Variable data printing (VDP) and digital printing technology allows business owners to target customers more specifically with the aid of specialty data and mailing lists. With VDP, business owners can define a target market based on income, lifestyle choices, interests, marital status, gender, and an almost infinite number of categories. Business owners are able to actually imagine the “perfect client,” the customer most likely in need of their goods and services, and then systematically and specifically target individuals who fit that description in their direct mail marketing campaigns.
These highly targeted direct mail marketing campaigns are even more effective when they are personalized. Imagine a direct mail marketing campaign for a new neighborhood restaurant. Instead of a generic greeting, each postcard has a personalized message with the name of the recipient. The images on the postcard are designed to connect with the customer. An unmarried twenty-something may see the image of a group of young people enjoying a meal together. A family with children may receive a postcard with the image of a happy family eating and laughing. Each postcard contains a personalized web address where the customer can access promotional information. (i.e. www.JoeSmith.PennysPizza.com) Customers who access the personalized web address will be asked to give some information, for example, an email address, to receive a discount coupon for the grand opening.
Over time, the use of Personalized URLs (PURLs) allows business owners to continually refine and enhance the quality of their customer data. A first-time visitor to the restaurant can receive an invitation to take an online survey critiquing the meal, the customer service, and the atmosphere. Survey questions could also include information about the customer’s preferences, dining habits, and interests. Future direct mail marketing campaigns could be even more targeted based on the information gleaned from the survey questions. For example, if the customer answered that he enjoys a good steak now and then, he may receive a follow-up postcard with the image of a juicy steak, offering him 10% off his next steak dinner.
OneIMS Data Group, a division of OneIMS: Integrated Marketing Solutions, assists clients in the acquisition of specialty mailing lists for direct mail marketing campaigns. The professional data consultants of OneIMS Data Group excel in designing highly targeted, personalized marketing campaigns that yield superior results. For more information about OneIMS Data Group, visit the website at http://www.oneimsdatagroup.com/. For more information about Direct Mail Marketing or personalized URLs, please contact OneIMS.com or www.4PURL.com.
by Rod DeVar
On April 22, 2009 at 9:20 am
Thanks for the great tips! I couldn’t agree more that Variable Data Printing is a fantastic technique with the ability to produce mail pieces that are personalized to a customer’s individual needs and interests. Relevancy of a mail piece improves not only improves a consumers perception of your company, but can help improve the ROI of your marketing efforts.
PURLs are also a great tool for your integrated marketing campaigns, as they combine Direct Mail with Web marketing. Research shows that PURLs can massively increase the response rate to your campaign – even up to 20 percent!
Marketing channels will continue to grow and multiply; customer attention span will grow smaller and future marketing campaigns will have to work harder. Personalized marketing campaigns are key to providing a high level of engagement with customers, creating a one-to-one moment that will yield superior results.
Rod DeVar
Manager, Direct Mail
United States Postal Service