4 Strategies to Increase Direct Marketing Revenue and Build Your Brand
Investing in database marketing strategies to create more personalized communications helps organizations improve their marketing metrics and increase opportunities and incentives to improve the ever-important marketing return on investment.
2. Invest in quality creative. The 40-40-20 rule of direct marketing says your success depends 40 percent each on offer and list and 20 percent on creative. But have marketers become so obsessed with costs that they've forgotten the value of creative in making a good offer? Be certain your creative attracts positive attention and represents your brand with the image you want to convey.
I recently saw an ad from a major retailer of furniture and home goods featuring a right-hand, single gatefold that formed the door of an armoire. Opening the folded page displayed the interior of the armoire and its contents.
A little more expensive, sure, but my guess is that it was well worth the money. Get your creative team and printer together to see how you can enhance your creativity within a budget.
Creativity isn’t just about artistic elements, however. It’s also about finding innovative ways to help your customers find what they need, or finding ways to generate special interest for new product launches, best-sellers and other marketing priorities.
3. Speak to your customers as if you know them. Don’t get the idea that I'm trying to pass the “Dear Sue” stuff off as personal communication. Today’s highly evolved personalization capabilities — both in print and online — dovetail perfectly with good database marketing practices. Doing the up-front database work significantly improves the precision with which you can select customers and create specific offers to their preferences.
Proven print technologies ranging from selective binding to ink-jet imaging enable you to customize catalogs to a high degree. Quickly evolving digital printing technologies now allow for complete customization of each piece. Variable data digital printing is being used as a stand-alone solution, as well as in combination with high-speed selective binding lines.