5 reasons to use selfmailer in your next Direct Mail campaign
As the name implies, SelfMailer refers to direct mail that does not require envelope. Instead of the envelope, selfmailer is designed in a way that address and email information can be printed (or stuck) directly on it. Most of the selfmailers are created from a single piece of durable paper or cardboard, which is folded to a smaller size, then secured with adhesive labels or glue – to maintain tightness during transport and that content is available only to dedicated recipient.
Typical assembly configurations for the selfmailer include double folding, folding into letter Z, or folding into four. A multilateral document, such as a stapled bulletin or small brochure, can also be designed in a form of selfmailer. You can add various contributions to the “basic” size, increasing the space where the message can be placed. From a technical point of view, a postcard is also a selfmailer parcel, although nobody calls it this way. Considering our experience, most of the recipients find it very interesting since it is rarely found in mailboxes. We recommend this solution, mostly because of:
1. Speed – lack of envelope allows you to prepare your shipment much faster. This has great impact especially in a situation when a company or customer decides to make last minute campaign or wants to quickly implement another campaign due to the last call discount. The whole schedule is accelerated – not only the printing itself but also subsequent processes so that delivery to the final recipient can take place very smoothly.
2. Creativity – although the possibilities do not give away to the classic shipment in the envelope – selmailer often intrigues with its form at the first contact, shortening the path of delivering the message. Traditional parcel should be unpacked, letter should be taken out, spread out – recipient has to go through the whole “process”. In this situation size, shape immediately grabs the attention of the recipient. Die cut elements, additional 3D element or refinement of paper are just few of the many solutions that can make the package more attractive.
3. Frugality – this is exceptionally economical solution. Apart from the cost of printing the letter and inserting it into envelope, we can reduce the production costs to the necessary minimum. Moreover, if your postal item should contain additional item, such as a reply card or a coupon, you can combine it directly into selfmailer by simply using easily removable perforations or glue.
4. Perfect for mass mailing – due to feature mentioned above – fast and economic production, selfmailers became the top 1 form of mass mailings. Additional advantage is the easy placement of coupons, rebates or loyalty card into the parcel. Due to this reason, selfmailer will find its place in almost every industry, providing the message in a simple and attractive way. This kind of shipments are particularly effective when they are sent to an existing customer base or to those who already know your brand or offer.
5. The ability to test different solutions – you can check which product or form of delivery works best for your customers at low cost, e.g. by changing the text or the promoted product in a part of shipment. You can also test the one way or another of opening or the size of the mail, so that your next campaign can achieve even better results.
As you can see, the selfmailer will work as a solution in the Direct Mail campaign for many reasons. It is worth using this form because, due to its uncommonness, the recipients remember it better. When we present samples of such products, we often hear the words of surprise “is it also a direct mail shipment?”. At the same time, the possibilities to make your selfmailer more attractive are virtually unlimited. We invite you again to the portfolio and our Facebook page to go through our projects.
Is it worth sending Christmas cards?
We spend hours on liking, tweeting, sending emails or text messages, uploading photos and videos. The list of social media activities is endless. For sure, you have heard opinion like “does anybody still make phone calls” or “I’ve already seen it on Facebook”, “Do you really use email to communicate?”.
Digitalization provides new ways of how we communicate. Technologies development and wireless Internet has significantly eased this process. Unfortunately, cutting off the “human” part of the way we pass on information – which has a clue meaning in business relations.
Few years ago before Christmas, we have received dozens of Christmas cards with wishes from family or friends. Later on we started making phone calls. Time passed by and each year, we chose to send texts and now move to copy-paste wishes put on your Facebook wall. Although it might seem pointless, it is still worth to take time and send Christmas card for
a lot of reasons:
1. It feels great to get postcard!
When was the last time you received package which was not a leaflet from a close by supermarket or not so pleasant water or electricity bill? It is very unusual to receive hand written card, even during Christmas – and this little tradition that seems to be “outdated” rarely pleases people!
Sending cards usually works mutually – your company will send those this year, and in the future probably some of them will respond accordingly to Cialdini reciprocity rule!
2. You create long lasting relation.
Most of us, despite our attempts and efforts, will not be able to see everyone in person to make wishes during Christmas season. Despite being in constant contact by phone or email, sending a “physical” Christmas card allows you to establish a closer relationship, allows you to show that you really engaged and devoted your time to write a few words from yourself, go to the post office and send the parcel.
3. Log out!
Think about how many wishes you remember from those received by email, text or Facebook? You mechanically reply to them “thank you”, reciprocate or reply to the previously chosen rule. When you receive a card, you have to spend a moment of your time – open the envelope, read the content, “touch” it. By stimulating different senses, you give your head a rest from the eternal overload of information and better memorize the wishes placed on paper.
4. It’s hard to part with it.
How many emails have you deleted today? Probably a lot, just like old text messages or call history. You touch one place on the screen or press a key and everything disappears. It is much more difficult to throw away card addressed directly to you. Cards became a kind of souvenir, gift – just like tickets from concerts or printed photos. Consider the possibility of creating a gadget made of paper or inserting various gifts for your shipment – you can make this parting even more difficult. A personalized gadget, a small gift, which client will not use the all-year calendar? It is an element worth using in building image or rebranding a company.
5. Compare mailbox to e-mail or newsfeed in social media.
We write everywhere and about everything. Sure – it’s easier to write post with wishes or add a picture with Santa Claus and words “Merry Christmas” – but what’s personal about it? Apart from the situation when such post is lost in the amount of other entries, advertisements, sponsored posts, etc. If you really want to appreciate your partners, contractors – put on a traditional letter. This will result in a completely different message delivery.
You can personalize your Christmas cards almost in 100%. When ordering cards, you can choose the color, font, content and add personalized photos. You can choose the way the card opens, or if you can hang it on the Christmas tree. Add a gift, deliver in a bigger cardboard box with a balloon – by post or courier. If you already have proper client base, then it is worth thinking about combining offline and digital activities. A personalized movie or website is incredible in reinforcing the message combined with the letter!
7. Cards might become decorations.
Most of companies which receive Christmas cards, put them either at the reception or in the conference room, usually in a very visible place. Each of them is appreciated as a nice gesture and testifies to a well-arranged cooperation. As a company with many years of experience, we recommend the use of refinements or atypical sizes so that the card really stand out – brocade lacquer, gilding, hot stamping are just some of many possibilities thanks to which the card will remain remembered and attract the attention of the recipient.
There are quite a few ways and the benefits of using a postcard in a Christmas delivery – unusual sizes, refinements, personalization, delivery by courier – all these actions affect how Christmas wishes sent by your company will be remembered by the recipient. It is worth using the full potential of this solution, so that customers feel appreciated, and the shipment itself has been with them for a long time. If you are looking for inspiration – take a look at our portfolio portolio or on the fanpage fanpage. And if you need professional support when sending Christmas cards to your clients or contractors – fill the brief brief on our website!
6 steps to effective direct mailing campaign
Opinions about the effectiveness of direct mail are different: some say it is a very effective tool, others say completely the opposite. Meanwhile – in practice – we can divide direct mail campaigns into those which provide great results and those which are poorly planned and are incorrect.
This post will focus on good ideas on 6 steps to effective direct mailing campaign:
1. Clearly define goals and set up a campaign
When planning a campaign, we need to know exactly what we want to do: activate existing customers and maximize sales or maybe gain new clients. How big is the budget of campaign? What is the geographical scope: whole country or only the surrounding region? Is the company ready for the success of the campaign – whether the call center would be able to handle more inquiries or whether the warehouse or store has the sufficient amount of advertised products? While planning your campaign, you must have answers for many questions and accordingly to those answers – make your decisions. And eventually arrange entire campaign and put it in the schedule.
2. Prepare a good customer data base
Even the best advertising creature will not help when it comes to selling if the customer base is wrong. Firstly, it has to include people who are somehow interested in our offer. It is a good idea to send it to people who have already tried your product – for example a test drive is good beginning. But if somebody has tested small city hatchback and you will send an offer to buy a top model with the high-end extras, way bigger and much more expensive – it will more likely be a disaster.
Secondly, the database has to be well prepared from technical side, eg. all postal codes in proper format, correctly typed addresses, first and last names, etc. The less mistakes, the bigger number of mails will reach the recipients. The subject of proper preparation of direct mailing data bases will be covered in more details later on the blog.
