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Personalize Your Direct Mail
- 3. The Battle for Mind Share
- 4. Black & White - Color
- 6. Types of Mailings Source: Romano & Broudy 0.46% 1 Plus 44% 2 3 Plus 45%
- 7. Types of Mailings Source: Romano & Broudy Plus 135% 4 Plus 500% 5
- 9. Cost comparison: Source: Total Repro VDP Before VDP $6.06 $15.15 Cost per Response 1,650 660 # of Responses 10% 2% Response Rate $0.61 $0.30 Cost per Piece 16,500 33,000 Pieces mailed $10,000 $10,000 Budget
- 12. 1 to 1 Marketing Communications Documents
- 15. Financial Application Web Visual
- 17. Please contact me to see how we can help you with your next marketing campaign. Mike Oslund 763-449-6369 [email_address]
Notes de l'éditeur
- Thank you for your time. Today I’d like to spend a few moments of your time talking about what my business can do for your business. Specifically… I want to talk with you about how the very latest digital color printing technology has significantly elevated the power – and value – of the 1 to 1 marketing documents you can produce to boost sales and revenue.
- The shotgun approach to marketing is a thing of the past. Companies must speak with their customers… not at them. How much direct mail you send out… or how good it looks… just isn’t as important as it used to be… not with the rapid advancement of digital COLOR printing technology. Yes… companies have been producing black and white documents with various levels of personalized information for the past several years with a fair amount of success. (IF FAMILIAR WITH CUSTOMER’S PAST HISTORY WITH BLACK AND WHITE VI ADD COMMENTS SPECIFIC TO CUSTOMER HERE) The ability to add full color images, graphics and text using sophisticated customer data has changed the equation entirely… sending the value of all types of 1 to 1 marketing documents soaring.
- I think we can all agree that today’s marketplace is a tough place to operate. Customers are under siege, bombarded by marketing messages at every turn. The problem for most companies? There’s only so much attention to go around. You need to grab what you can… when you can. And once you get it, you need to hang on to it as long as you can. Easier said than done, right? Not exactly.
- The shotgun approach to marketing is a thing of the past. Companies must speak with their customers… not at them. How much direct mail you send out… or how good it looks… just isn’t as important as it used to be… not with the rapid advancement of digital COLOR printing technology. Yes… companies have been producing black and white documents with various levels of personalized information for the past several years with a fair amount of success. (IF FAMILIAR WITH CUSTOMER’S PAST HISTORY WITH BLACK AND WHITE VI ADD COMMENTS SPECIFIC TO CUSTOMER HERE) The ability to add full color images, graphics and text using sophisticated customer data has changed the equation entirely… sending the value of all types of 1 to 1 marketing documents soaring.
- The power of color is enormous. It grabs – and holds – attention. It stirs emotions, and captures imaginations. Color expresses attitude, punctuates key messages, and inspires action. Color leverages the power of the first impression. You only get about 2.5 seconds of someone’s attention to make a strong first impression and strategically-placed color can go along way in making the most of that time. Color can also lengthen a customer’s attention span. Studies show that color documents can hold the interest of a reader up to 82 percent longer than documents in black & white. Studies also show that the use of color in documents improves awareness and comprehension by up to 80%. Color can sell ideas up to 88% better… it can get invoices paid up to 30% faster, speed learning and recall from 55% to 78%. The impact of color is very real… and very exciting from a business perspective. That used to be the end of the story when talking about color and documents. That’s not the case any more. Now that print providers like myself can talk about Variable Information and digital color printing in the same sentence… the story becomes a lot more interesting, and profitable.
- Let’s look at recent study – performed by Frank Romano… one of the foremost digital printing experts in the world – to see what kind of impact I’m talking about. In conjunction with a major direct-mail marketing organization, several Variable Information programs were developed to test various approaches to personalized and database printing. Program One The most basic mailings (static, black and white) had a response rate that averaged 0.46% - which was under the so-called industry standard of 1%, but may be closer to an industry average. Program Two Adding a NAME ONLY to the piece – a basic level of personalization – increased response rates by 44% over Program One’s static, black and white mailing. There is anecdotal information that adding a name to a mailing no longer has the power it once had. In this test, it did have some effect. Program Three Adding FULL COLOR increases response rates by 45% over Program One’s static, black and white mailing. It was surprising that this level of response was so close to the personalization level of response, but even more surprising that color alone could have such a positive effect.
