5 Big Ideas You Haven’t Tried Yet
Today, with digital printing and dynamic online personalization, it has become both an effective and cost-effective tool.
pURLs: Personalized URLs pull at a fantastic rate. Who can resist clicking on their names? (Just make sure the landing page they arrive at starts with a big "Welcome
Our big idea was to mail marketing directors a box. The outside of the box read, "We'd like to have a word with you." Inside the box was a dictionary with a yellow Post-it note on top. The note said, "Look up ‘visionary.'"
When prospects turned to that page, they found their names listed in the definition plus a URL that directed them to BeNOW's website.
Personalized emails: "Alan, please open this ..." is still a very effective subject line (for me, anyway).
According to Retail Info Systems News, retailers are personalizing their entire emails, based on customers' previous purchasing histories.
LoveSac, a multichannel furniture retailer, has boosted its conversion rates by 150 percent using this technique.
lPersonalization in direct mail: It may seem old-fashioned or corny, but it still works very well.
In a mailing for Modern Postcard's annual conference, it used the prospect's name six times—including printing it on a director's chair "reserved in their name." It pulled very well.
If you're not using the prospect's or customer's name on your printed pieces, you're missing an important opportunity. And the bigger the name appears, the more successful your piece will be.
How to Come Up With Your Own Big Idea
You may not like any of the big ideas I've discussed. You may have already used all of them. Even if you did, they may be worth bringing back.