3. Deeply personalize the message
The advantage of direct mailing is the ability to personalize the message, meaning delivery of individual characteristics, which we are unable to do using mass media such as billboards or city lights. You should use in the first phrase to the addressee his or name “Dear John”. It will be much more eye-catching than “Dear Sir”.
Of course, the deeper you personalize the content, the more attention you will get from your audience and the more effective your campaign will be. You can use in your communication with clients features such as demographics, habits or their needs. In addition to personalizing content, you can also customize the graphics. For example – the recipient’s name, made up of graphical elements that appear throughout the campaign.
4. Build a relationship with the customer in a few steps
Build a narrative, a whole path of contact, and draw the recipient into it. Step by step show more information and details, intrigue him. A good example is our PinPoint service, which combines five elements of the campaign: sms, direct mail, PURL (personalized website), email and in the end – personalized videos. All elements are consistent and are intended to maintain the interest of the recipient and encourage interaction.
5. Be generous – award!
Do you like getting gifts? Recipients of your campaign also do so. So give away gifts – personalized calendars, pens, bookmarks, access codes to video services, etc. No matter their price, go for usability and aesthetic form. The more surprising and relevant to the theme of the campaign they are, the more they will be remembered by the recipient.
6. Measure the effects
The advantage of direct mailing is the ability to precisely monitor the course of
a campaign – how many mails were sent, how many of them returned, how many people entered the dedicated website, how many people called the hotline, how many purchases they made. Only by collecting and analyzing data you will be able to draw conclusions and better prepare your next campaigns. Without measuring effects and analyzing data, you will more likely duplicate your own mistakes.
Technical side of the multi-channel direct campaign
Comprehensive cross-media campaign is composed of many elements – both printed and offline – as well as those distributed through digital channels. In today’s post, we explain how, from the technical side, conduct an effective multi-channel direct marketing campaign.
1. Prepare the database
A well-prepared contact database is the absolute must of your marketing campaign. What will be the effect of the campaign, if the shipment will not reach its destination? None. We will not be able to help with any creative form or perfectly prepared texts. Due to the large number of direct mail campaigns we have a great deal of experience working with customer bases and buying them (at the request of our customers) and verification. We check whether the addresses are entered correctly, whether the postal codes are given in uniform format, and often filter base for the desired campaign criteria. For example – we select a location base. When preparing the database, we also add relevant data for personalization. If we want to distinguish base between the sex in direct greeting to the addressee, such as “Dear Madame” or “Dear Sir”, we need to add an additional gender value to each record, automatically determined on the basis of the name. Various data is also added to the database: login passwords for individual landing pages and links to personalized landing pages. All data is needed to generate a personalized letter, which begins with a polite greeting to the addressee who invites you to visit a specially prepared website that is protected by a unique login password.
2. Preparing materials for printing
The key element of a direct mail campaign is a paper shipment designed in a non-standard, creative way. During the preparation of the campaign, it happens that customers themselves prepare the layout of the shipment, but the vast majority entrust with this work to our graphic studio. From our experience – we recommend this option. Main reason for this is technical requirements – direct mail often has custom shape which requires the use of die cuts and mockups, which should be very well and properly designed. Another problematic issue is personalization, which also requires special and detailed preparation of the file. It’s a different kind of printing than advertising in newspapers or magazines, so it’s good to trust these professionals. Otherwise, it may turn out that some of our creative ideas will not be produced for technical reasons or that the graphics will not fold properly with the die and the resulting visual effect will be exactly the opposite.
3. Prepare a personalized website
If a customer chooses to use multichannel PinPoint or PURLON campaign, we will prepare dedicated landing pages in addition to directmail shipping, which describe the product or service in detail. An example of a personalized website. is the address: www.yourdomain.en/name.surname
During preparation of the campaign, it is often asked whether these types of pages should be password-protected. Our opinion is yes, but the degree of protection depends on the type of offer you want to submit. If it is a financial or health offer, based on prior information about the recipient, it is imperative to protect it with an individual password that is best compliant with law being in force. If it is less sensitive offer, such as a proposal for a telecom or television package that all regular customers receive, just a simple password from randomly selected sequence of 6 characters would do its work.
Properly prepared website is hosted on our internal server and our IT department is responsible for its security and operation.
