Even the most well-designed and carefully crafted marketing piece can fail to deliver the results you want. And it’s because traditional direct mail campaigns have limited ability to engage prospects in a dialogue once the piece is delivered. With Paramount, those days are over.
By working with us on an integrated marketing campaign that includes customized direct mail and email messages, as well as an Internet response channel, you can dramatically increase your response rate and drive your return on investment to levels you didn’t dream possible.
Personalized Direct Marketing
Using our variable information printing capability, we will work with you to create a personalized direct marketing campaign that speaks directly, one-to-one, with each customer who receives your piece. Here’s how it works:
- Compose a spreadsheet of what you already know about your customers or prospects, ranging from age and hobbies to income and spending habits.
- Select content, including images and text, that will speak to the varied customers in your database.
- Design a template, such as a postcard, self-mailer or newsletter.
- Assign “rules” to the information that will determine which images and messages are printed for individual customers, based on the information in your spreadsheet.
- Get ready to be wowed by the results.
Experience has repeatedly shown that customers are much more likely to respond when they are acknowledged as individuals and engaged in a custom-fit conversation. Historical direct mail response rates have been 1-2 percent, but a personalized direct marketing campaign can boost that rate to 10-20 percent and even higher!
With those kinds of results, it’s little wonder that personalized direct marketing is rapidly becoming the new standard.
Using The Internet Response Channel
The next step in an integrated marketing campaign is engaging customers in a conversation and converting that conversation into sales. Paramount does that by linking the power of personalized direct marketing with the interactive capabilities of the Internet through VIP Landing Pages.
A VIP Landing Page is a more effective way to:
- Attract customers. You capture more responses by giving customers a place to go on the Internet, any time of the day or night, to learn more about your offer. A recent study by the Direct Marketing Association found that one out of three direct mail recipients prefers to respond online.
- Interact with customers. A VIP Landing Page allows you to gather information and track customers' preferences based on the information they access when they navigate through the site.
- React to the results. An executive dashboard allows the campaign manager to intercept results by monitoring real-time response, enabling you to modify a strategy mid-stream. Say, for example, you find that most customers are rsvp’ing for Saturday rather than Sunday, and you quickly shift resources to accommodate the response. And the site also generates automated email notifications to responding customers and the sales manager.
PURLs: The Latest And Greatest
The latest solution for boosting customer response is a Personalized URL, a Web address that takes the customer to a page designed specifically for him or her. Giving a PURL (such as http://tomsmith.abcshop.com) with a direct marketing piece piques the customer’s interest and carries the individualized messages of the personalized mailer a step further.
A PURL landing page is:
- Customized for each user. A PURL enhances the user’s experience by providing a customized environment that’s relevant to the individual’s preferences.
- Effective in capturing data. When a respondent visits his or her PURL, the site logs information, such as when the customer first visited and how long he or she spent on each page. It also engages the customer by asking questions or preferences that are recorded in a database for immediate or future marketing uses.
- Integrated with your marketing campaign. PURLs provide real-time response data that can be monitored and used for future initiatives. And customers who don’t visit their PURL can be targeted for a follow-up postcard reminding them of the opportunity.
At Paramount, we’re committed to keeping you on the cutting edge of direct marketing solutions and helping to boost your ROI.
