Getting Personal

<<FIRST>>, we want to know how you are bringing in customers and keeping them in! Log into <<personalized URL here>>

to take a short survey and receive a FREE gift!

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SMBs Flock to Print For small and mid-sized businesses (SMBs), marketing is still about print. In 2012, local newspaper advertising was tops for marketing investment, with 64% of SMBs buying local newspaper ads, followed by online ads (62%), ads in local publications (54%), and direct mail (45%).

Source: Borrell Associates “2013 Local Advertising Outlook”

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<<First>>, Welcome to the latest issue of 1:1 Messenger. We hope the information it contains will help <<Company>> produce effective data-driven, personalized campaigns.

In This Issue You’ll Find:• Best practices for using personalization

to bring in new customers.

• Fresh ideas for using personalization to retain customers once you have them.

• Business-boosting facts about direct mail and SMBs, the power of kits, and the growing need for integration of mobile.

Your Logo Here 1:1 MESSENGERA QUARTERLY FROM THE DIGITAL PRINTING PROFESSIONALS

Your Logo Here

FALL 2012

Copyright © GRC 2013

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Build a solid customer database with these step-by-step best practices.

Want to generate more leads and increase your ROI? Get personal! Personalized

printing, especially in an integrated, multi-channel campaign that includes personalized URLs, QR Codes, and other channels, can reap huge benefits. Let’s look at the results of three real-life campaigns:

• An agricultural products manufacturer combined personalized postcards, personalized landing pages (via personalized URL or QR Code), alongside high-value

incentives, to achieve a direct mail response rate of 54.8%. In addition, 33.8% of recipients stopped at its booth or one of its partners’ booths at the show.

• A childcare company used personalized direct mail, personalized landing pages (via

personalized URL or QR Code), and personalized maps to achieve

an ROI of 2,200% based on new enrollments and an average childcare service length of

four years.continued inside

• An environmental hygiene company used personalized direct mail, personalized reminder postcards, and personalized URLs (allowing prospects to get more information and request a free sample) to achieve a response rate of 12.3%. More than 200 sales appointments were scheduled.

But results like these don’t just happen. They take good planning and strategic execution. Here are five best practices that can help ensure that your results will be extraordinary, as well.

1. Traditional marketing rules apply. Start with great creative, snappy copy, and compelling incentives. Personalization gets results, but you still need to implement the basics of great marketing.

2. Focus on relevance, not data. Data is just data — it’s a number or a piece of information in a spread-sheet. Use your data to speak to the recipient in a way that means something to them. You want them to say, “Hey! That’s me!”

3. Segment your list first. Unless you are mailing to a highly targeted audience to begin with, try focusing on one segment of your list at a time. Target your message to that portion of your audience, then build the 1:1 messaging on top.

4. Pre-fill any forms. Not all personalized communications use forms, but if they do, pre-fill them. This reduces barriers to response.

5. Integrate personalized printing into a multi-channel strategy. Using multiple channels to communicate with customers reinforces your message over time. This is a proven strategy that increases effectiveness, increases response rates, and builds your brand.

Lead generation using personalized printing is highly effective. Building in best practices makes it even more so. Talk to us about personalizing your next lead generation campaign.

Getting PersonalContinued from front page

Once you bring in valuable customers through a prospecting campaign, it’s

easy to think you’ve accomplished your goal. But really, you’ve just gotten them in the door. Now what? How do you maintain that relationship so they stay engaged and continue to buy from you over time?

Once you’ve landed a customer, it’s time to move into customer retention mode. This requires a plan. There are a number of ways personalized printing can play a key role in that plan.

Lots of companies send personalized newsletters or note- cards now and then. Many will send personalized reminders several days or weeks in advance of a product or service renewal, as well. Those are great ways to stay in touch with customers, but more and more companies are doing them. Here are five more unusual ideas that will help you to really stand out from your competitors.

1. Send a discount for no reason. Everyone likes to be appreciated. Send a coupon with a discount on your customer’s next purchase “just because.” It will surprise them and foster goodwill.

2. Send reminders for someone else’s special day. Offer to collect important dates for birthdays, anniversaries, or other special occasions for your customers’ loved ones, such as spouses, children, and parents. Send gift ideas with unique insight from your area of expertise and offer discounts on purchases. Everyone needs help with gift giving.

3. Encourage customers to sign up for sneak peeks and exclusive insights. People like to be in the know. Encourage your customers to sign up for your newsletter, friend you on Facebook, or connect with you on Instagram or Pinterest. Give them insights into product development or offer them unique ways to use your products and services they might not have thought about. Experiment with “send your best idea” contests via social media to foster more engagement and get your customers talking about you.

4. Say “thank you” for loyalty and longevity. If you know when your customer first began working with you, why not send a personalized thank you card and gift commensurate with the value of their business?

5. Ask their opinion. Use personalized URLs or online surveys to ask customers’ opinions about your company, your offerings, or bounce new product ideas off them. People like to do business with companies who care about what they think and that make them feel included.

The more you can engage your customers beyond the sale, the more you earn their goodwill and loyalty. So when it comes to customer communication, think beyond the initial purchase. Think about building a relationship for life.

<<Your Company>> • <<Your Phone>> • <<Your Website>>

Smart Ideas

Source: Responsys (2013)

In 2012, consumers worldwide had nearly 5 billion mobile subscriptions. That’s almost a billion and a half more active mobile subscriptions than toothbrushes sold. You’ve heard it before, but it bears repeating. Are you making mobile part of your multi-channel mix?

More Mobile Than Toothbrushes!

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Source: fast.MAP Marketing GAP Tracker (2012)

Turning leads into customer relationships for life.

Kits Boost Open RatesWant to boost response rates? Make it a mail pack! In one survey, 86% of direct mail recipients said they open mail when it comes as part of a kit or mail pack.

iStockphoto.com/Small_frog, lightbulb/insets: mbortolino, Cimmerian, Ever, Alexsl

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