4. Prepare e-mail and SMS
If you have all of the previous items, you should prepare the communication with additional channels: e-mail and SMS. We use them in several possible ways: as an annoucement of direct mail (“Dear Peter, in 3 days expect a specially prepared item for you”), confirmation of the order or acceptance of the order (“Thank you for placing the order, we will ship it within 48 h”), acknowledgement for your participation (“Thank you for completing the survey”) or to remind you of the shipment (“On XXXX, we sent you an offer.) Visit www.offer.en/john.doe and select the package you are interested in. XXXX. “).
Of course, this communication channel must be well thought out and used wisely. We do not send emails or text messages to customers who have already interacted with us. It is important to properly configure your DNS servers so that outgoing emails from your servers use your client’s domain and do not go to spam folder.
As you can see, the technical side of a cross-marketing marketing campaign consisting of both traditional and digital channels of communication is multifaced and worth working with experienced partners in this regard. Each stage is equally important, and small errors can affect the success of the entire order.
5 Reasons Why Consumers Trust Direct Mail
Trust is the base of all relationships, especially those of business type – which are valued by all companies very much. It is the very basis for the exchange of goods and services. People and organizations that focus on building relationships – build trust, so they have a competitive dominance over their internal and external business relationships.
Global crisis of confidence
The problem for many marketers is that trust put in the institutions, especially those whose spendings are focused on marketing and advertising, has fallen considerably in recent years.
Edelman, a global communications marketing firm, publishes the Edelman TRUST BAROMETER ™ annual report since 2001. According to the 2017 report, “confidence is in crisis all over the world.” The confidence of the public in all four major institutions – business, government, NGOs and the media – has dropped significantly1.
Most trusted marketing channel?
Do you want to know what 2400 respondents say when asked about which ad channels they trust the most when making a purchase decision?
76% of consumers trust direct mail – according to a study by Marketing Sherp2.
By interpreting the results – the 5 most trusted marketing channels are in general older, offline, and considered to be in decline – at least by most of the marketers. The lowest level of trust has “pop-up” ads – we do not accidentally block these pop-up windows.
Out of the 5 most trusted direct marketing channels, communication via traditional mail delivery is in the third place. Followed by email – covering the highest place among other digital channels.
What are the reasons for such a high level of consumer reliance in direct marketing? Conclusions are the following 5 points:
1. Cognitive science says so
Science dealing with issues of mind, cognition and knowledge of languages whose main areas of research focus on the study of consciousness, perception, learning techniques and decision making process1. Using this kind of technique in marketing creates new opportunities. More and more evidence suggests that customers rely on direct mail because of the unique way paper advertising interacts directly with parts of the brain that control how we feel and remember things.
“Research on brain mapping and visual tracking, shows that our brain actually processes paper advertising differently than digital advertising.” This study shows that paper ads, such as direct mail, require less effort to understand it properly, seems to be more ” real “which generates more emotion”.
In fact, a study conducted by the Canadian Post in 2015 found that direct marketing “requires 21% less cognitive effort to process and produces a much higher brand recall” than digital media.
2. Consumers trust their own mailbox
Although the digital world is using personalization more and more, for many years direct mail companies have implemented “mass personalization” by printing a variety of data. Why? Consumers want the most personalized experience. According to a recent study by Salesforce.com, “63% of Millennials customers and 58% of Generation X customers want to share their data with businesses in exchange for personalized offers and discounts.”
It makes sense. Why consumers should waste their time on deals they do not care about?
Marketers who take advantage of this knowledge – they expand their personalized nature of direct advertising to improve their online campaigns. Including personalized URLs as CTAs for mail items, they combine consumer confidence into direct mail tracking and automating digital activities.
3. Direct Mail targeting and personalization
While cost of correspondence has increased, the value of each of the traditional method of letters increased. It is now pointless to send mail “blindly”.
Modern databases and segmentation techniques enable marketers to direct deals to people who are most likely to buy something. Would you like to direct the offer to new homeowners residing within a given postcode? No problem. List of managers who are in charge of specific kind of restaurants? You can get this as well.
When brands introduce appropriate and personalized offers to consumers, they build trust. By sending direct mail within the needs, behavior and views of consumers – which makes it more relevant – in the end more trustworthy. Even if they do not use offer they got, the brand is remembered as trustworthy by the customer.
