Direct mail is far from dead. Even Google sends marketing to the mailbox. However, "spray-and-pray" direct mail efforts are being kicked to the curb. In an era when ROI is demanded from marketing departments and agencies, there is a need for increased results. Couple this with technological advances in database management and digital printing, and you'll find variable printing and variable data are not only competitive with traditional direct mail campaigns, but they are more profitable.It works like this. Your company has a database full of prospective or historical customer data. This is a gold mine of information (for your benefit) that can help you reduce print and postage costs and better target your message. So, your restaurant has a wine enthusiasts and beer connoisseur. Send a $10 off a bottle of wine with dinner purchase coupon to the wine enthusiast and inform the beer connoisseur about the tasting next week. This is not a breach of privacy. You aren't selling your customer information. You are simply sending them the promotions they want instead of inundating them with every promotion you have.
You pay attention when your mechanic sends you an update specific to the make, model and upkeep of your car, yes? Talk to your customers in the same way. The right message in the right hands can yield double digit response rates as compared to the measly two percent return on traditional non-targeted, direct-mail campaigns.
It's time to demand greater return and profitability from your marketing efforts. Call Marketicity if you want to learn about tailored strategies for your business.
