1:1 Multi-Channel Marketing
What is One-to-One Marketing?
The art and science of communicating with every customer or prospect in a personalized manner such that they feel they are being addressed directly, engaging your customers and prospects with unique, individualized marketing messages that create compelling customer experiences.
Larger sales - Higher returns - Greater customer loyalty!
Marketing studies repeatedly show that personalizing communications and adding digital channels can boost their effectiveness. Today, a form of digital printing called “variable data printing” (VDP) which has made customized communications economical and far easier to adopt. It is no wonder that it has become a fast growing part of the digital printing industry. It offers these benefits to marketers: increased sales, wider margins on print services, and the opportunity to build a relationship with the customer that inspires greater loyalty. Growing numbers of marketers are reaping the benefits of digital technology. Economical short-run color printing and on-demand printing are two examples of how this technology has transformed traditional printing.
Understanding One-to-One Multi-Channel Marketing
(also know as Cross Media Marketing)!
Case Study
Actual Customer
This portrait photography company was looking to increase revenue from customers.
This ongoing 1:1 Multi-Channel Marketing Campaign is is consistently delivering participation rates that exceed 5% and return on investment of 400% or more!
Post Cards, Purl's and Emails are personalized with actual customer portraits and varied based on database fields to promote portraits or graduation card sales.
Multi-Channel Marketing extends the reach of your Variable Data Print Communications with Personalized Landing Pages (also known as "purl's"), Personalized Emails, Mobile and Social engagement. These new services allow you to communicate with your customers and prospects using consistent, complementary messaging across print, email, web, mobile, and social media channels.
Variable Data Printing:
Far more than a mail merge, variable data printing supports changes in text, graphics, and layout. Variable data printing uses digital technology to vary one or more elements in a printed piece, in the course of a print run. Content is drawn from a database according to “rules” on how the content should be used during printing, for instance, which pieces of text or graphics to use and where they should be placed. As a result, VDP is ideal for taking advantage of the increasingly rewarding process of using data sources to drive relevant graphically rich, customized communications that deliver measurable results.
Personalized Landing Pages (Purl):
A personalized URL is a unique and personalized Web address created especially for each customer or prospect who receives your marketing communication. Each personalized web landing page is created using the same creative content as your VDP communications and offers each customer or prospect the ability to self identify their interests and provide opportunities for them to give you invaluable feedback. Feedback can be as simple as a contact form the customer or prospect completes to add email addresses and or mobile phone numbers along with other information about interests. In addition specified activities while visiting their Purl can be configured to trigger automated follow up. For example a customer response could trigger an automated email to your sales department for immediate follow up. Just about anything you can conceive can be accomplished. Customer activity while visiting their Purl is monitored and tracked. The data collected can be added to your database making it more relevant for future campaigns.
Personalized Emails:
Portrait personalized landing pages include variable messages and are e-commerce enabled to facilitate immediate sales
Each email is personalized with the same creative content as your VDP communications with the added benefit that it can be linked to a "Purl". Specified content can become clickable and linked to web pages of your choosing or when used in conjunction with Personalized Landing Pages. Activity for emails is monitored and tracked and the data collected can be used to trigger follow up activities and added to your database to improve it's relevancy.
Mobile Messaging:
Tap into current mobile marketing trends by delivering SMS Text messages that include short codes to mobile optimized Personalized Landing Pages to enable users to quickly and easily connect with your campaigns anytime and anywhere.
Social Media Marketing:
Create social media accounts for your campaign and deliver your variable campaign creative and messaging to your customers and prospects on social media. Collect information and add it to your database with new leads when it's shared and commented on. Share campaign creative, messaging and short codes on your primary Social Media accounts to reap the benefits of the Social Media conversation. Monitor your accounts to gain insight into the relevancy of your campaign and use it to refine your content and messaging for follow up and future campaigns.
Portrait personalized emails are varied and delivery is timed to coincide with VDP post cards arriving in customer mail boxes. Campaigns includes multiple email deliveries based on a time-line to improve the effectiveness of each campaign.
This ongoing multi-channel marketing campaign is consistently delivering 5% higher participation rates that are generating return on investment that exceed 400%! Continuous A/B testing of creative, messaging and time-line delivery are improving results.
Campaign Reporting:
Real-time analytics that track delivery, opens, clicks and more, you will always have a handle on how your campaign is doing. Campaign Reporting and Analytics detail campaign activity. Over time A/B content, messaging and time-line tests enable ongoing improvements that increase overall effectiveness!
For more case studies and a wealth of resources visit the Print on Demand Institute. Direct Marketing case studies showcase the use of variable data printing (VDP) and personalized URLs for product promotion, brand awareness, and lead generation. These personalized direct marketing campaigns increased direct order purchases, customer loyalty, and traffic generation.