4.You can actually touch Direct Mail
Consumers rely on direct mail because they can touch and feel it.
The fact that direct mail advertising is printed, can be seen and touched – it has a tremendous impact on how consumers perceive messages contained in them. Thanks to touch and contact with direct mail – we experience it differently, deeper and stronger than text or image on the screen. Science has also proven that the things we touch – that have a direct influence on our thoughts and feelings.
Neuromarketing experts in the Canada Post study explain that the physical and tactile nature of direct mail has a direct, positive correlation with the ability of our brains to recall the message contained within it. Cognitive psychology explains that cognitive effort is a “measure of the mental effort required to understand the stimulus.” In a test that compared the impact of similar direct mail campaigns and digital campaigns, “memorization of participants’ messages was 70% higher when they were shown direct mail (75%) than digital campaigns (44%).”
5. Direct Mail is less intrusive
a) You are back from work. On the way to your home, you open your mailbox, take the envelope to hand, put it off. You sit down to dinner with your family. You take the mail again, look at the envelopes, turn on the TV. During the ads you open the mail and you decide what to do with it. You are looking at account statements, competitive bank offers. Maybe you will go to their website immediately and see if the offer you recived is indeed so attractive?
b) You are logging in to your mailbox to see 50 or 100 new messages. You do not feel calm until the mailbox is empty. You must pay the bills, so you are looking for whether or not you have already received an email with bank statement. You remove messages from unknown wealthy relatives detained in jail in Kenya. You find an email with an account statement – but are you sure while checking the “sender” that this is not another phishing attempt? You risk and enter the link – popup ad shouting to you to sign up for the same credit card you have for 8 years. You must find your username and password. Hold on, you saved it somewhere ….
Received shipment does not stop you from doing what you need to do. You’ll take care of it when you want – at the pace you want. If you do not have time, then envelope will be opened tomorrow.
Consumers trust Direct Mail – and does your marketing team already use it?
Recipe for a successful multichannel campaign – Euler Hermes case study
Most companies in their strategies, use marketing actions based on different channels of communication, but for various reasons, they are not appealing to their targeted audience. What should you give to your consumers to involve them in your message? Experience. Every message we receive is a certain experience for us – later on based on it, we create image of the brand and carefully sort it in our heads under that particular slogan or visual. That is why it is so important that the first (and every subsequent) encounter of a potential customer with a brand provides a positive emotion to the recipients and thus, encourages them to interact with the brand.
The goal of every multi-channel campaign should be to choose the most effective channel and finding the best way to the highly reachable audience. Our recipe for a successful multichannel campaign is deep personalization of the message and combination of the most appropriate ways to reach with the message, that will deliver a positive experience to the audience – a combination of traditional paper direct mail communication with modern personalized video technology and personalized web pages.
What we offer, is the ability to integrate and personalize five communication channels, enabling you to reach your audience with a variety of marketing channels and build engagement. It is a combination of direct marketing tools in one service – direct mail, web page, video, email and SMS. Each campaign is individually designed so that recipient feels honored and appreciated by the brand. The customer decides which media to use in each campaign. According to our expertise – direct mail and personalized video with a personalized website (pURL) is the most effective. Electronic media, for example e-mail or SMS, are used as communication channels which support key message of campaign.
Why paper delivery is the most effective? Paper allows the recipient to establish a real (physical) contact with the brand – Millward Brown’s research shows that “tangible” forms of advertising have a far greater impact on human senses and are more memorable than virtual elements. When a consumer gets a message, touches it, his or her brain receives strong emotional stimulus, which increases memorability of brand and product. Moreover, we can enrich the paper form with elements stimulating other senses, such as: aroma varnishes or small samples of products. It is important to remember, in order to succeed such shipment has to be appropriately designed and has to include clear message to the recipient – the shorter and more precise key message is, the higher the conversion from campaign.
National Library research in 2015 covering topic of reading in Poland, shows that 19 million Poles have not had one book in the last year, and over 6.2 million are completely outside of the literary culture. This means that during whole year they have not read any book or any longer text in paper or electronic form. How can you reach this group of people with your marketing message? Video form gives us a hand. According to research firm Forrester, 60 second video is worth 1.8 million words.
