For customers first getting involved in 1:1
print marketing, the question that inevitably arises is, “How can I maximize my
investment?” This question often creates great angst about how much data they
have and whether or not that data is sufficient to personalize the document for
maximum return. But how much data you have is not the only important factor. The
following factors are also critical in getting the results you want.
1. Quality of the database.
Often,
marketers get so caught up in volume that they overlook the importance of accuracy.
If you have a choice between spending your budget on getting more data and spending it on getting good data, go for quality every
time.
2. Forget cute. Go for relevant.
Think
“customer motivation.” Many marketers get caught up in creating ads that are
cute and memorable, but this doesn’t work with relevance-based targeting. You
have about three seconds to catch the recipient’s attention. If the customer
has to think too hard or if there is not a clear call to action, your piece
will fall short.
3. Include a call to action.
Don’t
assume the recipient knows what you want them to do. Make sure the text clearly
states the end goal: visit the store, buy a product, attend a seminar.
One
mortgage company learned this lesson the hard way. It created a witty postcard
whose front showed a pizza slice stuffed with dollar bills. The headline read,
“It’s Not Delivery. It’s [Name of Mortgage Company].” Confusing, right? It showed in the response rate — .5%. On
the next go-round, the marketer added the wording, “We deliver the best
mortgage in town.” The response rates tripled.
Remember,
when crafting 1:1 print marketing, it’s not about how good you are. It’s about how good the message is. Need help? Give us a call. That’s why we’re here.
