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While businesses have been using direct marketing to reach their customers for
decades, why has this method regained popularity recently, reaching 50% of
advertising expenditures?
Personalization
Each printed piece, whether it's a postcard, letter or promotional package can be
personalized beyond simple naming. Using the customer's buying history, you can
personalize each piece with the customer's interest, past purchases or suggestions
for future purchases. The more specific you can be in speaking to your customers,
the more likely you are to gain their attention and motivate them to act.
Personalization can include a unique URL that leads customers to a landing
page addressed specifically to them. When the customer acts, an e-mail can
be generated thanking him/her personally, as well. In this way, you're able to
integrate all your communications to each customer, fostering the relationship and
proving that you have their individual needs and interests in mind.
Trackability
Direct marketing is, at its heart, based on individuals and is measurable. You can
analyze when a customer has decided to act on the offer they've been sent, how
far they got in the process and what they bought. This information helps repeat
or modify your efforts overall in the future. It also means you know how well your
offer and efforts succeeded and how much each sale cost you. That's valuable
knowledge you can take to the bank.
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