Video Marketing allows you to save a lot of time – why do we have to force our readers to read when we can deliver the same message in more attractive form and in shorter time? By enhancing communication with personalization, we intensify the power of our message to maximum and further engage the client. Personalized video may use all kinds of data, such as the recipient’s name, gender, interests, or other information available in your database. By using them, we can give you a new offer, encourage you to buy a product, invite you to a conference or test drive.
Today we present a case study of a B2B campaign implemented on the Polish market for Euler Hermes Collections LLC., for which we received a Golden Arrow nomination. Campaign have generated a great deal of interest among consumers of product brand. Moreover, this form of communication influenced the audience’s high engagement, interest in the product and directly translated into higher sales. The results of the campaign definitely outweighed the expectations of our client. We were responsible for launching a new product: Golden Payer Certificate of 2014 – which would distinct company with a high Paying Morality Indicator in 2014. The marketing campaign was directed to: CEOs, business owners, financial directors. In our sales strategy, we have defined three stages of communication:
- direct mail – a creative and elegant paper package that is intriguing and encouraging the recipient to go to the next stage of the campaign, including a unique web site address (eg www.goldenpayer.com/john.doe);
- pURL – personalized website featuring personalized video with individual message for each recipient;
- picking up leads – by filling in the short contact form on the website: first name, last name, phone number; data transfer in the form of a daily report.
To sum up – we have applied a deeply personalized direct mail delivery with individual website address and personalized video. People who logged into pURL watched personalized video footage of the product and could have ordered contact from their consultant. Server collected information on who and how long stayed on the personalized website, whether he or she has played and watched the video, etc. This data was later on passed to the client. Shipping was targeted to group of 3940 people.
The results of the campaign were as follows:
1. Percent of people who logged in to a personalized website: 49.45%;2. Percentage of people who watched their personalized video: 90% who came to the site;3. Percentage of people interested in the offer and ordered contact from individual consultant: 30.56% of people who logged in to the site.
Despite the extremely difficult target group, which brings together CEOs and business owners, we have managed to achieve a very high conversion rate and build a positive image of the new product.
Next Effective Advertising Campaign – Incidentially?
Dream of each one of the marketer? Or utopia? How to plan an ad campaign? How to fit in the budget? And most importantly: what to do, to make the campaign more effective? Well such possibility is provided by combination of transaction and marketing elements in one document – also called TransPromo. In such kind of correspondence with the customer, you use every opportunity to reach out with the offer. When receiving invoices, billing or other settlements – it is used to promote your product or service. Well planned campaign is a successful tool for sales, with dozen or so level of conversion.
The idea is simple: you just need to combine monthly correspondence to customers with perfectly build advertising message. It is much more effective communication of personalized services and products, and you are paying only a one-time fee. One of the most common way of reaching your customer is invoice. The likelihood of reading by the recipient this type of communication is very high. Numbers don’t lie – a key study also demonstrated that 95% of transactional documents are opened by the recipients as compared to just 10% for direct mail. Furthermore, the recipient will spend far longer reviewing a bill (60-180 seconds) or statement (42 seconds) than they will a piece of direct mail (15 seconds) or email (18 seconds).
Add to this colour print, which is also shown to improve sales by up to 80% and payment response by up to 30%, and you have a powerful marketing channel that cannot be ignored. This is why this solution is the perfect solution to reach out with your message, instead of inserting catalogues or brochures.
Transactional-promotional mail transforms traditional, generally uninteresting visually, black and white invoices, billings and account statements with colorful, visually appealing information. A well planned and carefully executed transactional and promotional campaign can be very effective tool for engaging dialogue with the client. This service requires not only a creative graphic design and high-quality printing that will attract the customer’s attention, but also deep personalization of the message. An effective transactional and promotional campaign should be based on well-thought-out forms, good graphics and intriguing slogans, as well as personalization of the message using as much customer data as possible. All those things combined will result in creating relationship with your client based on his individual needs and solutions.
Transactional and promotional mail solutions are already used by insurance companies, banks, cable TV and telecommunication companies. They implement solutions for their own active marketing campaigns or loyalty programs. We have been implementing this type of campaigns for many years now to clients from very diversified sectors with very good results. In case study, one of the financial sector company, has resulted in 17% of news recipients deciding to take advantage of the offer.
