1. Baby-steps into high value targeted direct mail: - A simple methodology - Practical ideas for campaigns

2. Methodology

3. The Methodology
Choose the right customer
Do your research On the customer, market trends, case studies…
Prepare in advance for your meeting Develop an agenda, discussion questions, materials you can use (samples, case studies, etc.)
Define the talk track Make sure it’s crisp and clear
Handle potential roadblocks

4. Practical idea for campaigns

5. The basics: Personalization 101
Basic Personalization
Can be applied to any type of list, even in lead generation campaigns.
Use unique fonts to capture attention by spelling out a person’s name in birthday cake icing or in clouds in the sky. This doesn’t create relevance but it captures attention, which is also important.
Use a genderizing program to separate out male and female recipients, and segment the program by gender (creating separate appeals for male and female recipients). Personalize them for further effect. The same technique can be applied for geographic or socio-economic segmentation.

6. The basics: Personalized URLs
Use pURLs as a lead generation tool and for database development.
Encourage people to take a survey or view information, often in exchange for some kind of incentive, such as a chance to win a prize.
The key to these applications is smart use of the survey page, which can be use to build databases, pre-qualify prospects, and gather market intelligence that can be use strategically later.
Alternatively, use QR codes, for this purpose (see details to follow on QR codes).

7. QR barcodes – quick response barcodes
What are they? How do they work?
Scan the QR code with your smartphone or computer camera.
The image automatically directs you to a URL (generic or personalized).
Eliminates the need to manually type a URL.
Examples and ideas for the use of QR codes:
Use instead of, or in addition to, a personalized URL – for easier access, and to generate curiosity - “Scan this barcode to reveal a personalized offer – just for you.”
Use QR codes to drive traffic to a mobile commerce site - much like Ralph Lauren and others have done.
Colombia records used QR codes to support sales of Manners, the debut album by Passion Pit. New codes were periodically posted throughout the campaign, each revealing a new free track or video.
Incorporate this type of concept of additional content or offers to be revealed on the web – for any type of campaign.
Use in a direct mail campaign as part of a quiz or treasure hunt – link between actual locations, events, mail pieces, and the web, as part of an ongoing conversation with the customer.
Use at point of sale, to collect customer data by offering immediate on-the-spot discounts if the customer opts-in on the web.
And much more… the sky is the limit!

8. Pre-populated response cards
Any kind of response card, should be pre- populated with the recipient’s name, address, company, and other information. Having these fields automatically filled removes one of the barriers to response. You can also tailor the response card to different recipient types. e.g., personalize the card by industry vertical and include relevant content for this industry only. Surveys that customers reach via a personalized URL should also be pre-populated with their information.

9. Birthday campaigns
Send fully personalized mailing and offers, on the customer’s birthday. Incorporate content and images that speak to the customer specifically, beyond their name and birthday.
For example, incorporate the customer’s personal horoscope, and a special offer that is relevant based on past purchase habits, if possible. These campaigns leave the customer feeling particularly appreciated, especially if the piece feels like a one-of-a-kind piece.

10. Event-driven marketing
Target important life events that could affect buying behaviors - stay in tune with customers. For example: new mover, new homeowner, new mortgage, new baby, retirement… could all be very personalized with geographic location, demographic-based images and offers

11. Loyalty programs Great database Higher likelihood of response.
Customers sign up , provide their personal information, and allow marketers to track purchasing behavior in exchange for rewards - The data can be used for very powerful, relevant marketing.
Higher likelihood of response.
The opt-in nature, and ongoing relationship with the marketer translates into higher response rates and ROI for these 1:1 campaigns.
Build a loyalty program that matches the company’s objectives.
Start with simple pieces - incorporate the customer’s name as an integral part of the piece’s design, create different images based on age and gender.
More complex ideas involve creating partially or fully personalized catalogs, taking into consideration products that the customer expresses interest in, or with special offers based on items the customer has bought in the past.

12. Fundraising programs
Fundraising - build on the existing relationship to develop personalized appeals
Use data gathered throughout the relationship. For example, an educational institution can ask for a donation for the specific department or professors with which the recipient was associated, rather than asking for a generic donation.
Reference past donations, use the historical data on donations to ask for the same, or higher donation, than last year’s.

13. Mapping and geographical personalization
Use a map to pinpoint the nearest retail location to the recipient’s home. Display this map and mention the short distance from their home, or the driving time. Provide easy driving directions to a store or event, personally tailored to each customer’s home address.
Case study: Panchero's
Panchero's is a chain of Mexican restaurants in the U.S.
Panchero’s promoted the opening of its new stores – with nothing more than a rented list.
It identified a target median income and geographic region (a certain radius around each new store) and qualified its list by these variables.
Recipients were invited to bring in a coupon and travel the 1.8 miles (exact number of miles away they lived – defined by a mapping program) – for a free sample.
Over the years, the nationwide response rates to the campaign have ranged from 6% to 12%, with larger cities having slightly lower redemption rates than smaller ones. On average, redemption rates hover close to 10%.

14. Additional personalization ideas
Personalized non-sales communications
These communications engender loyalty by creating a sense that the company is relevant to the recipient.
E.g., personalized newsletters from financial advisors, or personalized information packets from insurance companies, welcome packs for new products.
Incorporate personalized keepsakes in the mail piece
Incorporate personalized items that the customer will cherish – (e.g., personalized stickers or magnets) or higher end pieces for a select group of VIP customers (e.g., diaries, calendars – all fully personalized).
TransPromo - Leverage transactional documents such as invoices
Add promotional messages to the transactional document. This doesn’t have to be too complex – any bill or invoice, even from a small business, can include a personalized offer or coupon for the next purchase.
At a more complex level, these coupons should be tied to the transactional data and purchase history.

15. Thank you