How personalisation can improve your ROI

We are all too familiar with unsolicited mail landing on our doorstep, and if we are honest with ourselves, the majority of it ends up in the bin.

Because of this, direct mail is now often referred to as ‘junk mail’ and many of us are quite happy to dispose of the mail before giving it a thorough read.  Whether it’s a leaflet from a local business, or an insert in our monthly magazine subscription, we are often underwhelmed by the content that makes its way through our letterbox.

With a large amount of money spent on this type of marketing activity, it is important to get a good ROI, and recent studies show that using personalisation can significantly help with this goal.

Personalisation however, is much more than just putting a name and address on a flyer and sending it out to a mass database you have purchased.  To make sure that you get maximum ROI, you need to consider a few things first:

 

  • Research your target audience. Before you even start the design process, consider who your target market is.  This enables you to really focus your message, which means that you are more likely to engage your audience.
  • Personalise your offers. Spend some time researching the type of things that your target audience like – what do they read?  What online pages do they like?  What events do they attend?  Offer them something beneficial.  You can even consider offers based on purchase history and shopping habits.  If that’s going to be too tricky, introduce a money off offer in the run up to their birthday or another important occasion.
  • Keep it simple! Images often speak louder than words, so make sure you use images that are relevant and make an immediate impact, so that readers are compelled to keep looking and read the content.
  • Make your message crystal clear. In an ideal world, what would you like the recipients of your direct mail to do? Don’t let the message get lost in a large chunk of text.  The design and quality of your printed material can grab the recipient’s attention, but consider what you’d like them to do next.
  • Don’t skimp on the quality. Direct mail can often be printed on a very low stock and send out to hundreds of thousands of people.  Whilst there is some merit to this method, if your product or service can be advertised to a smaller audience, invest in some quality paper stock and a coating, if your budget permits.

In recent years there has been a resurgence in direct mail, mainly due to the plethora of emails and pay per click advertising we see online – our inbox is full, but our in-tray is often empty.  This is why so many marketing companies are taking the plunge and investing in large mailing campaigns.

Streamline Press offer a complete print, mail and fulfilment service for all of your personalised direct marketing requirements to help you maximise your ROI.  Whether you’d like to send your product brochure to 1000,000 businesses, or a new catalogue to a select database, we have the expertise and skills to help.

Contact us today to find out more.