 InfoTrends, Trans Meets Promo: A European Perspective, 2009
 LMR Marketing UK
 Bureau of Advertising, Loyola University
The Key To Success in Marketing: Personalization
Marketers can be divided into two groups: first – ineffective, who distributes the same content to the whole range of customers and complains that it does not strike proper audience, and second – effective, who make the content personal and successfully sell the deal. Technologies which are available nowadays, make it possible to personalize message as far as possible and precisely match offers and messages accordingly to customer’ needs.
The essence of direct marketing is to reach through with communication to the most interested in the offer audience. Several years ago, marketers in their campaigns could have used only e-mail and telemarketing. Today, we have plenty of other form of communications which has to be used and updated on daily basis.
Basic personalization in the title of the letter such as “Dear Ann” means that you are not using full range of possibilities of that process – and not establishing closer relationship with the client who receives the package. The key to success is deep personalization which, when provided with full of information about client database and advanced printing technologies. The basics for personalization is to collect and update key customer information. The more information about the client and the company we have – the more precisely we can personalize the message. For example: We know that our customer within all the financial products offered by the bank, is interested only with one specific offer of mortgage. When preparing communication, we can focus only on dedicated to customer’s need credit offer. We avoid overwhelming client with solutions that he is not interested in. We save time and money by giving the customer a sense of uniqueness that is tailored to his exact needs.
Moving on: CRM systems enable segmentation of customers and personalization in marketing enables effective communication consistent with their needs. To be able to effectively personalize, you should collect data about your customers and appropriately tailor the offer: sending a person who has recently opted for a mortgage loan on better terms can frustrate the customer. Janrain & Harris Interactive research reaffirms: Nearly 3/4 of consumers on the Internet are unhappy with websites where offers, advertising, or promotions are not related to their interests*.
Of course, there are many more opportunities to tailor your offer and those should be used in each industry as well. If a customer visited a car showroom and has tried out the latest model of a car – this information should be recorded in the database and used in communication with the customer. Compare car currently owned by the customer (if you have this information) with the model he is interested in. Describe the details that will allow him to make purchase decision with proper language of benefits.
The combination of information and printing technology allows you to personalize both – text and image. In addition to direct courtesy to the addressee- by gender, we can also show variable graphics. Another picture for women, another for men, yet another for the baby. We customize the image according to the theme, for example, in a campaign promoting tours, we show pictures of: warm countries, European countries, sightseeing or leisure, depending on the preferences of the client. But this just the beginning of personalization possibilities!
On the car’s license plate you can put the name of the addressee of the shipment. Customers will be surprised to see the car they were interested in, with their name already on it. The personalized icing on the catalogs with offers for groceries, during Christmas time is another creative idea for personalization. Today’s printing technologies allow you to realize the most creative and out-of-the-box ideas.
You can also offer personalized website (PURL) and personalized video by integrating modern direct marketing tools. With more than 15 years of experience, we know that effective, integrated tools are a great way to get customers interested. Campaigns reach the target audience directly and engage the customer’s emotions. They affect the sense of touch, sight, hearing and smell, using all the organs of the customer’s sense.
Why personalization works? Let’s look at the psychology side. Each of us wants to feel unique, stand out and enter into a relationship with a person or company that will give us something special. Personalization is used by brands which are referred to as mass and – seemingly – as they do not need personalization. Great example here is Coca-Cola, which for several decades has sold beverages in identical bottles or cans. And now for couple of years is available with printed names, locations or if you catch their advertising car – you can put on it whatever you want.
Customer in the world of experience. 8 Ways to Effective Direct Mail Campaigns
With progressive digitization, we more and more often see increase in number of consumers ignoring electronic communication channels. They are filled with information, very often mismatched to their preferences or suspiciously following our moves on the websites. It’s no wonder that you want to protect yourself against unprofitable promotions and stop responding to the same things you’ve been already told few times. Then how to get to the customer nowadays? A good old form of paper delivered by traditional mail – Direct Mail – stands out from other channels and provides direct and responsive access to the consumer.
To conduct good direct mail campaign, keep in mind tools that will give great results and they stand behind the success of the campaign. Our experts agree that the most important principles are:
1. Intrigue the recipient – a custom form of mailing stimulates the imagination and customer appreciation, for example three-dimensional mailing, shutter type of mail or pop-up box (self-settling cube). Client, receiving such type of mailing, feels more appreciated than in the case of receiving regular three times folded A4 paper. It results in customer being attached to the brand and in the end – the success of the campaign.
