Despite the proliferation of digital communication channels direct mail is still an important medium. It is frequently used as part of a multi-channel campaign and has been proven in a range of studies to be the most effective means of driving new customers to visit and purchase from a company's website.
For businesses trying to encourage customer loyalty via a direct mail campaign, segmentation of the direct mail database plays a vital role. It is part of the process that helps marketers target the right customers with the right offers. To be able to do this successfully, the segmentation of the mailing database needs to go hand-in-hand with personalisation - the practice of tailoring a direct marketing campaign to individual recipients using variable digital print and variable insertion so that relevant offers are targeted to suit the recipient.Good customer insight combined with variable digital print can ensure mailers are appropriate to each individual. Analysis of customer data will indicate instances where text and imagery are best changed to make a communication more relevant, change the tone of voice, or change the offer. This can ensure that customers are not receiving mailers showing images of products they have already bought, or may never buy, and instead show products and offers that are more likely to lead to a sale.
Our sister division GI Direct specialise in high volume direct mail solutions and digital print. Visit their website to find out more.
If you would like more information on how we can help your business to get more out of direct mail data and campaigns, feel free to contact us