If you’re a direct mail expert, you’ll know its personalisation capabilities and how to manipulate them. Direct mail has come far since “Dear FNAME” and the traditional mail merge; now it’s a marketing powerhouse with scope to do some really cool things. The key to personalisation is making your recipient feel included and that you’re speaking directly to them. No matter the size of your database each of them should feel like they’re the only one in the room. Here’s a few ways to get through to them.
The personalised URL (pURL) is incredibly under-utilised, but one of the easiest ways to get through to your customer base. Integrating the physical with the digital, your mailer should included a shortened URL, QR or redemption code to direct your target to your online presence. Here you can greet them with a fully customised experience—the level of detail’s entirely up to you. Use their first name, skin the page with their football team’s colours, remind them what their latest purchase was, or suggest their next product acquisition. It’s your portal to engagement and a direct link to sales conversion.
- Data sets
Know a little or a lot about your customer? Use data sets to inform your proposition. This information can come from your sales data or from other sources, such as social media or website interaction. Take this information, shape the way you speak to them and give them something targeted and relevant. The more your campaign appeals to their specific interests, the more likely they’ll respond.
- Discrete offers
One client might like cola, the other lemonade, but what about the ginger-beer drinker? While they might be fans of your brand, they might prefer certain products over others. Anticipate taste differences and give them what they want. By catering to your targets’ preferences and using the data you have available you can make assumptions about their purchase behaviour and offer them relevant sales opportunities.
- AR experiences
Want to show your product in a completely new light? Embrace augmented reality (AR) and watch your print mailer come to life. By using their mobile device in conjunction with a dedicated app and your mailer, you can show them a side to print they’ve never seen. Animations, 360º walk-arounds, video demonstrations or selfie filters; engage your target audience with the latest technology.
- Social sharing
Keen on additional ROI and increased exposure for your campaign? Get your consumer to personalise your campaign for you. Give your audience something physical that they can use in the real-world. A cardboard cutout of your product, a sign with the social hashtag, or anything else that can be photographed and shared with social media. Make it easy and fun for them to interact with your brand and watch those shares and sales explode.
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