2. Engage and interact! – direct shipment with additional items such as a loyalty card, a promotional coupon, boosts your message and maximize your response rate. You can add extra inserts, such as leaflets, brochures, scratch cards, etc. to your envelopes. A marketing scratch card is an extremely effective way to push a recipient into having fun and get him or her into interaction.
3. Make it personal – thanks to personalization you can reach your clients with respect, individually and uniquely. It allows you to directly communicate with customer and emphasize his value to the brand, show of appreciation.
4. Surprise with a gift! – we all like to receive gifts, this can be a small thing, such as bookmark, personalized magnet or 3D glasses. Properly selected and integrated in the package builds a positive brand image and loyalty of customers – what is the most important long-lasting relationship.
5. Engage senses – direct mail as one of very few marketing tools can influence all five human senses. By attaching samples of food products to the mailing we engage the sense of taste (eg. instant coffee sachet). To stimulate the sense of smell, we can use a special fragrance, such as gingerbread aromas – Christmas time!. Eyesight and touch are stimulated when the customer receives the package itself. Using a wide range of papers and other enhancements, we can influence the aesthetic qualities which later on will make it easy to remember for receiver.
6. Be specific – content is the king, we all already know that. But it is also one of the most important elements of mailing. Text sent should provide a clear and readable message to the recipients and include a clear call to action to encourage them to take a specific action, such as entering the website, using a discount coupon or going to closest shop.
7. Collect your data with a great care – high quality of the database is one of the key success factors of direct mail campaign. Collecting and updating valuable data has never been so important (is your marketing ready for GDPR?). Your offer should be tailored to the needs of recipients, eg. mailing with a training offer addressed to the HR department.
8. Integrate communication channels – Integrate your online campaigns with direct mail campaigns, promote social media in your mailings, including web page and profile addresses, QR codes, and augmented reality elements.
Direct mail with lenticular printing
This way you will build a strong and consistent brand image and stand out from the competition. Direct mail is a perfect solution to fill up your online marketing – many customers, despite making purchases online, prefer to receive product information in paper form. Google often uses direct mail in its communications – doesn’t it mean something?
Direct mail is an ideal tool for use in consumer promotions. Even if you do not have your own customer base, you can buy it from a company that specializes in their collection, which is a great way to attract new customers.
In the age of digitization, there is a kind of renaissance of direct mail. Customers build a brand image in their minds and hearts, based mainly on product-related emotions. Therefore customer must be able to experience your product, brand – and as an outcome he might become a loyal ambassador in return.
Direct mail pop-up box
EDC has assumed patronage over 2017 Golden Clip Awards 2017
Golden Clip Awards 2017 – is the 15th edition of the competition, which effectively elevates the standards in the Public Relations industry by promoting the best, earnestly made advertising projects in 34 categories: 18 major, 3 special and 13 sectoral. The jury is composed of Public Relations experts, representatives of business, media and non-governmental organizations, which significantly raises the rank of the competition.
As an affiliate of the event, we are binded with the competition, what can be seen in the ad materials accompanying the competition: elegant posters and creative invitations are the result of our work.
We believe that the materials will attract your attention, which will result in the higher number of nominees in the competition.
EDC is media patronage of SuperBrands 2017
On May 17, 2017, during the 11th edition of the SuperBrands Gala, leaders among business and consumer brands were appointed. This year, the award was picked up by 32 brands whose stories have been described in the annual SuperBrands album. EDC Expert Direct Communication has been actively involved in the design and printing of invitations for this ceremony. The idea and project of the packaging for Superbrands Album as well as its implementation – has been also due to service of our company.
Thank you Superbrands for your trust!
We invite you to take a look at the photos from the SuperBrands Gala.
RemaDays 2017 is behind us
A few memories from Poland’s largest marketing fair.
Thank you for inspiring conversations and experience exchange with our guests and useful talks about direct marketing knowledge with co-participators.
Gold Medal for EDC Expert
We are proud to have received a gold medal in the Catalogue of the Year category. We are glad that our creative approach to client communication was received with such enthusiasm and the number of cast votes let us win this most valuable trophy.