With pop-up blockers, no-call telemarketing lists, and required e-mail opt-ins, there are few ways left to reach customers one-on-one without explicit permission. As your mail box will attest, Direct Mail is still a valid marketing strategy, and when implemented correctly can yield impressive results.
Effective Direct Mail has a headline, or opening, that grabs attention and drives the reader to more detail. Once into the detail, talk less about “me” or “us” and more about “you.” Address what the reader is experiencing, and how he will benefit from your service/product. Spend more time on the message and copy, and your piece will be more effective.
For direct mail, or any advertising in general, to drive a response, there must be a compelling reason for the recipient to take action. The offer MUST have meaning for the recipient — back to “YOU.”
The message may be perfect and the offer compelling, but if it’s being mailed to someone who isn’t interested, it’s a waste. There is more demographic data available now than ever before. But mining your own data is the best place to start. Can you segment your clients?
VDP means the data can change on each piece that is printed. This creates a dynamic process to specifically address “YOU” by changing:
With our Variable Data Printing capabilities, you can personalize names, message, copy and images to make an impact on the recipient. Studies show that personalization drives higher response. For the Jimmy V Celebrity Golf Classic, we created a piece sent to the sponsors from the previous year that had name and photo personalization.
The front featured the name of the recipient.
When the recipient opened the invitation, they saw their own picture from the previous year.
These personalized touches resulted in a higher response rate from the mailing.
© Metro Productions 2022
