Savvy direct marketers are using data and digital printing technology to develop engaging creative approaches and compelling direct mail campaigns that are almost fully customized to the individual recipient. The result is more relevant direct mail and stronger customer relationships.
Chances are, you’re already capturing transaction data and contact information every time your customer makes a purchase. You may even have demographic and lifestyle data on your files.
Using that customer data can help you create high-impact mailings that generate better results.
When it’s time to produce your next direct mail campaign, ask yourself this key question: “What do I know about the people I’m mailing to and how can I use that knowledge to develop a more effective creative approach?”
Here are five ways to use data to develop great direct mail creative:
Idea #1: Use Data to Allocate Creative Resources
Conduct pre-campaign data analysis to determine each customer’s value or potential. This measurement should drive format selection for your direct mail pieces and the allocation of creative resources. Higher value customers — and high-potential prospects — should get a more elaborate and personalized mailing; less valuable customers and prospects should get a simpler, less expensive piece.
Idea #2: Use Data for Better Targeting & Personalization
Append demographic or lifestyle data to your customer files, then use this data to segment customers into smaller, more targeted groups of individuals with similar characteristics. Develop creative approaches and marketing messages that more accurately target the specific interests of these smaller groups.
Idea #3: Use Data to Get Attention and Engage
Grab attention on the direct mail carrier envelope and engage readers throughout the mailing with data-driven messages. Even simple geographic and demographic references in copy can have a big impact. Printing technology now enables you to customize almost every element of your mailing.
Idea #4: Use Data to Strengthen Relationships
Customers know their value to your organization and they expect YOU to know it. Use data from your customer database or CRM system (such as the length of time they’ve done business with you, the types of products they purchase, or information on their last transaction) to speak to customers more personally in your mailing about their relationship with you and its value.
Idea #5: Use Data to Facilitate a Response
To make it easier for prospects to say yes, pre-populate customer data on response forms and create personalized URLs (PURLS) with the customer’s name that link to pre-populated forms on your website.