricks.
3. Use the benefits of multiple media to reinforce the message. When possible, donrsquo;t rely on print alone to carry your message. The more you can reinforce that message with other media, the more powerful it will be. Prime the pump with personalized e-mail. Send reminders by e-mail or SMS text messaging. Follow up your personalized URL campaign with a postcard. All of these elements work together to create the terrific response.
4. If you are doing a personalized URL campaign, make sure there is a high-value incentive to respond. “High value” doesnrsquo;t have to mean costly. Many marketers use entry into a sweepstakes or a gift card to a local restaurant, but you can use non-monetary incentives, as well. You might give environmentalists a sneak peek at the latest “green” technology. During the holidays, you might give customers a chance to choose the recipient or influence the dollar value of a charitable donation. As with the marketing message, the better you match the incentive to the audience, the better the initial response.
1:1 personalization is a powerful tool, but there are tricks to improving its effectiveness. Using one or more of these additional best practices can take a good campaign and make it great.
