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One-to-one marketing, CRM, and personalized direct mail campaigns
sound like a good idea, but where do you begin to plan and implement
such a project? The following approach to personalized and variable
printing will help you develop an effective one-to-one direct mail
campaign designed to achieve your business goals.
Determine relevant Business Objectives and Metrics
What are the desired business outcomes of
your personalized/variable campaign?
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Generate leads
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Generate immediate sales
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Reduce production costs
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Reduce turnaround time
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Improve response time
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Improve customer retention
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Select an Audience and Offering that are
well-matched.
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Who is your target audience?
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Does the target audience data exist?
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Use effective Layout and Design Techniques
How can the marketing piece be designed to grab
a recipient's attention?
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Put attention-getting material where it will be seen immediately
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Typically, images and color are more effective at getting
a reader's attention as compared to text and monochrome.
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Is the key content of the marketing piece easily
noticeable?
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The outside of a direct mail piece will always be seen first,
therefore the exterior design should encourage the recipient
to OPEN the piece.
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Build Tracking and Results Measurement into the Plan
How can you identify if your campaign met
your goals, and who responded favorably?
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Determine how you will know if your campaign met it's objectives
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Determine WHAT you will measure
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Determine HOW you will measure it
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Which tracking technique will you implement?
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Imprint recipient information on each mail piece; customer
communicates tracking information upon responding to the offer.
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Mix different discount levels into the same print run, thus
testing different price points in a single mailing.
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Imprint demographic information on the marketing piece; responses
to the offer can be correlated with demographic information.
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What will you measure? How will it be measured?
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Metrics must be measurable and the project plan should include
automated or manual mechanisms for collecting the information.
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Use effective Personalization Methods
What can you do with the customer data to
vary page content to support your objective?
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Ensure you have the customer data you need
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Vary page content to make the page more interesting
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Ensure variable data supports campaign goals
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After you determine the data that will be varied, review
each variable data piece and ask yourself, how will this help
to achieve campaign goals?
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