- Mailing Four Adding NAME ONLY and FULL COLOR increased response rates by 135% over Mailing One’s static, black and white mailing. Mailing Five Applying DATABASE information in constructing the offer increases response rates by over 500% over Program One’s mailing. Tying the mailing into something you know about the recipient – past buying habits being the most common – appears to provide a significant benefit. The database information should be used in such a way as to not threaten the recipient’s privacy. As you can see by mailing number five… good customer intelligence – in the form of Variable Information – and full color graphics make for a very formidable team.
- Making it Personal and Making it Count is all about: Starting and maintaining long-term customer relationships that inspire brand loyalty. Squeezing every ounce of value out of your customer database by using very latest full-color digital printing technology. Turning simple, black and white transactional documents into hard-working, full-color, data-driven dynamos. Using 1 to 1 documents to fulfill customer requests for product information via the web. Driving new revenue streams and boosting your bottom lines.
- The power of color is enormous. It grabs – and holds – attention. It stirs emotions, and captures imaginations. Color expresses attitude, punctuates key messages, and inspires action. Color leverages the power of the first impression. You only get about 2.5 seconds of someone’s attention to make a strong first impression and strategically-placed color can go along way in making the most of that time. Color can also lengthen a customer’s attention span. Studies show that color documents can hold the interest of a reader up to 82 percent longer than documents in black & white. Studies also show that the use of color in documents improves awareness and comprehension by up to 80%. Color can sell ideas up to 88% better… it can get invoices paid up to 30% faster, speed learning and recall from 55% to 78%. The impact of color is very real… and very exciting from a business perspective. That used to be the end of the story when talking about color and documents. That’s not the case any more. Now that print providers like myself can talk about Variable Information and digital color printing in the same sentence… the story becomes a lot more interesting, and profitable.
- I have invited you here today so you can experience firsthand the power of color digital printing and personalization. Let's take a look at some examples.
- Whether it’s… Versioned newsletters. Credit card acquisition mailings. Personalized investment confirmation documents. Year-end portfolio reports. Segmented brochures promoting new financial products, services, and rates. Or data driven financial statements. … we can help you maximize their impact. How? By combining the very latest digital color printing technology with the very latest Variable Information publishing software to produce the kinds of 1 to 1 marketing documents I’m about to show you in the next few slides.
- These documents are a great example of 1 to 1 Marketing Communications Opportunities ... WALK CUSTOMERS THROUGH DOCUMENTS. Variable headlines that include customer names. Full color photos relevant to subject matter. Text featuring messages specific to individual customers. Salespersons pictured with appropriate contact information. As previously mentioned, variable information printing shows that full color VI documents like these take full advantage of customer information contained in marketing databases. Remember the response rate can jump by as much as 500%.
- Here are two good examples of promotional/transactional documents taking advantage of the latest technology. WALK CUSTOMERS THROUGH DOCUMENTS. Statement includes data-driven color bar chart with customer-specific data. Full color photos relevant to cross-promotional sales copy. Text featuring messages specific to individual customers. Salespersons pictured with appropriate contact information. Again, as mentioned previously, simply adding full color graphics to a mailing, response rates can jump as high as 135%.
- Personalizing a direct mail piece by adding a name and a limited amount of Variable Data text relevant to a customer is also a quick and easy way to boost its impact. While the most basic mailings – static, black and white – average around the 1% range, adding a NAME ONLY to the piece – a basic level of personalization – increased response rates by 44% in the Frank Romano study.
- Soliciting and capturing valuable customer intelligence via the Web and using that information to create 1 to 1 marketing documents is becoming a key element in building high-impact 1 to 1 Marketing Communications Documents programs. Using the Web to capture customer preferences, or fulfill customer requests for product information is not only an effective way of building and maintaining a sophisticated customer database, it’s also very cost-efficient.
- With the advancement of reliable, high-speed, high-quality digital color printing and publishing technology, new marketing opportunities continue to grow exponentially. (name of your printer) is fully prepared to help you plan and execute a 1 to 1 marketing program that makes sense for you and your company. If you come away from this presentation with just one idea... we'd like it to be that our entire focus is on providing you with 1 to 1 printing solutions that address your unique business requirements... solutions that take advantage of our printing expertise... Solutions that will give you a competitive advantage now, and well into the future. We believe that color and variable information printing solutions can increase the effectiveness of marketing communications and in turn improve your business results - it's time to take the next step. I'd like you to give me the opportunity to take a closer look at your critical documents and applications. We will work with your organization to better understand your critical documents, work processes and the cost to produce them. Then I can make specific recommendations for improvements to meet your business objectives through the power of color and variable information printing. I’d be happy to answer any questions you may have.