Does your mailer make an impact on the doormat?
Written by Lauren Garghan
Take a moment to put yourself in your customer’s shoes. You finish a long, hard day at work, the commute home was awful and to top it off you were drenched by the British weather we all know and love. Walking through your front door, you pick up that day’s post. You have your usual mail, a few bills, a fast food menu and wait, something different...
A mailer, completely personalised to you, full of great products and offers that can be redeemed straight away. What better way for a customer to feel connected to an organisation directly on a one to one basis?
Ensuring your communications stand out from the many in your customer’s world is no easy feat. It’s no secret that Direct Mail is still very much alive. The Direct Marketing Association (DMA) analysed Bizo and Epsilon data and found that direct mail achieves a 4.4% response rate, compared to 0.12% for email.*
One of the most effective ways of improving response is through personalisation. We’re not just talking names and addresses, your customer can receive a mailer personalised with variable images, colours and offers. Impress your customers with a high quality print, bright and colourful that stands out from all the communication they receive in one day. To see a great example of a fully personalised digitally printed mailer, watch our vlog here.
The average consumer, will be bombarded with an assortment of communication in 24 hours. Email, social media, television – all day every day. Your goal is to cut through all of that and directly speak to your customer, offering them something they actually want - in a way whicj makes them feel valued.
Variable direct mail enables you to communicate with your customers in a more personal way, increasing engagement, response rates and sales as a result.
One of our clients, who is a major retailer saw huge results. A change we implemented was to vary the image on the outer of the pack to reflect the type of membership they had rather than using the same image for everyone. We also included a colour image of the item being promoted on the voucher rather than the name of the product or a mono image.
Incremental revenue for those with a supplier pack increased to almost 3 times as those without. Additional incremental revenue increased by 24.8%.
Be the front runner – the company we talk about
Visit www.forbes.com for further resources.