Group Cartoon People

The market to one marketing approach leverages a customized or personalized message intended to speak to or engage a specific individual. This ultra-segmented method for addressing people on a one-to-one basis has proven to be a highly effective marketing tool. Customer expectations have evolved thanks to technological advances that make it possible for businesses to send individuals unique offers based on their activities or previous buys, or track their online habits so they can suggest compatible products and services. As such, individuals expect the same level of specific attention across all marketing channels—including direct mail.  After all, who doesn’t like to see his or her name on a postcard? Who doesn’t like to feel as if a company or organization “gets” them and is speaking directly to them about a product or service?

This report from Econsultancy says that 38 percent of marketers don’t use personalization, yet personalization is directly tied to ROI, according to this report. While personalization tactics refer to various type so of marketing, it can be implement in a direct mail campaign with variable data printing and messaging.

Personalization begins with data management. Lists that accurately reflect names, addresses, previous purchases, income and spend, as well as a host of other personal variables can help a business reach a sort of “eye level communication” with individuals in the target audience.

Tri-Win assists companies in financial services, healthcare, education, real estate, and more achieve a market to one approach with personalized postcards, letters, snap packs, and more. Let us know how we can assist your business.

And yes, we’re talking to you.

Highway Signpost Direct Marketing

For 2015 and beyond, direct mail will continue to be an important marketing channel for businesses across major industries such as real estate, healthcare, financial services, nonprofits, and education for a long list of reasons. Here are the top three:

Print offers variety: Direct mail can be designed as a postcard, snap pack, self-mailer, letter, or take on a unique format with packaging.

  1. Businesses can get personal: Variable data printing opens the door for customization and personalization
  2. Campaigns are budget friendly: The price point per mailer is affordable and frequency offers economies of scale

In the digital age marketers use various technologies and data-driven strategies to connect to consumers, and direct mail will continue to shine as a productive channel to reinforce or supplement electronic or broadcast marketing. In the article, “What Will Influence Marketing in 2015?” published by Direct Marketing News, (you’ll need to register to read the article in full), the editorial team asked 25 prominent marketing pros for their answer to the article’s overarching question. Joe Pulizzi, founder, Content Marketing Institute, contributes to the piece by saying print will be in for 2015. (See point #1 above.) Steve Denton, vice president of marketing solutions for eBay Enterprise, said personalization will be key. (See point #2 above.) To illustrate point number three, here’s a quote from the article that may or may not be attributed to Mark Strecker, CEO, Amobee (Note: the article’s layout makes it difficult to tell definitively who said the following): “Direct mail is a great way to encourage offline audiences to visit the brand’s digital properties, through the use of QR codes, augmented reality experiences, or coupon codes that can be used online or in-store.”

 

The takeaway is that direct mail holds a firm spot in omnichannel marketing strategies. Whether a real estate agent needs to market a specific listing or neighborhood, a college wants to publicize a new program, or an auto warranty company wants to connect with potential customers on new products, the tactile and economical characteristics of direct mail make this tangible marketing tool vital in the New Year.

What compels you to read a piece of mail, stay in your car to listen to a radio ad, or sit tight during a television commercial? It all has to do with the message. A message that’s delivered in a creative, thought-provoking way begs you to read, watch, or listen. It compels you to act by visiting the restaurant, purchasing the product, or hiring the service provider. The audience has to be drawn in and feel motivated to act. In the case of direct mail, getting an audience’s attention begins with clever and creative copywriting.

In his article, “8 Ways to Hook Readers into Reading Your Direct Mail,” writer Wes Powell outlines great copywriting tips that include strategies such as creating a catchphrase, offering helpful tips, and leveraging the element of surprise. He also corroborates what we know as the golden rule of direct mail: Keep the word count short. So what else can you do to create interesting and exciting text? Here are a few ideas to help you reach your audience and persuade them to act.

Hilarity Hits Home

Messages that make you laugh are memorable. Use the offbeat or absurd to make a point—if it makes sense to your brand. If your brand relies on a buttoned-up professional voice and tone, then humor isn’t the best strategy. But for those brands where humor is appropriate, it can work to create an entertaining experience. Example: Swans Around the World Swear by Crystal Clear Pool Cleaning.

 Exaggeration is Essential!

A cousin of humor is exaggeration. To make exaggeration work, it has to enter the territory of ridiculous. Look at the headline of this blog and you’ll understand what we mean by exaggeration! Exaggeration works when it’s over the top. For example, the headline, “Direct mail is the best way to bring in 100 new clients each week,” may not seem like exaggeration because fiction and fact are walking a close line. But if you say something like, “Direct mail will bring in 100 billion new clients each week and put your company on every Forbes list!” then people will know you’re exaggerating and they’ll remember your message.

Be Contrarian

The fear of being left out is a powerful one. Use a statistic or idea in a headline or opening copy that goes against the grain and you’ll create interest. By making people stop and think, you’re persuading them to spend time with your brand. Example: 75% of marketing pros use direct mail. Are you leaving opportunities on the table?

 Less Is More

Why go from A to Z when there’s a much shorter path? Get your message out in as few words as possible. If your headline is long, convoluted, or esoteric, you’ll lose your readers—and potential sales.

Tri-Win helps companies use the most direct and influential messaging to attract attention and generate business. Let us know how we can help you with your copywriting needs so you can become the Very Best Company Ever in the History of the World!