improve your roi with direct mail
TRANSCRIPT
bakergoodchild.co.uk
Sources:
http://postalnews.com/postalnewsblog/2012/09/18/the-effectiveness-of-highly-Personalised-direct-mail/http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyondhttp://www.dma.org.uk/ http://www.marketingweek.com/2013/12/17/the-marketing-trends-for-2014-part-one/ http://www.ricoh.co.uk/about-ricoh/news/2015/mail-matters.aspx
Colour The sensitive use of colours will
increase response rates, this varies by genre and
genders/ages will respond di�erently to colours used
Multi-dimensionsDi�erent sizes of enclosures will pique the interest of recipients
and are likely to increase conversions
3D Printing Use of 3D printing to provide
various enclosures (e.g. miniature version of a sofa)
bakergoodchild.co.uk
STATS ABOUT PERSONALISATION
HOW PERSONALISATION INCREASES ROI
PERSONALISATION PROCESS
OTHER WAYS TO INCREASE RESPONSE RATES
In this infographic we discuss how ROI can be increased in direct mail projects through the
use of personalisation techniques.
Here are some statistics to support that personalisation is important in Direct Mail.
Although not strictly personalisation, the following are other techniques to increase response rates:
68%revealed image
personalisation would enhance direct mail
campaigns
Increased sales Using knowledge of
past purchases
Use of PURLs Reduced costs& less wastage
ProfitUndoubtedly increasing profit is a major reason for personalisation within direct mail projects:
FELT PERSONALISATION
IS VERY IMPORTANT
Reduced waste
Through customers responding more due to the personalisation
of the mailshot to their preferences
Vegetable ink
Companies can use vegetable based inks
for a lower carbon footprint
Recycled stock
Recycling can be stated on the direct
mail and could increase response
rates
Tree planting
Materials can be bought from sources which automatically
plant new trees
GreenThere is a definite green / environmental benefit from personalisation of direct mail:
Data accuracy
Customers will appreciate correctly
addressed information
Thanks
Customers will appreciate
acknowledgement and thanks for past
purchases
Promotions
Being mailed with the latest o�ers is
likely to be appreciated
Tailored content
Personalised content will increase the
customer’s view ofthe company
Customer SatisfactionThere is an intangible ROI of increased customer satisfaction in areassuch as:
Personalised print media has a more powerful presence than a Personalised email, because the
audience can recognise that it takes
more e�ort to customise print media
than digital
56%of consumers say they would
be more inclined to use a retailer if it o�ered a good personalised experience
Direct Mail campaigns with a highly personalised element can expect an ROI increase of between 300% - 1000% i.e. 3x to 10x more)
Personalised
Personalised=6.5% response rate
Not personalised=2% response rate
Nonpersonalised
Make sure the data is correct, e.g. address, title, customers name,
purchase history, etc
Treat B2B di�erent to B2C customers
Behavioural personalisation targeting - Use loyalty card scheme info if available and
Abandonment of shopping cart information.
Demographic personalisation targeting - use di�erent language in di�erent parts of country
(e.g. cob, bap or roll). Use di�erent mailshot based on demographics of postcode and/or recipient
income info (if available).
Target based on recency of last purchase - Example a customer who has bought in past 3
months may be segmented di�erently to customer buying in last 12 months or one buying
12 months+.
Clean Data
Segmentcustomers
Use technologies such as:
Personalised URL (PURL) – a personalised URL relating to the campaign, e.g.
www.personalisedurl.com/sharonstevens
Augmented Reality – inclusion of images which when clicked on by a mobile device / tablet etc. extra web based information can be provided,
this is a true integration of digital and print technologies
Clickable paper – is a Ricoh developed technology, which works in the same way as
augmented reality and allows users extra information when they click on the areas of the
paper with clickable content
Google Analytics (or other tracking software) – To monitor the success of a campaign where
customers are steered to web URLs e.g. PURLs
Test and Tweak:
Personalisation can be tested in small batches until the optimal degree of personalisation is perfected. The idea being to mail to a small
sample, monitor results through tracking and then repeat to most e�ective personalisation
sub-groups mailed to
Give Customers a Preferred Communication Method:
Give customer choice of print, landing page, telephone number, e-mail address, social media
channels
Include call to action:
For example coupon/voucher, opportunityto donate (non-profit), limited time o�er
to buy/renew, clearly state any expiry dates (subscriptions, membership, insurance
premium) etc.
EmbraceTechnology
Overall give consumers the impression you are communicating directly with them and
nobody else -
Include customer name in letter - Mr/Mrs Jones - rather than Dear Sir/Madam
Include customer name on outer envelope
Purchase/donation history information - Include info about past purchases or donations
for a charity
Tailor by gender - Personalise the o�er to the right sex, e.g. men’s shirt to men, ladies bra to
women, etc.
Cater to any previously stated preferences / interests, e.g. a Travel company might segment by cruises, beach holidays, all inclusive or safari
holidays, etc.
Handwritten signature - Although a luxury, customers love to see e�ort. A handwritten
signature for each mailshot is an option. Even for 10,000+ sized mailshots people could be
hired to do this
Include PURL - a personalised URL which when clicked will personalise the view to
customers preferences and also indicate to Company that there has been a response
Deliver a trulypersonalisedexperience