6 Ways to Survive High Postage Costs
Gilbert offered the following examples of how to engage:
I. Give your customers a look behind the scenes in your company. Bring a human element to the "cold face" of business.
II. Add random contests to the mix. Do testimonial contests. Add pictures of your customer service reps and have your customers guess which one is which.
III. Add bios of your employees, especially the frontline people who speak to customers daily.
IV. Use Twitter to offer specials that last only a few hours.
V. Deal with customer service issues quickly. Ask how you can better serve.
6. Step Up the Personalization
Beyond these rules, mailers also must test and integrate technologies such as pURLs (personal URLs) and variable data printing to allow for greater personalization, Gilbert says.
According to the d.trio report, adding laser personalized variables makes your mailing more of a one-to-one correspondence-and saves you money on plates and multiple versions.
If your direct mail package uses variable offers, calls to action and/or body copy, for example, make changes to create versioning through the personalization process rather than generating multiple preprinted shells, the report advises.
Reducing printed versions by making use of variable personalization also helps you gain higher geographic saturation in your presort, resulting in deeper postal discounts.
Ultimately, putting these cost savings back into the mailing and going out to a larger targeted population will positively impact your return on investment.
"Due to the economy, there are less buyers buying," Gilbert says. "As a result, multichannel engagement via personalization can lift results and turn a marginal campaign into a profitable one."
Direct Mail Not Dead!
Many people are claiming that direct mail is dead. Jim Gilbert, president of Gilbert Direct Marketing, a Boca Raton, Fla.-based catalog and direct marketing agency, believes the exact opposite. With less clutter in the mailbox, he says, now is a great time to mail and get your message seen. But, oftentimes direct mail is done wrong. To do direct mail right, Gilbert offers the following rules: