August 23, 2011
Four Classic Direct Marketing Practices Get An Update
Rule 1. Talk to your reader as if he or she is an individual. Variable data printing (VDP) is today’s star in the old universe of keeping it “between you and me.
Rule 2. Be real. In the new content curation/marketing parlance, we tagged this genuine direct mail winner to “storify,” which simply means telling stories to engage an audience. Who knew software could help with that?
Rule 3. It’s all about the offer. New sophisticated database marketing strategies, coupled with amazing variable printing capabilities enable marketers to create exactly the right offer for exactly the right customer – as many times as that takes.
Rule 4. It’s all about the list. Today, list selection is far more creative than it’s ever been. Just ask the credit card companies that are reaching out to retail partners that have databases to die for. By appending research (shopping behavior, media coverage in given areas, spending by household, etc.) available from good list brokers and other reliable sources, marketers can drill down deeply within consumer segments.
For more information on how to put together a successful one-to-one direct mail campaign, contact Crystal Uppercue at cuppercue@euservices.com.and download our free resource below, Tailoring Your Messages: A Guide to One-to-One Direct Mail Marketing.
