bakergoodchild.co.uk

Sources:

http://postalnews.com/postalnewsblog/2012/09/18/the-effectiveness-of-highly-Personalised-direct-mail/http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyondhttp://www.dma.org.uk/ http://www.marketingweek.com/2013/12/17/the-marketing-trends-for-2014-part-one/ http://www.ricoh.co.uk/about-ricoh/news/2015/mail-matters.aspx

Colour The sensitive use of colours will

increase response rates, this varies by genre and

genders/ages will respond di�erently to colours used

Multi-dimensionsDi�erent sizes of enclosures will pique the interest of recipients

and are likely to increase conversions

3D Printing Use of 3D printing to provide

various enclosures (e.g. miniature version of a sofa)

bakergoodchild.co.uk

STATS ABOUT PERSONALISATION

HOW PERSONALISATION INCREASES ROI

PERSONALISATION PROCESS

OTHER WAYS TO INCREASE RESPONSE RATES

In this infographic we discuss how ROI can be increased in direct mail projects through the

use of personalisation techniques.

Here are some statistics to support that personalisation is important in Direct Mail.

Although not strictly personalisation, the following are other techniques to increase response rates:

68%revealed image

personalisation would enhance direct mail

campaigns

Increased sales Using knowledge of

past purchases

Use of PURLs Reduced costs& less wastage

ProfitUndoubtedly increasing profit is a major reason for personalisation within direct mail projects:

FELT PERSONALISATION

IS VERY IMPORTANT

Reduced waste

Through customers responding more due to the personalisation

of the mailshot to their preferences

Vegetable ink

Companies can use vegetable based inks

for a lower carbon footprint

Recycled stock

Recycling can be stated on the direct

mail and could increase response

rates

Tree planting

Materials can be bought from sources which automatically

plant new trees

GreenThere is a definite green / environmental benefit from personalisation of direct mail:

Data accuracy

Customers will appreciate correctly

addressed information

Thanks

Customers will appreciate

acknowledgement and thanks for past

purchases

Promotions

Being mailed with the latest o�ers is

likely to be appreciated

Tailored content

Personalised content will increase the

customer’s view ofthe company

Customer SatisfactionThere is an intangible ROI of increased customer satisfaction in areassuch as:

Personalised print media has a more powerful presence than a Personalised email, because the

audience can recognise that it takes

more e�ort to customise print media

than digital

56%of consumers say they would

be more inclined to use a retailer if it o�ered a good personalised experience

Direct Mail campaigns with a highly personalised element can expect an ROI increase of between 300% - 1000% i.e. 3x to 10x more)

Personalised

Personalised=6.5% response rate

Not personalised=2% response rate

Nonpersonalised

Make sure the data is correct, e.g. address, title, customers name,

purchase history, etc

Treat B2B di�erent to B2C customers

Behavioural personalisation targeting - Use loyalty card scheme info if available and

Abandonment of shopping cart information.

Demographic personalisation targeting - use di�erent language in di�erent parts of country

(e.g. cob, bap or roll). Use di�erent mailshot based on demographics of postcode and/or recipient

income info (if available).

Target based on recency of last purchase - Example a customer who has bought in past 3

months may be segmented di�erently to customer buying in last 12 months or one buying

12 months+.

Clean Data

Segmentcustomers

Use technologies such as:

Personalised URL (PURL) – a personalised URL relating to the campaign, e.g.

www.personalisedurl.com/sharonstevens

Augmented Reality – inclusion of images which when clicked on by a mobile device / tablet etc. extra web based information can be provided,

this is a true integration of digital and print technologies

Clickable paper – is a Ricoh developed technology, which works in the same way as

augmented reality and allows users extra information when they click on the areas of the

paper with clickable content

Google Analytics (or other tracking software) – To monitor the success of a campaign where

customers are steered to web URLs e.g. PURLs

Test and Tweak:

Personalisation can be tested in small batches until the optimal degree of personalisation is perfected. The idea being to mail to a small

sample, monitor results through tracking and then repeat to most e�ective personalisation

sub-groups mailed to

Give Customers a Preferred Communication Method:

Give customer choice of print, landing page, telephone number, e-mail address, social media

channels

Include call to action:

For example coupon/voucher, opportunityto donate (non-profit), limited time o�er

to buy/renew, clearly state any expiry dates (subscriptions, membership, insurance

premium) etc.

EmbraceTechnology

Overall give consumers the impression you are communicating directly with them and

nobody else -

Include customer name in letter - Mr/Mrs Jones - rather than Dear Sir/Madam

Include customer name on outer envelope

Purchase/donation history information - Include info about past purchases or donations

for a charity

Tailor by gender - Personalise the o�er to the right sex, e.g. men’s shirt to men, ladies bra to

women, etc.

Cater to any previously stated preferences / interests, e.g. a Travel company might segment by cruises, beach holidays, all inclusive or safari

holidays, etc.

Handwritten signature - Although a luxury, customers love to see e�ort. A handwritten

signature for each mailshot is an option. Even for 10,000+ sized mailshots people could be

hired to do this

Include PURL - a personalised URL which when clicked will personalise the view to

customers preferences and also indicate to Company that there has been a response

Deliver a trulypersonalisedexperience