4 Strategies to Increase Direct Marketing Revenue and Build Your Brand
There's technology that uses an optical character recognition system to selectively insert highly personalized, digitally printed covers and outserts based on customer data, for example. The optical recognition system on the finishing equipment reads the barcode and matches the personalized piece to the catalog, which is then ink-jet addressed to the specific customer at the end of the line.
4. Integrate media … then integrate some more. Don't fall in love with a particular medium. No matter how well it performs, you can bet your last dollar it would do even better if you integrated it with one or more additional media.
This requires strategic thinking and campaign execution, including careful synchronization and timing. True integrated media also means integrating print. Study after study shows that the combination of print catalogs with the web, email and personalized direct mail delivers maximum results.
What’s more, new tools such as the Intelligent Mail barcode help track letters and flats. You can now receive more detailed information than ever on how and when catalogs are being delivered, along with how customers are responding. Moreover, you'll acquire and retain customers you know are likely to generate strong lifetime value.
Virtually no one has enough time and resources to do everything. That means you have to make decisions about what will bring you the best return and then spend accordingly. Focusing on good database marketing practices in combination with strong creative, high-level customization and integrated campaigns will produce the superior returns your company seeks.